10DLC Campaign Rejected? Reasons and How to Fix It

Carriers reject 10DLC campaigns mostly for four reasons: the description is too vague, the opt-in method cannot be verified, the sample messages do not match the use case or lack your business name and opt-out language, or the website and privacy policy do not support the registration. Fix the exact issue the rejection names, check the rest of the registration against the same standard, and resubmit once.

Every resubmission costs time and often a vetting fee, so treat the second attempt as the last one.

How review works

After your brand is verified, the campaign goes to manual review. Reviewers read your description, samples, opt-in explanation and website. They are asking one question: does this look like a legitimate business sending messages that recipients asked for?

Industry guidance published by providers and the CTIA Messaging Principles and Best Practices describe what reviewers look for. Textbolt's 2026 compliance guide, for example, lists name mismatches between legal name, EIN and website domain; vague descriptions; sample messages that drift from the use case; missing or inaccessible terms or privacy pages; and higher-risk industries as common causes.

Rejection reasons and fixes

Rejection theme	What reviewers saw	Fix
Vague description	"We text customers about our services"	Say who you are, who receives texts, what you send, and how they opt in
Opt-in not verifiable	No URL, form wording or script provided	Give the exact URL or the verbal script and where consent is recorded
Samples do not match use case	Promotions in a customer care campaign	Change the use case to Mixed or Marketing, or remove promotional samples
Missing business name in samples	"Your appointment is tomorrow"	Start every sample with the business name
Missing opt-out language	No "Reply STOP" anywhere	Add opt-out language to samples and the opt-in confirmation
Website issues	Parked domain, under construction, different business name	Publish a basic live site naming the business with contact details
No privacy policy, or no SMS language	Policy missing or silent on texting	Add a privacy policy covering texting and data sharing
Brand and website mismatch	Brand legal name unrelated to the domain	Show the legal name or DBA on the site
Restricted content	Lending, debt collection, cannabis, gambling, and similar	Expect extra review; some content is not permitted on 10DLC
Public URL shorteners	bit.ly-style links in samples	Use links on your own domain
Embedded phone number mismatch	Samples show a different callback number	Use the registered number or your published main line

The opt-in fix, in detail

Opt-in is the most common weak point. Reviewers need to see consent that a third party could verify.

Weak: "Customers opt in when they do business with us."

Strong: "Customers opt in on our booking page at example.com/book by checking an unticked box labeled 'I agree to receive appointment texts from Northside Dental. Msg & data rates may apply. Reply STOP to opt out.' The page links our privacy policy at example.com/privacy. Customers who book by phone are asked 'May we text you appointment reminders?' and staff record the answer in the patient record."

If your opt-in is verbal, describe the script and where the record lives. If it is a paper form, quote the form wording. If customers text you first, say so and say you only reply within that conversation. For wording templates, see SMS opt-in language examples.

Marketing messages need more. The FCC's TCPA rules (47 CFR § 64.1200) require prior express written consent for telemarketing messages. If any sample is promotional, your opt-in must show written consent for marketing specifically, not just for service messages.

The sample message fix

Re-read every sample as a stranger:

• Does it start with your business name?
• Does it match the use case you chose?
• Does at least one include "Reply STOP to opt out"?
• Are placeholders clear, like [first name] and [time]?
• Are links on your own domain?
• Is there anything that looks like a loan offer, prize, or urgent payment demand that you did not intend?

Rewrite any sample that fails one of these.

The website fix

Reviewers visit the URL on your brand. Make sure it has:

• Your legal name or the DBA used in the brand
• Your physical address or service area and a contact method
• A clear description of what you sell or do
• A privacy policy link in the footer
• A privacy policy that mentions text messaging and states you do not sell or share mobile numbers for marketing purposes (if that is true)
• The same phone number you will text from, or your main line
• No "coming soon" or parked page

A simple one-page site is fine. It just has to be real and consistent.

The use case fix

If you picked a narrow use case and your samples spill over, switch to Mixed (or Low Volume Mixed for smaller senders) or register separate campaigns. Twilio's use case list explains each option. Read 10DLC campaign registration for the full list and examples.

Higher-risk industries

Some industries face extra vetting or restrictions on 10DLC. If you are in lending, debt collection, cannabis, gambling or similar categories, expect more questions and slower review, and confirm with your provider which content is allowed at all before investing in a campaign.

Resubmission routine

1. Read the rejection reason exactly as returned. Ask your provider for clarification if needed.
2. Fix that issue.
3. Audit the description, samples, opt-in and website against this guide. Reviewers may only mention the first problem they found.
4. Confirm whether resubmission carries a fee. Twilio's schedule lists a $15 campaign vetting fee per attempt.
5. Resubmit once, with everything corrected.
6. Do not text from the number until approval.

Preventing rejection the first time

• Description answers who, to whom, what and how they opt in
• Use case matches every sample
• Two or more realistic samples with business name
• Opt-out language present
• Opt-in method verifiable with URL, wording or script
• Website live, consistent, with privacy policy covering texting
• No public link shorteners
• Brand verified before campaign submission

What to do while you wait

While a campaign is pending or being fixed, keep talking to customers by phone. Set clear voicemail greetings and make sure your business hours routing sends calls to someone who can answer. If customers text the number before approval, their messages may still arrive, but replying at scale should wait.

Fixing a rejection in Callata

Callata's texting registration shows its status in the app. If carriers reject it, the app prompts you to update your details and resubmit. The fields that matter most are the description of what your business does and why you text customers, and the example message, so use the guidance above when you edit them. Registration is a one-time $49 fee, and texting is part of the $99 monthly plan, which includes five users, once approved. Background reading: what 10DLC is. Ready to start? Sign up.