# US messaging use cases

This page provides an overview of the use cases for US messaging. Select a use case to expand it and view detailed information.

**Abandoned shopping cart notifications (cart reminders)**

*Last updated: April 2025*

Messages sent using SMS to opted-in users after placing an item in their cart and not completing the check out.

This use case is limited to cart abandonment messages and SMS messages should not be triggered based on views or clicks. SMS messages should only be triggered when a user places an item in their cart.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines for abandoned shopping cart notifications are the same across all sender types in the US.The call to action and terms and conditions must disclose that this messaging program includes ASCNA double opt-in is required, and the double opt-in message content must clearly inform the user that this includes ASCNTap to text pop up and sending the autogenerated message from the phone's messaging system is considered an accepted DOI method for ASCNThe privacy policy must explicitly state how information is captured by the e-commerce site to determine when a consumer cart has been abandoned (for example, website cookies, plugins, and more)No more than one ASCN per event; ASCN must be sent within 48 hours after abandonmentASCN must not result in the completion of a transaction on behalf of the customerAbandoned cart notifications must not collect payment information or accept approval for purchase using keyword confirmation from the consumerConsumers must complete the transaction by processing payment themselves using a direct URL link to the e-commerce website |

Sources to reference
- CTIA Short Code Monitoring Handbook Section 3.16 - T-Mobile Code of Conduct 6.2 Shopping Cart Reminders

**Agents and franchises (10DLC only)**

*Last updated: April 2025*

Brands that have multiple agents, franchises, or offices in the same brand vertical, but require individual localized numbers per agent/location/office.

| Messaging channel | Allowed requirements |
| --- | --- |
| 10DLC | Post-registration approval by MNO is required for this use case5,000 number limit |

Sources to reference
- TCR Knowledge Base

**Affiliate marketing/lead generation**

*Last updated: April 2025*

Affiliate marketing is defined as an arrangement by which a retailer pays commission to an external party for traffic or sales generated from its referrals.

Lead generation for affiliate lead or commission generation is a disallowed practice over SMS.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines related to affiliate marketing and lead generation are the same across all senders in the US. This is a disallowed practice.The submission of campaigns with a supporting website that was created as a white labelled website, and used only to collect opt in or for promotion of affiliate marketing is a disallowed campaign typeWebsites created to mislead users to opt in to unrelated or unauthorized campaign is strictly prohibitedCampaigns submitted with supporting websites that have mention of affiliate marketing or lead generation will also be rejected |

Sources to reference
- CTIA Short Code Monitoring Handbook - CTIA Messaging Principles and Best Practices - T-Mobile Code of Conduct V2.2 5.2 Disallowed Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns

**Alcohol**

*Last updated: April 2025*

Messaging related to alcohol. These programs will be reviewed on a case-by-case basis and are not guaranteed for approval by the US operators on any sender.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines for alcohol messaging are the same across all sender types in the US.As a standard, direct promotion of the sale or consumption of alcohol is not typically allowedExample: "Use code DRINK15% for 15% off our newest vodka"Indirect promotion of these items is approved on a case-by-case basis:Items like cart reminders, shipping notifications, and exclusive coupon codes for the websiteExample: "Brand: Hey, did you leave something in your cart? Complete your checkout now by clickingwww.website.com""Brand: Hey, we’ve got an exclusive discount just for you, check out our new products for a discount"A robust age gate is required, with either:A user reply over MT with their birthdate (MM/DD/YYYY) or a user to enter their birthdate MM/DD/YYYY on a web form fieldAsking a user to "Reply YES/AGREE" to confirm they are over a certain age isnotconsidered to be robust age verificationHaving a web form that asks if a user is over 18/21 YES/NO isnotconsidered to be robust age verificationFor brands that do not directly sell alcohol but sell items related to alcohol (brew kits, wine accessories), or locations that primarily sell alcohol but offer other services (vineyards, breweries with restaurants) while an age gate may not be required if the main content is not legally age restricted it is recommended for campaign registration. Or it is recommended to add a disclaimer in the campaign summary that the campaign will only be to send messaging related to other products or services and no alcohol or age restricted content will be sent. |

Sources to reference
- CTIA Short Code Monitoring Handbook - T-Mobile Code of Conduct V2.2 5.2 Disallowed Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns

**Authentication (2FA/OTP/MFA)**

*Last updated: April 2025*

Authentication programs, such as two-factor authentication, one time passcode, and multi-factor authentication are used over SMS to assist in the authentication of a user account for security purposes.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines relating to authentication are the same across all senders in the US.Opt-in requirements for this use case still exist and should follow CTIA Messaging Principles and Best Practices**HELP and STOP** are still required to function on a 2FA/MFA/OTP program2FA is not required to be received using SMS and there should be an alternative means to validate accounts for users that do not wish to use SMS, for example, email, verbal, and so onIn many cases, multiple brands may use a single short code for 2FA, as long as all messaging is controlled by the direct owner of the short code and all messaging is templated for 2FA. |

Sources to reference
- CTIA Short Code Monitoring Handbook Exhibit 3.9.1 Single Message Programs - The requirement for an alternative method besides SMS comes directly from one of the Tier 1 operators in the US and, while not documented, is known to be required based on prior RFIs, rejections, and conversations. This stems from CTIA requirements of Choice and Consent, and if 2FA over SMS is required, there is no choice to consent.

**Carrier exemptions (10DLC only)**

*Last updated: April 2025*

Carrier exemptions is a specific use case for 10DLC only, which are reserved only for specifically exempt programs by the operators.

| Messaging channel | Allowed requirements |
| --- | --- |
| 10DLC | Available to direct CSPs only through TCROnce the campaign is submitted, post-registration approval is required, and should be completed within two weeks |

Sources to reference
- TCR Knowledge Base

**Canabis (CBD)**

*Last updated: April 2025*

As cannabis is not federally legal or legal in all 50 states, messaging for cannabis is strictly prohibited.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines for cannabis messaging are the same across all sender types in the US.As a standard, any promotion of cannabis is strictly prohibitedSome use cases related to cannabis advocacy may be approved on a case-by-case basisExample: "Contact your local congressmen regarding the CannAct"Certain use cases for cannabis brands may be considered on a case-by-case basis2FAAccount notifications"You have a new message in your account, log in to see""We have an important update for you. Read it here: [link to verification and age-gated landing page]"Such use cases are strictly monitored and may require additional vetting. Only templated messaging,
            which has been pre-approved by Infobip, is allowed. Other messaging that is related to cannabis may
            be subject to filtering or content violations.Expect longer review/provisioning times |

Sources to reference
- CTIA Short Code Monitoring Handbook - T-Mobile Code of Conduct V2.2 5.2 Disallowed Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P - SMS Messages Prohibited Messages and Messaging Campaigns

**Cryptocurrency**

*Last updated: April 2025*

Messaging programs related to cryptocurrency.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines related to cryptocurrency are the same across all senders in the US. This is a disallowed practice.Certain use cases that support Cryptocurrency brands may be considered on a case-by-case basis (2FA, account notifications)No messaging related to the marketing promotion or transactions is permitted |

Sources to reference
This guidance comes directly from feedback from Tier 1 operators in the US and, while not documented, is known to be disallowed based on prior RFIs, rejections, and conversations. This stems from the lack of security around such messaging and the high probability of fraud.

**Charitable donation campaigns (non-political)**

*Last updated: April 2025*

Messaging programs that support, remind, suggest, request, or advertise "giving" or "donation" to a brand.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | Infobip can manage the messaging but cannot handle mobile billing. The customer must have an agreement with a mobile billing provider. If the donation aspect of the campaign does not occur using the short code (for example, donation occurs through a web form using a URL), the following must be adhered to:Be qualified as tax-exempt under Section 501(c)(3) of the Internal Revenue CodeBe accredited by at least one arm's-length, disinterested nonprofit accreditation organization (such as Better Business Bureau Wise Giving Alliance, Charity Navigator)Receive separate opt-ins for informational and solicitation messages if both types of messages are provided under the same short codeDo not use the message program for lotteries, sweepstakes, raffles, or recurring donationsEnsure no entities involved in the donation campaign, aside from the charitable organization itself, use any part of the mobile subscriber data collectedFor charitable donation programs outside of direct-carrier billing, the dedicated application address must be leased or owned by the charitable organizationCharitable donation programs supported by a DCA must provide the following information to prove tax-exempt status under Section 501(c)(3) of the Internal Revenue Code:Charitable organizations accepting donations must maintain 501(c)(3) tax-exempt status and should not fall under the classification of 501(c)(4) entities. These organizations must avoid displaying political bias on their websites or in their messaging. If political affiliations or leanings are present, they must adhere to the political messaging requirements (see 'Political Campaigns' section).A valid call-to-action and clear product description within the SMS terms of service, which clearly discloses that donations will be solicited |
| 10DLC | Brands must be registered as 501(c)(3) through TCRUse case should be CHARITY/DONATIONCTA must indicate that donations are solicited |
| Toll-free number | Charitable organization must be 501(c)(3) and provide valid accreditation URL for donation solicitation |

Sources to reference
- CTIA Short Code Monitoring Handbook v1.9 3.12 Charitable Donation Programs - T-Mobile Code of Conduct V2.2 6.7 Charitable Donation Programs

**Debt collection**

*Last updated: April 2025*

Generally speaking, debt collection, debt consolidation, debt reduction, debt forgiveness or repair programs are considered disallowed content. However, programs for payment reminders and/or account notifications related to an outstanding debt are allowed.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | Messages formatted as payment reminder programs with no "debt collection language" are allowedExample: "You have an upcoming bill of $ XX.XX due on XX/XX"Consent must be granted to the direct owner of the debt, pass through consent is NOT allowedImplied consent cannot be granted for such programs"Third party" debt collection is only allowed for programs sending payment reminders and that have obtained direct consentNot all operators in the US support IVR/Phone opt-in for this use case (1) |
| 10DLC | Messages formatted as payment reminder programs with no "debt collection language"Consent must be granted to the direct owner of the debt, pass through consent is NOT allowedImplied consent cannot be granted for such programs"Third party" debt collection is only allowed for programs sending payment reminders and that have obtained direct consent |
| Toll-free number | Not accepted |

Sources to reference
- T-Mobile Code of Conduct V2.2 5.2 Disallowed Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns

(1) The note comes directly from one of the Tier 1 operators in the US and, while not documented, is known to be required based on prior RFIs, rejections, and conversations. This stems from high volumes of SPAM complaints or inability to provide opt-in proof for phone opt-ins on prior audits.

**Education**

*Last updated: April 2025*

Messaging programs for education-related services.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | No special requirements, not a designated use case for short code. Follows all standard compliance guidelines. |
| 10DLC | Available to direct CSPs onlyHas two designated use cases K-12 and Higher EducationK-12 Education: Campaigns created for messaging platforms that support schools from grades K-12, and distance learning centers (not for post-secondary schools)Post-registration approval by MNO is required for this use caseHigher Education Messaging created on behalf of colleges or universities, including school districts and education institutions (NOT for the "free to the consumer" messaging model)Expect up to two weeks for additional post-registration approval |
| Toll-free number | No special requirements, not a designated use case for TFN. Follows all standard compliance guidelines. |

Sources to reference
- TCR Knowledge Base

**Emergency alerts**

*Last updated: April 2025*

Sometimes referred to as time-sensitive alerts or critical alerts. These messages are notification services designed to support public safety/health during natural disasters, armed conflicts, pandemics, and other national or regional emergencies.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | It is recommended that emergency notification campaigns are submitted as FTEU to override blocklisting or messaging bucket limitations. This is not a requirement but is suggested to ensure that users who have exhausted their limited text plan or are blacklisted from SMS programs still receive these notifications.If an emergency notification needs to be sent at the Federal, State, local, tribal and territorial alerting authorities, it is suggested to use IPAWS/WEA and integrate local systems that use Common Alerting Protocol (CAP) standards with the IPAWS infrastructureA terms and conditions page must include the statement "Wireless carriers are not liable for delayed or undelivered messages"Emergency alerts programs should be watermarked to indicate an urgent/emergency designation and used only for true emergencies or time-sensitive alerts |
| 10DLC | Available to direct CSPs onlyIf an emergency notification needs to be sent at the Federal, State, local, tribal, and territorial alerting authorities, it is suggested to use IPAWS/WEA and integrate local systems that use Common Alerting Protocol (CAP) standards with the IPAWS infrastructureA terms and conditions page must include the statement "Wireless carriers are not liable for delayed or undelivered messages"Emergency alerts programs should be watermarked to indicate an urgent/emergency designation and used only for true emergencies or time-sensitive alertsThe 10DLC emergency alerts use case type requires post-registration approval and can only be used for emergency services, not as a mixed-use case or for general alerts |
| Toll-free number | Gun advocacy supported, no marketing for weapons |

Senders registered for Emergency Alerts are expected to be used ONLY for emergency/time-sensitive alerts and must not be registered for multiple use cases where the same sender is used for both emergency and non-emergency messages. If a brand would like to send messages for both emergency and non-emergency services these should be registered as two separate campaigns on two separate senders.

Sources to reference
- T-Mobile Code of Conduct 6.8 Emergency Notifications - TCR Knowledge Base - (Although not a documented requirement) this guidance comes from direct conversations with Tier 1 operators based on RFIs and verbal communication due to the different provisioning considerations for true emergency/time-sensitive alerts.

**Firearms**

*Last updated: April 2025*

Messaging related to firearms. This includes but is not limited to firearms, fireworks, ammunition, and explosives. These programs are reviewed on a case-by-case basis and are not guaranteed for approval by the US operators on any sender. Content must be legal in all 50 states.

Content must be legal in all 50 states (always required). Automatic Weapons/ARs are not legal in all 50 states. No messaging or MMS image should be sent containing content related to ARs or other weapons that are not legal in all 50 states.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines for firearms messaging are the same across all sender types in the US.As a standard, direct promotion of the sale or use of firearms is not typically allowedExample: "Use code GUNS15% for 15% off our newest Glock"Indirect promotion of these items is approved on a case-by-case basisItems like cart reminders, shipping notifications, and exclusive coupon codes for the websiteExample: "Brand: Hey, did you leave something in your cart? Complete your checkout now by clickingwww.website.com"Example: "Brand: Hey, we’ve got an exclusive discount just for you, check out our new products for a discount"A robust age gate is required, with either:User reply over MT with their birthdate (MM/DD/YYYY) or a user to enter their birthdate MM/DD/YYYY on a web form fieldAsking a user to "Reply YES/AGREE" to confirm they are over a certain age isnotconsidered robust age verificationHaving a web form that asks if a user is over 18/21 YES/NO isnotconsidered robust age verification |

Sources to reference
- CTIA Short Code Monitoring Handbook - T-Mobile Code of Conduct V2.2 5.2 Disallowed Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns

**Financial fraud alerts**

*Last updated: April 2025*

Messages sent by a potentially financial institution or credit card company to notify them of potential fraudulent activity.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | A TCPA exemption for bank fraud alerts does exist and is granted only on US short codes as the requirement is for FTEU messaging. A financial institution may send fraud alerts to an end user without their prior consent if:Messages must be zero-rated (FTEU)Messages must be sent only to the wireless number provided by the customer of the financial institutionMessages must state the name and contact information (for example, phone number) of the financial institutionMessages cannot include marketing, advertising, or debt collection contentMessages are limited to a maximum of three texts over a three-day period from a single financial institution to the owner of the affected accountMessages must inform recipients of the ability to opt-out by replying "STOP", which is the exclusive means by which consumers may opt-out of such messages"Reply STOP to cancel" should be included in all content MT for these types of campaignsOpt-out requests must be honored immediately |
| 10DLC | Financial Fraud Alerts are an accepted use case on 10DLC but must obtain consent before sendingThe exemption requires messages to be sent at a Zero Rate which is not available on 10DLC |
| Toll-free number | Financial Fraud Alerts are an accepted use case on TFN but must obtain consent before sendingThe exemption requires messages to be sent at a Zero Rate which is not available on TFN |

Sources to reference
- Guidance based on precedent and prior confirmation verbally from the US Operators

**Free To End User**

*Last updated: April 2025*

A Free To End User (FTEU) message is provided at no charge to the subscriber.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | FTEU can only be used for FTEU and cannot run concurrently with standard services on the same network"Msg and Data rates may apply" should not be included in MTs or on websites for any FTEU programs |

Sources to reference
- CTIA Short Code Monitoring Handbook v1.9 3.13 Free-to-end-user programs - T-Mobile Code of Conduct V2.2 6.3 Free-to-end-user programs

**Gambling**

*Last updated: April 2025*

The practice of risking money or other stakes in a game or bet.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | Promotion of gambling is strictly prohibitedAny campaigns related to gambling or casinos must include a robust age gate. (Must select 18+)Lottery programs related to results are allowed- For example, Powerball jackpot results are allowed, such as "Powerball jackpot results are XXXX"- However, "Play Powerball jackpot atwww.website.comto win now" is not allowed- For lottery programs, confirmation that the company is an official affiliate partner of the lottery is requiredTwo-factor authentication for gambling programs is approved on a case-by-case basisDirect promotion of casinos is not allowed; however, SMS may be used to promote events inside a casinoPrograms for loyalty programs related to gambling may be approved on a case-by-case basis |
| 10DLC | Promotion of gambling is strictly prohibitedAny campaigns related to gambling or casinos must include a robust age gate. (must mark as Age Gated)Lottery programs related to results are allowed- For example, Powerball jackpot results are allowed, such as "Powerball jackpot results are XXXX"- However, "Play Powerball jackpot atwww.website.comto win now" is not allowed- For lottery programs, confirmation that the company is an official affiliate partner of the lottery is requiredTwo-factor authentication for gambling programs is approved on a case-by-case basisDirect promotion of casinos is not allowed; however, SMS may be used to promote events inside a casinoPrograms for loyalty programs related to gambling may be approved on a case-by-case basis |
| Toll-free number | Not accepted |

Sources to reference
- CTIA Short Code Monitoring Handbook - T-Mobile Code of Conduct V2.2 5.2 Disallowed Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns

**Hate speech**

*Last updated: April 2025*

Abusive or threatening content that expresses prejudice on the basis of ethnicity, religion, sexual orientation, or similar grounds.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines related to hate speech are the same across all senders in the US.This is a disallowed practice.For purposes of this compliance guidance, hate speech also includes profanity and depictions or endorsements of violence, all of which are expressly disallowed. |

Sources to reference
- CTIA Short Code Monitoring Handbook - T-Mobile Code of Conduct 5.1 Unlawful, Unapproved, or Illicit Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns

**Insurance**

*Last updated: April 2025*

Messages sent by the direct insurer who is providing protection against a possible eventuality.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines related to insurance are the same across all senders in the US.A content provider must be the direct insurer and not a reseller of insuranceInsurance quotes must only be for the specific direct insurerEnd-user information must not be shared with third parties or affiliate marketers |

Sources to reference
- Guidance based on precedent and prior confirmation verbally from the US operators

**Job alerts (recruitment messages)**

*Last updated: April 2025*

Messages sent to opted-in users seeking employment, or updates related to the recruitment process.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines for job alert programs are the same across all sender types in the US.As keyword opt-in is generally not how these campaigns run, a complete description of the process and screenshots for review must be providedThe content provider must be the direct hiring agency or head-hunting firmEnd-user information must not be shared with third parties or affiliate marketersThe following alerts are disallowed:Work-from-home programsJob alerts from third-party recruiting firmsRisk investment opportunities |

Sources to reference
- T-Mobile Code of Conduct 5.2 Disallowed Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns

**Loan campaigns**

*Last updated: April 2025*

Any campaign sending messages related to loans.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | Only programs for the direct lender are considered, and the message sender must be the loan originator.The mobile call-to-action (CTA) or web opt-in must be separate from the end user signing up for the application or loanAs keyword opt-in is generally not how these campaigns run, provide a complete description of the process and screenshots for reviewVerbal opt-in is not allowed for loan-type campaignsEnd-user information must not be shared with third parties or affiliate marketersMarketing of "high risk" (1) type loans is not allowedPrograms for high-risk type loans may be considered on case-by-case basis for certain use cases (2FA, account notifications) |
| 10DLC | Must elect DIRECT LENDING attributeOnly programs for the direct lender are considered, and the message sender must be the loan originator.The mobile call-to-action (CTA) or web opt-in must be separate from the end user signing up for the application or loanAs keyword opt-in is generally not how these campaigns run, provide a complete description of the process and screenshots for reviewVerbal opt-in is not allowed for loan-type campaignsEnd-user information must not be shared with third parties or affiliate marketersMarketing of "high risk" type loans is not allowedPrograms for high-risk type loans may be considered on case-by-case basis for certain use cases (2FA, account notifications) |
| Toll-free number | Currently disallowed for loan marketing: High-Risk Financial Services, Payday Loans, Short Term- High Interest Loans, Auto Loans, Mortgage Loans, Student Loans |

Sources to reference
- T-Mobile Code of Conduct V2.2 5.2 Disallowed Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns

(1) High risk type loans for the purposes of this guidance include but are not limited to, payday loans, tribal loans, loans issued by pawn shops, or loans from indirect lenders. These types of loans may also not be legal in all 50 states.

**Machine-to-Machine (10DLC only)**

*Last updated: April 2025*

Machine-to-Machine (M2M) is a process that implies wireless communication between two or more physical assets. There is no human interaction in the Machine-to-Machine campaign. Subscriber-facing campaigns are prohibited.

| Messaging channel | Allowed requirements |
| --- | --- |
| 10DLC | Available to direct CSPs onlyMust select M2M use case and run on an M2M policy for some operators. |

Sources to reference
- TCR Knowledge Base - T-Mobile Code of Conduct

**Marketing (promotional marketing)**

*Last updated: April 2025*

Any communication that includes marketing and/or promotional content. Promotional messaging is when a message contains a sales or marketing promotion.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines for marketing programs are the same across all sender types in the US.Must select marketing use casePrior express written consent is requiredAdding a call-to-action like a coupon code to an informational text may place it in the promotional category.  Before a business sends promotional messages, the consumer must agree in writing to receive promotional texts.  Businesses that already ask consumers to sign forms or submit contact information can add a field to capture consent.In the event that a campaign is submitted for multiple use cases, one of which includes promotional marketing, there must be a separate opt-in mechanism for marketing **or**, marketing must be expressly noted in the verbiage of the call-to-action.For example, by providing your number and consenting to YourBrand SMS in the checkout, you agree to receive recurring text notifications (for your order, including abandoned checkout reminders), text marketing offers, and transactional texts, including requests for reviews from us. Msg and data rates may apply. Reply HELP for help, STOP to opt out. View Terms and Privacy. |

Sources to reference
- CTIA Short Code Monitoring Handbook - CTIA Messaging Principles and Best Practices - This guidance comes directly from Tier 1 operators in the US and, while not documented, is known to be required based on prior RFIs, rejections, and conversations. This stems from ensuring promotional marketing messages have proper consent. It is also a poor customer experience and leads to high volumes of SPAM for customers to have marketing messages combined with other services like delivery notifications, account alerts, and so on.

**Number pool (10DLC only)**

*Last updated: April 2025*

A pool of numbers, often identified by a SUBID, assigned to a single campaign where more than 49 numbers are needed.  
Number pooling is currently only available on 10DLC.

**NET NEW for external customers (CSPs)**

When creating a campaign:

1. Select the **Number Pool** attribute under **Campaign Attributes**.
2. In the **Campaign Description** section under **Campaign Details**, provide the following information:
   - Clearly state: THIS SUBMISSION IS FOR A NUMBER POOL USE-CASE
   - A clear explanation of the number pool intended use

**Number pool upgrade for external customers**

This process can be used if a customer has an already live and compliant campaign, but the customer has decided that a number pool use case is a better option:

1. Verify with our Compliance team that your current campaign and brand are eligible for a number pool upgrade. Submit the completed [10DLC Number Pooling Request Form](https://infobip-cdn-h0h7ekhqhgh4hgau.a02.azurefd.net/1g8x60m5haaeebc38sw9etdnqwq2orfxs6yjtxwklw767cqz71/10dlc-number-pooling-request-form.xlsx) to `sms_compliance_operations@infobip.com`.
2. Compliance approval: The Compliance team reviews your request and confirms whether the campaign is suitable for a number pool upgrade.
3. Developer integration: Additional development work is necessary to implement number pooling for your campaign.
4. Number pool activation: Once the development work is complete, the Compliance team confirms that the number pool has been successfully added to your campaign. At this point, you can begin by adding additional sender numbers.

**NET NEW for internal customers**

When creating a new campaign:

1. Select the **Number Pool** attribute under **Campaign Attributes**.
2. In the  **Campaign Summary** section under **Campaign Information**.
   - Clearly state: THIS SUBMISSION IS FOR A NUMBER POOL USE-CASE
   - Provide a concise explanation of how the number pool will be used, for example: "Each employee will be assigned a unique number for direct communication with customers"

**Number pool upgrade for internal customers**

This process can be used if a customer has an already live and compliant campaign, but the customer has decided that a number pool use-case is a better option.

1. Verify with our Compliance team that your current campaign and brand are eligible for a number pool upgrade. Submit the completed [10DLC Number Pooling Request Form](https://infobip-cdn-h0h7ekhqhgh4hgau.a02.azurefd.net/1g8x60m5haaeebc38sw9etdnqwq2orfxs6yjtxwklw767cqz71/10dlc-number-pooling-request-form.xlsx) to `sms_compliance_operations@infobip.com`.
2. Compliance approval: The Compliance team reviews your request and confirms whether the campaign is suitable for a number pool upgrade.
3. Developer integration: Additional development work is necessary to implement number pooling for your campaign.
4. Number pool activation: Once the development work is complete, the Compliance team confirms that the number pool has been successfully added to your campaign. At this point, you can begin by adding additional sender numbers.

| Messaging channel | Allowed examples of acceptable number pool |
| --- | --- |
| 10DLC | Ride-share company assigning a pool of proxy numbers between their drivers and customersA large number of numbers assigned to each employee within a company (that is, Insurance Agents)​Text-enabling a large number of retail companies’ brick-and-mortar stores​​Number pools can be obtained directly through Infobip's available number pools or CSPs may choose to have their own dedicated number pool provisioned |

Sources to reference
- TCR Knowledge Base - T-Mobile Code of Conduct - See [Number pool registration process](#number-pool-registration-process)

**P2P and UCaaS**

*Last updated: July 2025*

Currently, Infobip does not support P2P in the US. This applies to all sender types, short code, 10DLC, and Toll-Free Number. As these channels are to support A2P messaging, P2P use cases will not be considered. P2P support is not currently planned for support.

There are rare circumstances where other providers are able to provide P2P exceptions where a P2P use case can be approved to run on an A2P 10DLC. Infobip does not currently support this service.

| Messaging channel | Allowed requirements |
| --- | --- |
| P2P | Means Person-to-Person messaging. It is a decentralized communication model where devices (peers) communicate directly with each other, without relying on a central server.Some examples of P2P include:- Number Masking applications that allow individuals to purchase, or be assigned random 10DLC numbers which allow them to text over SMS without use of their personal mobile device- Manual replies to business inquiries from a phone- Customer texting into a small business owners personal phoneThe main features are- No central server needed- Direct device-to-device connectionTypically, P2P is used for consumer-level applications, small-scale communication, or systems needing low infrastructure.Compliance considerations:Does not typically follow 10DLC registration and compliance guidelines. Subject to high filtering, and low volumeInfobip does support UCaaS, which may, in some circumstances, appear to be person-to-person messaging.All UCaaS programs will be considered on a case-by-case basis, and any programs submitted that fall into the P2P category are subject to rejection. |
| UCaaS | Defined by TCR as UCaaS companies that provide cloud-delivered communication services for businesses. Each number assigned to a UCaaS campaign is typically assigned to a different employee of that business, and the use cases are varied. This use case is not for any API/automated-driven communication.Some examples of UCaaS include:- A business assigns a single phone number to each employee to communicate using SMS with other employees- Conversion of intra-office messages via Teams to SMS to individually assigned phone numbers- Two-way support conversationsThe main features are- Centralized service- Managed infrastructure- Fully-managed communication solution- Messages are sent from applications, not personal phonesCompliance considerations:Must follow 10DLC registration and compliance guidelines – including opt-in and support of HELP and STOP.Infobip does support UCaaS, which may, in some circumstances, appear to be person-to-person messaging.All UCaaS programs will be considered on a case-by-case basis, and any programs submitted that fall into the P2P category are subject to rejection. |

Sources to reference
- CTIA Short Code Monitoring Handbook - T-Mobile Code of Conduct V2.2 5.2 Disallowed Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns

**Pharmaceutical marketing**

*Last updated: April 2025*

Marketing messages related to medications that require a prescription. This is not related to pharmacy notifications for refill reminders, pick up details, and so on.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The compliance guidelines for pharmaceutical programs are the same across all sender types in the US.Should not be directly promotionalPreference would be to not directly name the medication unless the messages are targeted directly to those with confirmed prescriptionsExample: 15% off weight loss prescriptions versus 15% off compound semaglutideExample: Come in for our latest medspa injectable versus Come in and get a botox injection |

Sources to reference
This guidance comes directly from Tier 1 operators in the US and, while not documented, is known to be required based on prior RFIs, rejections, and conversations. This stems from ensuring that content is legal in all 50 states and the marketing of medications is not sent to those without a prescription.

**Platform Free Trial (10DLC only)**

*Last updated: April 2025*

Platform Free Trial is a specific offering for pre-approved direct CSPs.

| Messaging channel | Allowed requirements |
| --- | --- |
| 10DLC | Platform Free Trial is available to direct CSPs onlyIf you are an approved CSP for Platform Free Trial, contact your account manager to connect you with the compliance team regarding next steps |

Sources to reference
- TCR Knowledge Base

**Political campaigns and donations**

*Last updated: April 2025*

Part of organized effort to influence decision making of specific groups.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | Political campaigns require a call-to-action (CTA) or opt-in policy that is clear and applied consistentlyIf the political campaign also support donations, the following must be provided:Politician or organization namePolitician or organization websiteFEC ID, required if the candidate or organization is involved in a federal-level election and donations will be solicitedState Committee ID, required if the candidate or organization is involved in a state-level election and donations will be solicited. In place of the State Committee ID, official documentation from a state institution can also be provided as proof that the candidate or organization is engaged in a state-level election.A valid call-to-action (CTA) and clear product description within the terms of service, which clearly discloses that donations will be solicitedExample MT for donation messaging, including the URLEnd-user information must not be shared with third parties or like-minded organizations, and should be confirmed in the privacy policy page. It is suggested to add the approved carrier language to the privacy policy page: "The above excludes text messaging originator opt-in data and consent; this information will not be shared with any third parties." |
| 10DLC | Available only to Non-Profit entities with a Campaign Verify token or Aegis Political Vet, or Non-Profit entities with a verified 501(c)(3/4/5/6) tax-exempt statusPolitical campaigns require a call-to-action (CTA) or opt-in policy that is clear and applied consistentlyIf the political campaign also support donations, the following must be provided:A valid call-to-action and clear product description within the SMS terms of service, which clearly discloses that donations will be solicitedExample MT for donation messaging, including the URLEnd-user information must not be shared with third parties or like-minded organizations, and should be confirmed in the privacy policy page. It is suggested to add the approved carrier language to the privacy policy page: "The above excludes text messaging originator opt-in data and consent; this information will not be shared with any third parties" |
| Toll-free number | Available only to entities that have a Campaign Verify TokenCampaigns must submit: FEC ID, required if the candidate or organization is involved in a federal-level election, and State Committee ID, required if the candidate or organization is involved in a state-level election |

Sources to reference
- T-Mobile Code of Conduct V2.2 6.1 Political Donation Programs - CTIA Short Code Monitoring Handbook 3.11 Political Donation Programs

**Political campaigns (no donation solicitation)**

*Last updated: April 2025*

Part of organized effort to influence decision making of specific groups.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | Political campaigns require a call-to-action (CTA) or opt-in policy that is clear and applied consistentlyThere must be additional transparency on the political entity: Politician or organization name, and Politician or organization websiteEnd-user information must not be shared with third parties or like-minded organizations, and should be confirmed in the privacy policy page. It is suggested to add the approved carrier language to the privacy policy page: "The above excludes text messaging originator opt-in data and consent; this information will not be shared with any third parties." |
| 10DLC | Available only to Non-Profit entities with a Campaign Verify token or Aegis Political Vet, or Non-Profit entities with a verified 501(c)(3/4/5/6) tax-exempt statusPolitical campaigns require a call-to-action (CTA) or opt-in policy that is clear and applied consistentlyIf a Political campaign will not be soliciting donations, then it is not required that this is stated in the CTAEnd-user information must not be shared with third parties or like-minded organizations, and should be confirmed in the privacy policy page. It is suggested to add the approved carrier language to the privacy policy page: "The above excludes text messaging originator opt-in data and consent; this information will not be shared with any third parties." |
| Toll-free number | Available only to entities that have a Campaign Verify TokenCampaigns must submit: FEC ID, required if the candidate or organization is involved in a federal-level election, and State Committee ID, required if the candidate or organization is involved in a state-level election |

Sources to reference
- T-Mobile Code of Conduct V2.2 6.1 Political Messaging

**Proxy (10DLC only)**

*Last updated: April 2025*

Peer-to-peer, app-based group messaging with proxy/pooled numbers.

| Messaging channel | Allowed requirements |
| --- | --- |
| 10DLC | Direct CSPsPost-registration approval my MNO is required for this use case |

Sources to reference
- TCR Knowledge Base

**SHAFT**

*Last updated: April 2025*

SHAFT is an acronym used to categorize programs that include Sex, Hate, Alcohol, Firearms, and Tobacco. However, given the requirements for these are not the same, see the specific sections related to Sex, Hate, Alcohol, Firearms, and Tobacco.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | All programs in this category must include a robust age gateRequires a user reply through MT with their birthdate (MM/DD/YYYY) or a user to enter their birthdate MM/DD/YYYY on a web form fieldAsking a user to "Reply YES/AGREE" to confirm they are over a certain age" is not considered robust age verificationHaving a web form that asks if a user is over 18/21 YES/NO is not considered robust age verification |

Sources to reference
- CTIA Short Code Monitoring Handbook

**Shared senders**

*Last updated: April 2025*

A *shared code* is defined when multiple content providers share the same source address/origination number given each content providers have capabilities to custom craft a unique content message. The use of shared 10DLC, short code, and toll-free numbers across multiple businesses, entities, or organizations is prohibited. "Sub-aggregating" a single telephone number with multiple message senders is also prohibited.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | Messaging programs are expected to run on dedicated senders. The use of shared 10DLC, short codes, and toll-free numbers across multiple businesses, entities, or organizations is prohibited. "Sub-aggregating" a single telephone number with multiple message senders is also prohibited.In some rare instances, short codes may be approved to represent multiple brands in the messaging, if (and only if) there is a single message sender/controller and the use case is the sameApproval is on a case-by-case basisExtended approval timeframes should be expectedAdditional submission requirements (such as a special business review) may be requiredInclude in the campaign summary:The brand that is represented in the messagingWhy a single sender is neededConfirmation that there is a single message controller |

Sources to reference
- T-Mobile Code of Conduct 4.6 Shared Codes Prohibited - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns

**Sole proprietor (10DLC only)**

*Last updated: April 2025*

Limited to US or Canadian individuals or small businesses without an EIN/Tax ID, and requires a separate contract.

| Messaging channel | Allowed requirements |
| --- | --- |
| 10DLC | Available to direct CSPs with a sole proprietor contract with The Campaign Registry |

Sources to reference
- TCR Knowledge Base

**Stock alerts**

*Last updated: March 2026*

Stock alerts are generally considered disallowed content falling under the High Risk Financial Classification. However, some content types are considered allowed within restrictions.  
Messages which attempt to market specific stocks or products will likely be rejected. Avoid investment advice programs or lead generation and affiliate marketing programs.

The following are examples of disallowed content:
- "Sign up here to start trading — limited spots!"
- "Join our partners for exclusive stock picks"
- "We'll share your info with our investing partners"

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | Informational stock and account alerts languageMust remain neutral and should not direct or attempt to influence decision making, as that becomes a marketing messageExample: "AAPL crossed $190. View details in your app."Example: "Your watchlist stock TSLA moved +3.2% today."Educational and research-based financial contentThis includes articles, blog posts, newsletters, explainers, and market education where the primary purpose is learning, not tradingExample: "New article: How interest rates impact equity markets. Read more: example.com/blog"Example: "This week's market education newsletter is available. View here: example.com/newsletter"Transactional or security-focused messagingTwo-Factor AuthenticationTransactional alerts: These must be triggered by a specific user action (for example, payment confirmations or login notifications) |

Sources to reference
- T-Mobile Code of Conduct V2.2 5.2 Disallowed Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns - While neither code of conduct may specifically note "stock alerts", categories such as risk investment opportunities or lead generation are documented. Additionally, Infobip has had direct conversations with Tier 1 providers in the US to understand what would be considered allowable.

**Sweepstakes and contests**

*Last updated: April 2025*

A *sweepstake* is a legal game that includes a prize and a game of chance. No consideration is allowed. The definition of a sweepstake includes anything with a prize component, regardless of the method of prize delivery.

A *contest* is a promotional mechanism that includes a prize and a game of skill. Consideration is allowed, but there cannot be any element of chance.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | For sweepstakes, you must provide a copy of all official rules and guidelines, and the "in-market" call to action that was usedSweepstakes and contest rules must be present on the website, and must include, but are not limited to:Rules must be prominently located on the website associated with the sweepstakesRules cannot be generic, covering multiple sweepstakes of a type that may run in connection with a program, but must relate to an actual sweepstakeName and contact information for the sponsorAny eligibility restrictions applicable to participants or winners, such as state of residenceDescription of means of entryDate(s) the prizes will be awardedDescription of prize(s)Method of awarding prize(s)Description of how the winner(s) will be contacted and method for obtaining a list of winnersWho is eligible for sweepstakes and how the winner is selectedAge restrictionsFree method of entry |
| 10DLC | Direct CSPs onlyMust use Sweepstakes use casePost-registration approval by MNO is required for this use caseExpected to take up to an additional two weeks for carrier approval |
| Toll-free number | Disallowed |

Sources to reference
- T-Mobile Code of Conduct Version 2.2 - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages - CTIA Short Code Monitoring Handbook 3.5.2 SWEEPSTAKES AND CONTESTS

**Text 2 Pay**

*Last updated: April 2025*

Messaging programs that allow the completion of a transaction over SMS.

| Messaging channel | Allowed requirements |
| --- | --- |
| All senders | The ability to initiate a payment or complete a transaction over SMS is not considered an approved messaging service on any sanctioned sender at this time.Consumers must complete the transaction by processing payment themselves using a direct URL link. |

Sources to reference
This guidance comes directly from Tier 1 operators in the US and, while not documented, is known to be required based on prior RFIs, rejections, and conversations. This stems from the high instances of fraudulent transactions.

**Test campaigns/demo campaigns**

*Last updated: April 2025*

Campaigns used for testing, that is platform testing or demonstration purposes. Not intended to have a consumer-facing opt-in or be for use.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | Must indicate in the campaign summary that this code will be used only for testing/demo purposesInclude a description of what is being tested/demonstratedAll mandatory keywords (that is, HELP and STOP) are still expected to function with compliant responsesCertification testing will be completed: provide a test opt-in keyword and message |
| 10DLC | Must indicate in the campaign summary that this code will be used only for testing/demo purposesInclude a description of what is being tested/demonstratedAll mandatory keywords (that is, HELP and STOP) are still expected to function with compliant responses |
| Toll-free number | Must indicate in the campaign summary that this code will be used only for testing/demo purposesInclude a description of what is being tested/demonstratedAll mandatory keywords (that is, HELP and STOP) are still expected to function with compliant responses |

Sources to reference
This guidance comes directly from Tier 1 operators in the US and, while not documented, is known to be required based on prior RFIs, rejections, and conversations

**Tobacco (and vape)**

*Last updated: April 2025*

Messaging related to tobacco and vape products. These programs are reviewed on a case-by-case basis and are not guaranteed for approval by the US operators on any sender.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | As a standard, direct promotion of the sale or use of Tobacco/Vape is not typically allowedExample: "Use code VAPE15% for 15% off our newest HealthVape”Indirect promotion of these items is approved on a case-by-case basisItems like cart reminders, shipping notifications, and exclusive coupon codes for the website:Example: "Brand: Hey, did you leave something in your cart? Complete your checkout now by clicking www.website.com"Example: “Brand: Hey, we’ve got an exclusive discount just for you, check out our new products for a discount”A robust age gate is required, with either:User reply over MT with their birthdate (MM/DD/YYYY)User to enter their birthdate (MM/DD/YYYY) on a web form field"Reply YES/AGREE”to confirm age isnotconsidered robust age verificationWeb forms asking "Are you over 18/21? YES/NO"arenotconsidered robust age verification |
| Toll-free number | Zero tolerance |

Sources to reference
- CTIA Short Code Monitoring Handbook - T-Mobile Code of Conduct V2.2 5.2 Disallowed Content - AT&T Code of Conduct for AT&T Short Code and 10-Digit A2P SMS Messages Prohibited Messages and Messaging Campaigns

**UCaaS low volume and high volume (10DLC only)**

*Last updated: April 2025*

| Messaging channel | Allowed requirements |
| --- | --- |
| 10DLC | This use case is for businesses that use cloud-based communication services from UCaaS companiesExternal CSPs onlyOnly pre-approval CSPs are eligible for such use-cases through TCRSee TCRs product guide for UCaaS Application |

Sources to reference
- TCR Knowledge Base

**Viral messaging (short code only)**

*Last updated: April 2025*

Viral messaging is a process in which a consumer receives a message, identifies one or more other consumers as likely to be interested in receiving a similar message, and then initiates a process for the other consumers to receive the message. For example, consumer A may input consumer B's phone number into an app to send a message to consumer B through short code.

| Messaging channel | Allowed requirements |
| --- | --- |
| Short code | A message sender may send viral messaging through short code. The mechanism for a message sender to send viral messaging requires a consumer to:Verify that the consumer has obtained each message recipient's consent to send the message.Individually identify and select each message recipient.Confirm that each message will be sent on the consumer's behalf.Additionally, any viral messaging must state why the recipient has received the message, including identifying the consumer sending the message and the purpose of the message.Message senders must honor all opt-out requests from message recipients by opting the message recipient out of all messages sent through the viral messaging application, software, or program. Additionally, consumers sending viral messaging may not receive anything of value for using the viral messaging application, software, or program. To be consistent with the CTIA Short Code Monitoring Handbook's goals, these requirements honor consumer choice, help prevent abuse of messaging platforms, and facilitate transparency. |

Sources to reference
- CTIA Short Code Monitoring Handbook

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:/# US messaging use cases