What is 10DLC Compliance?
Last reviewed by Moderation API
10DLC compliance means every text message sent on a registered 10-digit long code stays within what its brand and campaign were approved for, and follows carrier and CTIA rules. Registration is a one-time step. Compliance applies to every message after it.
What it covers
- Registration: the brand and each campaign are registered with The Campaign Registry, with a use case, sample messages and an opt-in description.
- Content: messages match the registered use case and samples, and carry no undeclared links, phone numbers, lending or age-gated content.
- Prohibited content: no phishing, scams or SHAFT content (sex, hate, alcohol, firearms, tobacco) unless the campaign declares and age-gates it.
- Consent and opt-outs: recipients opted in, and every opt-out is honoured. Under the FCC rules, opt-out words such as STOP, QUIT, END, REVOKE, OPT OUT, CANCEL and UNSUBSCRIBE all have to work.
- Sending behaviour: no snowshoeing, which is spreading the same content across many numbers to evade filters.
Who is responsible
The brand writes the messages, but carriers fine the layer above them, and the fine travels down to the campaign service provider (CSP) that sent the traffic. Carrier fines are charged per violation, and a suspension stops every number on the campaign.
Why approval is not enough
A campaign is checked once, at approval. Live traffic changes. When messages drift from the approved use case or samples, carriers and direct connect aggregators can fine the violation or suspend the campaign. Staying compliant means checking live traffic against each campaign's registration, not only the samples at approval.
Moderation API’s 10DLC compliance add-on checks every message against the campaign it was sent under.
