TCR campaign errors and rejections
The Campaign Registry and the carriers are solely responsible for approving or rejecting brands and campaigns. As a reminder, the brand defines the type of business (name. EIN, website) and the campaign describes the content (text messages and audience.) The carrier validates everything tied to the brand and the campaign and approves or rejects each.
Here is a list of the most common reasons for brand and campaign rejections:
No valid online/web presence.
TCR and the carriers will require a functioning website that is easily accessible (e.g., has a valid HTTPS certificate and is not flagged for malware). They will use your website to vet your company and brand.
No opt-in page.
Carriers will want to know how you obtain permission from your customers or prospects to text them. Ensure your website includes an opt-in page that collects mobile numbers and contains clear language. Example: "By providing your number, you agree to be contacted by us for marketing information and product updates."
No privacy policy or non-conforming privacy policy.
Carriers will want to verify that your website has a privacy policy that clearly explains how consumer data is shared. The policy should state that mobile data is not sold or shared for marketing purposes.
Association with prohibited content.
Carriers prohibit certain types of content from being sent via text message, including activities that are illegal at the federal level (such as cannabis) and content that has received high volumes of complaints from recipients. Messages with such content will be blocked by carriers regardless of opt-in status. Campaigns associated with brands or companies likely to send this content will be rejected. For example, a company involved in cannabis sales is likely to send related content via business SMS, making carriers reluctant to approve any campaigns (even conversational ones) submitted by such companies.
The types of content carriers are most likely to reject include:
- Social marketing
- Collections
- Financial services (e.g., account notifications, marketing, collections, or billing) for high-risk/subprime lending, credit card companies, auto loans, mortgages, payday loans, short-term loans, student loans, debt consolidation/reduction/forgiveness
- Insurance (including, but not limited to, car insurance and health insurance)
- Gambling, casinos, and bingo
- Gift cards
- Sweepstakes
- Free prizes
- Investment opportunities
- Lead generation
- Recruiting
- Commission programs
- Credit repair
- Tax relief
- Illicit or illegal substances (including cannabis)
- Work-from-home opportunities
- Get-rich-quick schemes
- UGGS and RayBan campaigns
- Phishing
- Fraud or scams
- Deceptive marketing
- SHAFT content (Sex, Hate, Alcohol, Firearms, or Tobacco)
Note: This list is not exhaustive, and carriers may introduce new restrictions based on subscriber feedback and complaints.