Local Number (10DLC) Registration: Getting Opt-in Right

As covered in Grasshopper’s introduction to SMS compliance, the local number (10DLC) registration process has two primary objectives:

1. Verify the business owner of a phone number is a legitimate business, and is not engaged in prohibited or illegal activities
2. Ensure that the business gets consent from its customers to communicate with them by text message (the customers receiving texts have ‘opted in” to receive those texts)

A lack of clear opt-in process (or “call to action”) can be one of the most common reasons for rejected registrations. Even if you only use texting to reply to customers (i.e. you don’t initiate text exchanges), carriers require you to provide a formal opt-in process as part of your registration. While it may sound daunting, Grasshopper is here to demystify the process.

Getting Started

If your business has a local number, Grasshopper makes it easy by including the local number registration form directly within the admin portal. The process includes two steps:

Step 1: Brand Registration

• Collects information about your business, such as a link to your website or other online presence. This type of information is required for business verification.

Step 2: SMS (Campaign Registration)

• Collects information about how your business plans to use messaging and what kinds of messages your business sends
• Requires a description of your business’s opt-in process, sometimes referred to as a “Call to Action” or “CTA”.

Questions on the opt-in process? Continue reading for guidance on how to demonstrate your opt-in process.

Note: The examples below are intended for general reference only. To meet compliance requirements you must ensure your answer in the registration form is an accurate reflection of your specific business practices for customer opt-in.

Common Ways to Handle Opt-In

Website Opt-In

This is one of the easiest opt-in methods for carriers to verify. In this scenario, your customers can opt-in to text messaging when they provide their phone number via a form on your company website. The opt-in should be an active choice the customer makes rather than assuming opt-in just because they provide their contact details.

Examples of website customer opt-in:

• While providing their contact details through a contact form
• When the customer registers for an event, or requests a reservation or appointment
• When requesting a quote
• Customer actively subscribes to updates and provides their preferred contact number for receiving those updates

Some key considerations:

• Customers should have a choice of whether they opt-in for messages. For this reason, using the check-box approach is highly recommended. If a business assumes opt-in based on the customer completing a form but does not directly ask for consent, then carriers are likely to reject the registration.
• If your business collects customer phone numbers anywhere on the website, then clear opt-in language must be included on that page
• If your business collects phone numbers via website, then a privacy policy must be present. A link to the privacy policy must be readily available to customers on the page where contact information is collected. The policy can be brief but must explain that your business does not share or sell customer information to 3rd parties.
• When writing answers in the registration form, include links to your business’s privacy policy and to the web page where contact information is collected. If the linked pages don’t match the process described in the registration answer, the registration will be rejected.

Opt-in Via Service Agreement, Contract, or Point of Sale Technology

In this scenario, the customer can opt-in to receive texts when they sign a contract, engagement or service agreement with your business.

Examples of contract customer opt-in:

• Completes a paper document (contract, service agreement, etc) that includes their contact information and agreement to receive communications from your business
• Completes an electronic form/document that includes contact information and agreement to receive communications from your business

Some key considerations:

• The contract/agreement should include an explicit agreement to receive text communications, and the customer should be able to say yes or no. Again, the check-box approach is the recommendation.
• Reference or link to your business’s privacy policy within the document
• Upload a copy of the document with the registration form, or if the document template is available as a download from your website, include a link to it when writing your answer in the form

Customer Opts in to Text Exchange with a Marketing Keyword

Customer initiates text exchange by sending a specific marketing keyword to the business number listed on your website, advertising, social media page, etc. Where the keyword is displayed (on your website, etc.) it must be clearly explained that by sending that word to the designated number the customer is signing up for text messages.

Example of marketing keyword customer opt-in:

• Website contains instructions that if the customer texts the keyword “CUPCAKE” to a specific number, they will sign up to receive information via text about special events and promotions at your bakery.

Some key considerations:

• If using this keyword opt-in approach, you must explain how your customers find your phone number and marketing keyword, and provide a link in your registration form that reviewers can use to verify it
• In the place where you share your marketing keyword (your website, social media page, etc) you must also have an explanation of what kinds of messages customers are signing up for and that they can opt-out at any time by replying STOP.
• You must also have a privacy policy and display the link to the policy on the page where the phone number and marketing keyword are listed

Opt-In During a Phone, Email, or Social Media Conversation

The customer shares their phone number and gives their consent to be contacted by text while they are engaging in a conversation with your business via phone, email, or social media.

Examples of Conversation opt-In:

• You ask the customer whether they consent to be contacted by text, and they say yes
• Customer proactively offers their contact information and requests that you contact them via text

Important:

• Upload a screen shot from your CRM or customer database showing how you track that a customer has opted into texts. As a best practice, it should also indicate the date of opt-in or opt-out
• As it’s more difficult to show proof of this opt-in scenario, you can strengthen your case by including the script you use to invite your customer to opt-in. For example: “If you agree, we can send updates about [your purchase / appointment, our services, etc.] via text message. The frequency of our messages varies, and messaging and data rates may apply. You can reply STOP at any time to opt out. Do you agree to receive text messages?”

Give yourself the tools for a successful SMS registration:

Demonstrating a clear process to get messaging consent (opt-in) from customers is an essential part of local number 10DLC registration; if your business doesn’t have a clear process, your registration is likely to be rejected. Give yourself the best opportunity for registration acceptance by using the examples we’ve outlined to create and describe an opt-in process.

As a Grasshopper customer, you can start your registration directly from the Admin center. Need more information? Be sure to reference our User Guide for step-by-step guidance through the registration process, including how to avoid or correct common issues that can delay registration.