STOP 🛑 using Forced Opt-In

You’ve crafted the perfect marketing campaign, ready to connect with your audience via SMS 😎. But before you hit send, you need an approved 10DLC A2P Campaign are you inadvertently setting yourself up for a 10DLC A2P campaign rejection? 🤨 The culprit? Forced opt-ins and incorrect website opt-in verbiage 😨

In a recent video, we shed light on a common pitfall that’s causing headaches for businesses navigating the 10DLC (10-digit long code) A2P (application-to-person) registration process 😵‍💫. Let’s break down the key takeaways to ensure your campaigns get the green light 🚦

Want to see the video that inspired this post? You can do so Here!

Understanding the 10DLC A2P Landscape 💡

For those new to the game, 10DLC refers to standard 10-digit phone numbers used for business messaging. A2P registration is the process that allows businesses to send these application-based messages to consumers. This involves two crucial steps:

1. Brand Verification: A straightforward process of validating your business details (EIN, company name, organization type) against IRS records.
2. Campaign Review: This is where the potential for rejection lies. Direct Connect Aggregators (DCAs) manually review your campaign details, including your opt-in process.

The Forced Opt-In Faux Pas 😬

The biggest red flag for DCAs is the forced opt-in. This occurs when users are required to check a consent box (for SMS messaging, for example) to submit a form on your website, even if their primary intention is something else (like requesting a phone call or downloading a resource).

Think about it from the user’s perspective: they might be interested in your white-paper but not ready to receive SMS updates. Forcing them to opt-in feels intrusive and doesn’t respect their preferences. This is precisely why carriers and DCAs frown upon this practice.

Verbiage That Converts (and Complies) 🗣️

The language you use in your call-to-action (CTA) and around your opt-in is equally critical. Here’s the distinction:

• What not to do ❌
  • Simply stating “By providing a phone number, you are consenting to be contacted by SMS messages…” This implies consent is automatic upon providing the number, regardless of whether the user actively agrees.

• What to do ✅
  • Use clear and explicit language that ties consent to a specific action. Examples include:
    • “By providing a phone number, clicking this button and submitting the form, you are consenting to be contacted…”
    • Even better: “By clicking this button, you are consenting to be contacted.”

The key takeaway is that the user must take a deliberate action (like clicking a button) to signify their consent to receive SMS messages.

Actionable Insights for Approval Success 📈

1. Eliminate Forced Opt-Ins: Ensure users can submit forms without being required to check any SMS consent boxes. Offer separate, optional checkboxes for different communication preferences (email, SMS, phone calls)
2. Refine Your Opt-In Verbiage: Review all website forms where you collect phone numbers; update the surrounding text and button labels to clearly state that by taking a specific action (like clicking “Submit”), the user is consenting to be contacted via SMS
3. Provide Clarity on Use Cases: If you have multiple types of SMS messages (marketing, customer care, account notifications), consider allowing users to specify their preferences
4. Prioritize User Experience: A transparent and respectful opt-in process builds trust and reduces the likelihood of complaints

By paying close attention to your opt-in mechanisms and the language you use, you can significantly increase your chances of a smooth 10DLC A2P campaign approval and build stronger, more willing connections with your audience 🙌. Don’t let a simple oversight derail your messaging strategy! 🙅