SMS Compliance Knowledge Base

To maintain a high deliverability trust score, every 10DLC campaign must adhere to the latest CTIA Messaging Principles. Carriers now use advanced automated filtering to block campaigns that fail to provide mandatory disclosures.

Key Requirements

• Explicit Consent: Documented, undeniable opt-in consent must be captured before the very first message is ever sent.
• Brand Identification: Your brand or company name must appear at the immediate start of every initial message.
• Opt-Out Mechanics: Opt-out keywords must be universally supported and instantly honored across your entire infrastructure.
• Help Instructions: A "HELP" response must immediately deliver support instructions via text.

Are your STOP and HELP keywords active? Automated filtering algorithms instantly flag and suspend campaigns that fail to respond correctly to these universal keywords.

Opt-Out Keywords

Your 10DLC registry and SMS platform must recognize these five specific keywords to prevent carrier blocks: STOP, END, QUIT, CANCEL, and UNSUBSCRIBE.

HELP Keywords

CTIA guidelines require a functional HELP or INFO keyword response that provides clear contact instructions, such as an email address or toll-free support number, along with standard message/data rate warnings.

The CTIA Messaging Principles serve as the overarching framework for how Tier 1 carriers—like Verizon, AT&T, and T-Mobile—filter A2P (Application-to-Person) traffic.

If your campaign generates a high volume of opt-out attempts without a proper automated response, or if your website lacks the required privacy disclosures (prohibiting the sharing of mobile data), your 10DLC Brand trust score will plummet.

The consequences are severe and instantaneous: increased per-message surcharges, vastly reduced message throughput (TPS rates), and total campaign suspension without warning.