Registering and activating a short code in the US is a 6 to 8 week process which is heavily dependent on campaign readiness. Most of this time pertains to campaign review and editing.
Many campaigns are not ready to be filed with the carriers upon first presentation and we are here to help with the process of ensuring a campaign is compliant.
In this starter guide, we will be going over what is required for a compliant application.
Rules and Regulations
Call to Action
All US Short code programs are required to have a call to action. This is how the program is advertised to the user and how consent is granted to receive messages. A Call to Action may be presented verbally (i.e. point of sale), via print ad (i.e. “text JOIN to xxxxx) or via web (i.e. mobile number entry).
The Call to Action must include the following criteria:
• Program description
• Message frequency
• “Message and data rates may apply”
• Link to Terms & Conditions and Privacy Policy
Terms and Conditions
The brand’s terms and conditions page will be reviewed for the following criteria:
• Program name and description
• Message frequency
• “Message and data rates may apply”
• Customer care information (i.e. Reply HELP for help)
• Opt out instructions (i.e. Reply STOP to end)
• Link to Privacy Policy
• “Carriers are not liable for delayed or undelivered messages”
Privacy Policy
It must be clear that the end user’s personal information will not be shared or sold to third parties for the purpose of marketing. In other words, only the brand that the user specifically provides consent to, may send messages to that user. Lead generation is not permitted.
Message Flow
Recurring programs must send a confirmation message upon opt in. This is referred to as the opt in message, welcome message or initial message. All US Short codes are required to respond to HELP and opt out keywords (STOP, QUIT, CANCEL, END AND UNSUBSCRIBE) whether the program is recurring or one-time. See next page for required criteria for the opt in, help and opt out responses.
Opt In Message
• Program/brand name
• Message frequency
• “Message and data rates may apply”
• Customer care information (i.e. Reply HELP for help)
• Opt out instructions (i.e. Reply STOP to end)
*Only program name is required for one-time programs
Opt Out Response
• Program/brand name
• Confirmation that user has unsubscribed and
• will not receive any more messages
Help Response
• Program/brand name
• Contact info (email/phone/support web page)
• Opt out instructions (i.e. Reply STOP to end)
Examples
Call to Action
Keyword
• Text [keyword] to XXXXX to receive [type of alerts] from [brand name].
• [Message Frequency]. Message & Data rates may apply. Terms & Conditions and Privacy Policy: [link]
Verbal
“Would you like to receive [type of alerts] from [brand name]? [Message Frequency]. Message & Data rates may apply. Terms & Conditions and Privacy Policy can be found here: [link]”
Web
• Enter your mobile number to receive [type of alerts] from [brand name].
• [Message Frequency]
• Message & Data rates may apply
• Terms & Conditions and Privacy Policy: [link]
Terms and Conditions
Recurring Programs
• [Program/Brand Name] Terms and Conditions
• [Program description]. Message and data rates may apply. [message frequency]. For help, reply HELP. To opt out, reply STOP. Carriers are not liable for delayed or undelivered messages.
• For our privacy policy, see here: [link to privacy policy]
One-time Programs
• [Program/Brand Name] Terms and Conditions
• [Program description]. Message and data rates may apply. For help, reply HELP. Carriers are not liable for delayed or undelivered messages.
• For our privacy policy, see here: [link to privacy policy]
Message Flow
Recurring Program
[Brand] Alerts: You have opted in to receive messages. Msg freq varies. Msg & Data Rates May Apply. Reply HELP for help. Reply STOP to cancel
One-time Program
[Brand]: Your one-time pin is xxxxx
Help Response
[Brand]: For help call 800-800-8080 or email help@example.com. Reply STOP to stop.
Stop Response
[Brand]: You have been unsubscribed and will not receive any more messages.