What Is A2P 10DLC?
If you send text messages to customers in the United States using Twilio (for example, appointment confirmations or SmartFlow texts), you are required to register your business and messaging campaign.
If your campaign is rejected, it is usually because of missing consent language or an incomplete privacy policy.
This guide explains exactly what you need for approval.
Step 1: Choose the Correct Brand Type
When registering your Brand in Twilio, select the correct option:
Sole Proprietor
Use this only if you do NOT have an EIN (Tax ID).
Low Volume Standard
Use this if you HAVE an EIN and send lower message volumes.
Standard
Use this if you HAVE an EIN and send higher volumes.
Important:
If your business has an EIN, do NOT select Sole Proprietor. This will cause rejection.
Step 2: Select the Correct Campaign Type
Your campaign type must match the messages you send through BridalLive.
Most BridalLive stores should select:
Customer Care
If you send:
Appointment confirmations
Appointment reminders
Payment links
Account notifications
Low Volume Mixed
If you send:
Appointment messages
Occasional promotional or marketing texts
Your campaign description and message samples must match your selected type.
Step 3: Your Website Must Have Clear SMS Consent
When a customer enters their phone number (for example, on your BridalLive scheduler), they must clearly see:
Your business name
What type of texts they will receive
Message frequency disclosure
“Message and data rates may apply”
STOP instructions
HELP instructions
Example of Compliant Opt-In Language
“I agree to receive appointment texts from [Your Business Name] at xxx-xxx-xxxx. Msg & data rates may apply. Reply STOP to opt out, HELP for help. Message frequency varies.”
Important:
The checkbox must be unchecked by default
Customers cannot be required to opt in to book an appointment
Consent should be stored for your records
Including your Twilio texting number in the opt-in language is not required for approval. However, if your texting number is permanent and consistent, displaying it may help reduce message filtering and improve transparency.
Step 4: Privacy Policy and Terms & Conditions Requirements
During A2P 10DLC campaign registration, Twilio will ask for:
A Privacy Policy URL
A Terms & Conditions URL
These must be publicly accessible links.
What Twilio Is Looking For
Twilio reviewers expect to see:
In Your Privacy Policy:
How customer data is collected and used
A statement that mobile opt-in data will not be shared or sold
Reference to SMS communications
In Your Terms & Conditions (or SMS Terms):
Description of the SMS program
Message frequency disclosure
“Message & data rates may apply”
STOP instructions
HELP instructions
Do I Need Two Separate Documents?
Not necessarily.
You may:
Create a separate “SMS Terms” page and link it in the Terms field
ORInclude SMS terms directly inside your Privacy Policy and use the same URL in both fields
However, your Privacy Policy must clearly include SMS language if you choose the second option.
If your Privacy Policy does not mention SMS at all, your campaign may be rejected.
Best Practice Recommendation
For the smoothest approval process, we recommend:
Maintaining a standard Privacy Policy
Creating a short “SMS Terms” page specifically for text messaging
This makes it easier to satisfy both Twilio fields and reduces the chance of rejection.
Your Privacy Policy must:
Be publicly accessible
Be linked in your Twilio registration
Step 5: Provide Accurate Message Samples
When registering your campaign, you must provide at least two message examples.
Your samples must:
Include your business name
Match what you actually send
Match your selected campaign type
Example Appointment Reminder
“Hi [First Name], this is [Business Name] confirming your appointment on [Date] at [Time]. Reply STOP to opt out, HELP for help.”
Example Payment Notification
“Thank you for your purchase at [Business Name]. Please review your payment agreement here: [Link]. Reply STOP to opt out, HELP for help.”
Avoid placeholder or vague messages.
Common Reasons Campaigns Are Rejected
Most rejections happen because of:
Privacy policy does not mention SMS
Missing message frequency disclosure
Missing STOP or HELP language
Checkbox is pre-selected
Privacy Policy URL not provided
Campaign type does not match actual messages
Sole Proprietor selected when business has EIN
If Your Campaign Is Rejected
If Twilio rejects your campaign:
Review the rejection reason in your Twilio Console
Confirm your opt-in language includes all required disclosures
Update your Privacy Policy if it does not mention SMS
Make sure your campaign description clearly explains how customers opt in
Resubmit after updates are live
Approval typically takes 10–15 business days.
Best Practices for BridalLive Retailers
Keep your opt-in language clear and simple
Make sure your Privacy Policy includes an SMS section
Ensure your campaign type matches the messages you actually send
Keep wording consistent across your scheduler, SmartFlows, and Twilio registration
Store proof of consent for your records
Deliverability Tip: SMS Number vs Store Phone Number
Even after your campaign is approved, some iPhone users may not immediately see your messages.
Important:
The phone number sending your text messages (your Twilio number) may be different from your store’s main phone number.
To reduce filtering:
Clearly communicate which number sends your texts
Encourage customers to save that number in their contacts
Keep the SMS number consistent whenever possible
Ask customers to reply to at least one message
Saving the correct SMS number is the most effective way to prevent filtering on iPhones.
This filtering is controlled by the customer’s device and is not related to A2P 10DLC registration.
Additional Resources
The information in this guide is based on Twilio’s official A2P 10DLC documentation and campaign approval guidance. Requirements may change over time, so we recommend reviewing Twilio’s resources directly for the most current information.
For more details, please refer to:
Twilio A2P 10DLC Overview
Learn about brand registration, campaign registration, and overall requirements.
https://www.twilio.com/docs/messaging/compliance/a2p-10dlc
List of Campaign Use Case Types
Review available campaign types and select the one that best matches your messaging.
https://help.twilio.com/articles/1260801844470-List-of-campaign-use-case-types-for-A2P-10DLC-registration
Twilio Campaign Approval Best Practices
Tips to improve your chances of approval and avoid common rejection reasons.
https://www.twilio.com/en-us/blog/insights/best-practices/improving-your-chances-of-a2p10dlc-registration-approval
Need Help?
If you are unsure what to select or how to structure your opt-in language, contact BridalLive Support and include:
Your selected campaign type
Your opt-in checkbox wording
Your Privacy Policy URL
Two sample messages
Twilio's rejection reason, if rejected
We are happy to review everything before you resubmit.