A2P Campaign Guide and Examples

To send outbound text messages, carriers require proof that you collect consent from the end-user before they will allow the traffic to cross their network — the most common way to collect consent is using an opt-in web form on your business' website. You need an approved Local Text Messaging Campaign in your Trust Center before you can send text messages (including forwarding texts).

Legitimate methods of collecting consent for SMS:

- Opt-In Web Form (must provide link to web-form)
- Physical Paper Form (must provide link to image/screenshot of paper form)
- Double Opt-In Text Message (must provide link to the advertisement/flow)
- Verbal Script, for non-marketing only (must provide link to a document or image of the script)
- Mobile QR Code (must provide link to an image of the advertisement with the QR code)

Note: All web forms on the business's website must be compliant, regardless of the method used to collect consent for the campaign.

The following CTIA requirements must be disclosed to the end-user at the time of opt-in:

1. Acknowledgement of consent to receive SMS
2. Brand name
3. Messaging Purpose — Should match the campaign use case(s).
4. Message frequency — "Message frequency may vary" or "2 to 4 times/month."
5. Fee disclosure — "Message and data rates may apply." (do not say "Standard" data rates)
6. Help keyword — "Reply HELP for help" or other keyword
7. Opt-out keyword — "Reply STOP to opt out" or other keyword
8. Link to the Privacy Policy. Web forms require a separate link to the Terms and Conditions/Terms of Service page.

(CTIA Messaging Principles and Best Practices)

Common Mistakes and Rejections

• Forced consent — checkboxes for SMS consent on web forms cannot be marked as required, and cannot be pre-checked. The form must work if the end-user doesn't want to opt in to text messages. Checkboxes for voice, captcha, email, or to acknowledge the privacy policy / tos do not cause rejections if marked as required.
• Does a web form need checkboxes? — No, but consent must be optional. If a customer does not want to use checkboxes, another option is to make the phone number field optional. They must still include a disclaimer stating that by entering their phone number and pressing submit, they consent to receive SMS messages. All disclaimers listed above must be present.
• "Standard" message and data rates —To the carriers, the word 'standard' implies the existence of premium messaging and data rates, which are not allowed in the US. The fee disclosure should be as close to "Message and data rates may apply" as possible.
• Mixed marketing — consent for promotional/marketing messages must be collected separately from informational/transactional use cases, such as customer care. For a mixed-use case campaign with a web form, you must include an optional checkbox to collect marketing consent. This is in addition to, and separate from, any other checkboxes that might be used to collect consent for other use cases.
• No verbal marketing — Verbal consent cannot be used to collect marketing messages. It does not matter whether marketing is the only use case or whether verbal consent is collected separately from informational/transactional use cases.
• Web form missing ToS link — Web forms with only one hyperlink will be rejected. Even if the privacy policy and terms of service are on the same URL, there must be two separate links. The second link can bring the end user halfway down the page to the appropriate section in that case. There must be an SMS Privacy Policy and an SMS Terms of Service somewhere, even if the opt-in method doesn't require both links.

Example Web Forms

 

Informational Sample Form

 

Marketing Sample Form

Mixed Marketing Sample Form

 

No Checkbox Sample Form

 

Privacy Policy  

 

The Privacy Policy must:

1. Disclose what data is collected and how it is used
2. Contain the "no-sharing clause," explaining that information won't be shared with third parties for marketing purposes

Example:

We do not share phone numbers or consent for SMS with third parties for marketing purposes.

Terms of Service / Terms and Conditions — Must include an SMS section with:

1. Program or brand name
2. Program description
3. Disclosure that message and data rates may apply
4. Message frequency disclosure
5. Customer support contact information
6. Opt-out instructions (STOP and HELP keywords) displayed in bold text
7. A link to the privacy policy
8. Disclosure that "Carriers are not liable for any delayed or undelivered messages."

An example SMS section might look like:

When you opt-in to the service, we will send you a message to confirm your signup and data rates may apply. Message frequency varies. Text "HELP" for help. Text us "STOP" to cancel.

You can cancel this service at any time. Just text us "STOP". After you send the message "STOP" to us, we will send you a reply message to confirm that you have been unsubscribed. After this, you will no longer receive messages from us.

If you forget what keywords are supported, just text us "HELP". After you send the message "HELP" to us, we will respond with instructions on how to contact us at (XXX) XXX-XXXX.

Your real SMS terms of service should be consistent with what it says on any opt-in forms you use and what you put in your campaign

Consult your legal counsel before making changes to your privacy policy or terms of service.

Common mistakes and rejections:

• Information sharing — If the privacy policy states any information is shared with 3rd parties or affiliates, an exception must be noted that this excludes SMS opt-in and originator data.
• Missing carrier liability disclosure — double check your terms of service discloses carriers are not liable for delayed or undelivered messages

Campaign Field Requirements

Campaign Description — Needs to answer three questions:

1. Who is sending the message?
2. Who is receiving it?
3. Why are they receiving it?

Example:

[Brand name] sends SMS messages to [who]. Messages include [messaging purpose].

Example 2:

CTM sends account notifications, and other transactional/informational SMS related to customer care to customers who have submitted the opt-in form at https://www.ctm.com/get-started/

Campaign Message Flow — The message flow must:

• State where the user gives consent
• Explain how the consent is collected
• Acknowledge that all CTIA disclosures are presented at the time of opt-in:
  1. Acknowledgment of consent to receive SMS
  2. Brand Name
  3. Messaging purpose
  4. Fee disclosure
  5. Message frequency
  6. Opt-out keyword
  7. Help keyword
  8. Privacy Policy and ToS links

Example using a web form:

Customers provide consent to receive SMS via web form at [opt-in form URL] by providing their phone number and checking the optional box to indicate they would like to receive [USE CASE] messages from [BRAND NAME]. At the time of opt-in, customers are informed:

• Message and data rates may apply
• Message frequency may vary
• Opt-out keyword (STOP)
• Help keyword (HELP)
• Privacy Policy and Terms & Conditions URL

After the form is submitted and consent given, customers may receive text messages.

Example 2:

Customers navigate to CTM's website and fill out a consent form with their name and phone number at https://www.calltrackingmetrics.com/get-started/. They provide consent by checking the box that says “By checking this box I provide express consent to receive informational SMS from CTM 2 to 4 times/month. Message and data rates may apply. Reply HELP for help or STOP to opt-out any time. Consent is not a condition of purchase.” There is also a link to our privacy policy and terms&conditions.

Note: All details in the message flow field in CTM must be fully consistent with the opt-in form on the customer's website.
 

Note: Consent for marketing must be collected separately, and cannot be combined with transactional/informational use cases such as customer care or account notifications. A separate checkbox is necessary if you are doing both

Campaign and Content Attributes — Flip the appropriate switches to match the content that will be sent as part of this campaign.

• Embedded Link — will your text messages contain any hyperlinks? Provide an example in the 'Sample Embedded Link' Field in Sample Messages.
• Embedded Phone Number — Other than the HELP message, will your text messages contain any phone numbers?
• Direct Lending/Loan Arrangement — Is the content of your messages related to loans or direct lending?
• Age-gated Content — Do your text messages contain links to, or relate to, content that requires age verification (alcohol, tobacco, adult services, etc.)?

Sample Messages — One should be included for each selected sub-use case and should be representative of the actual messages that will be sent.
Customers must flip the appropriate switch if they are sending the following in the content of their messages:

• embedded links or URLs
• phone numbers
• content related to direct lending, or any loan arrangements
• age-gated content

Messages must include:

• Brand name
• Opt-out language (in at least one sample)

Required Automated Messages — Choose what will be sent automatically to the end-user when they opt in, opt out, or reply with a help keyword.

Opt-In Message — Automatically sent when customers opt in. This is also triggered by START, YES, or UNSTOP.

Should include:

• Program or brand name
• "Message and data rates may apply."
• Help info
• Opt-out instructions
• Message frequency

Example:

[Brand Name]: You have been subscribed to SMS from this number. Msg & data rates may apply. Msg frequency varies. Reply HELP for help or STOP to cancel.

Example 2:

"Welcome to Acme Alerts! You'll receive up to 4 msgs/month. Msg & data rates may apply. Reply HELP for help, STOP to cancel."

 

Opt-Out Message —Automatically sent when a customer replies with an opt-out keyword. This is triggered by STOP, STOPALL, UNSUBSCRIBE, CANCEL, END, or QUIT.
 
Should acknowledge the request and state the brand name.

Example:

[Brand Name]: You have been successfully unsubscribed. Reply START to resubscribe.

Example 2:

You are unsubscribed from {Campaign Name} {Description} Alerts. No more messages will be sent. Reply HELP for help or contact {toll free number}.

Help Message — Automatically sent when a customer replies with a help keyword. This is triggered by HELP or INFO.

This should provide a way to contact support

Example:

[Brand Name]: Reply STOP to unsubscribe. Msg&Data Rates May Apply. For assistance, please reach our support team at [toll-free number or email]

Example 2:

{Campaign Name} {Description} Alerts: Help at {source of help #1} or {toll free number}. Msg&data rates may apply. {Message frequency}. Text STOP to cancel.

 

Final Notes

• Keep PII out of registration fields - use 555-555-5555 instead of real phone numbers and don't use real customers' names
• Make sure the campaign submission is consistent with what is on the website - any inconsistencies may cause a rejection