A 10DLC campaign description tells the vetting reviewer, in a few sentences, who you are, what messages you send, and why recipients expect them. It must match your website, your selected use case, and every sample message. Inconsistency between any of these is a top rejection reason. Below are eight copy-paste description and sample-message sets, one per common use case, built around what reviewers actually check.
Disclaimer: These are templates for general guidance, not legal advice. Adapt them to your real practices. Reviewers compare submissions against your website, and invented details cause rejections. Confirm requirements with your provider or telecom counsel.
What Reviewers Look For
The vetting agent checks that the description states the brand, the message purpose, and the recipient relationship; that the use case matches the description and samples; that samples look like real messages you will send; that nothing suggests prohibited SHAFT-C content; and that everything is consistent with your website. If your campaign was already rejected, start with our 10DLC rejection reasons and fixes, then rebuild here.
1. Marketing / Promotional Messages
Campaign description:
[Brand Name] sends recurring promotional text messages to customers who opted in through our website signup form. Messages include sale announcements, new product alerts, and exclusive discount codes. Recipients consented specifically to marketing texts and can opt out anytime by replying STOP.
Sample messages:
[Brand Name]: Flash sale, 25% off everything until midnight. Shop: example.com/sale. Reply STOP to cancel.
Hi [FirstName], new arrivals just dropped at [Brand Name]. Get 15% off: example.com/new. Msg frequency varies. Reply STOP to opt out.
Why it passes: Brand named, opt-in source stated, content clearly promotional, opt-out language in every sample.
2. One-Time Passwords / Two-Factor Authentication
Campaign description:
[Brand Name] sends one-time passcodes by text to users verifying their identity during login or signup. Messages are transactional, triggered only by the user's own action, with no marketing content.
Sample messages:
Your [Brand Name] verification code is 482913. Expires in 10 minutes. Never share this code.
[Brand Name]: Use 771204 to confirm your login. Didn't request this? Secure your account: example.com/security.
Why it passes: Purely transactional and user-triggered. OTP campaigns still need a described opt-in, typically the number provided at account creation with SMS verification disclosed.
3. Appointment Reminders
Campaign description:
[Brand Name] sends appointment reminders and scheduling updates by text to patients/clients who provided their mobile number when booking. Messages include confirmations, reminders, and rescheduling options. No marketing content is sent on this campaign.
Sample messages:
[Brand Name] reminder: Appointment Tue, Jun 9 at 2:30 PM. Reply C to confirm, R to reschedule.
Hi [FirstName], [Brand Name] confirming your visit tomorrow at 10:00 AM. Reply STOP to cancel reminders.
Why it passes: Clear recipient relationship, explicit non-marketing statement, confirmation workflow shown, one of the smoothest use cases to approve.
4. Order and Delivery Notifications
Campaign description:
[Brand Name] sends transactional order updates by text after purchase: confirmations, shipping notifications, and delivery alerts. Messages are triggered by order activity and contain no promotional content.
Sample messages:
[Brand Name]: Order #48291 confirmed. Track: example.com/track/48291.
Your [Brand Name] package ships today, arriving Thursday. Track: example.com/track/48291. Reply STOP to opt out of updates.
Why it passes: Event-triggered and tied to a purchase. Keep upsell language ("complete the look!") out, that belongs in a separate marketing campaign.
5. Customer Care / Support
Campaign description:
[Brand Name] uses texting for two-way customer support. Customers initiate by texting our support number or requesting a callback; agents respond about orders, billing, and product usage. No unsolicited marketing is sent.
Sample messages:
[Brand Name] Support: Thanks for reaching out. An agent will reply within 15 minutes (9am to 6pm ET).
Hi [FirstName], ticket #3391 is resolved. Reply with follow-ups or REOPEN if the issue persists.
Why it passes: Conversational, recipient-initiated framing, support-only scope, the consumer controls the conversation.
6. Polling, Voting, and Surveys
Campaign description:
[Brand Name] sends occasional survey requests by text to customers who opted in at purchase or through our feedback program. Messages ask for ratings or short responses, sent no more than twice per month.
Sample messages:
[Brand Name]: How was your visit? Reply 1 to 5 (5 = excellent). Thanks!
[FirstName], quick one from [Brand Name]: what should we stock more of? Reply A for protein bars, B for vitamins, C for snacks.
Why it passes: Frequency stated, opt-in source given, clearly survey-oriented. Stating frequency preempts reviewer questions.
7. Account and Security Alerts
Campaign description:
[Brand Name] sends account security alerts by text to account holders: new-device login notices, password-change confirmations, and suspicious-activity warnings. Messages are informational and event-triggered.
Sample messages:
[Brand Name] Security: New device signed in, Austin TX. Wasn't you? Reset: example.com/reset.
Your [Brand Name] password was changed. If this wasn't you, call (555) 123-4567 immediately.
Why it passes: High-trust transactional content. Financial/security use cases face extra brand-verification scrutiny, so keep the brand registration airtight.
8. Charity / Nonprofit Messaging
Campaign description:
[Charity Name], a registered 501(c)(3) nonprofit, sends updates and donation appeals by text to supporters who opted in at events or on our website, campaign updates, event invitations, and giving opportunities, max 4 per month.
Sample messages:
[Charity Name]: We served 2,000 meals this month. Help us reach 3,000: example.com/give. Reply STOP to opt out.
You're invited: [Charity Name] gala, Sat Jun 20, 7 PM. Tickets: example.com/gala. Reply STOP to cancel.
Why it passes: Nonprofit status stated, opt-in sources given, frequency capped. Only claim 501(c)(3) if true.
Description Do's and Don'ts
| Do | Don't |
|---|---|
| Name the brand exactly as registered | Use a shorthand differing from registration |
| State the opt-in source and recipient relationship | Say "customers opt in" with no mechanism |
| Match samples to the declared use case | Mix marketing language into transactional samples |
| Include opt-out language in marketing samples | Assume the reviewer knows you support STOP |
| State frequency for recurring campaigns | Leave frequency vague |
Final Check Before Submitting
Descriptions alone do not get campaigns approved. They must agree with your CTA/message-flow field, website, and brand registration. Lay the three side by side and confirm a stranger would see one business sending one kind of message. Then validate list quality with bulk phone number validation and keep templates within segment limits using free SMS character counter. Background reading: 10DLC verification explained and The Campaign Registry fee and process guide.
Try it free: Free SMS Character Counter
Use our free sms character counter right in your browser, no signup needed.
Frequently Asked Questions
How many sample messages should I submit?
Most providers ask for 2 to 5. Cover the range of what you will actually send, including your longest and most link-heavy variants.
Can I reuse one description across campaigns?
Only if they genuinely share use case and audience. Copying a marketing description onto a 2FA campaign is a classic mismatch rejection.
Do transactional samples need STOP language?
Carriers expect opt-out support on marketing messages. For purely transactional sends, stating the mechanism in your setup is usually enough, but including it in samples never hurts.
What if my business has no website?
Get one before registering. A missing or inaccessible website is a top rejection reason; social profiles are not substitutes.
Can samples include links?
Yes, but then answer "yes" to the embedded-links attribute. "No" on links with URLs in samples is an automatic mismatch.
How specific must the opt-in description be?
Very specific: "customers enter their number at example.com/sms and check an unchecked SMS-consent box showing brand, frequency, and STOP instructions" passes; "website opt-in" fails.