A rejection email from the carrier review is frustrating, especially after waiting a week or two. The good news is that rejections are rarely about your business. They are almost always about something a reviewer could not verify. Fix that, resubmit, and most campaigns go through.
Here are the problems we see most often, roughly in order.
1. The opt-in is not visible or not clear
Reviewers need to see exactly how a person agrees to receive texts. If your opt-in happens on a paper form, at a front desk or inside an app, they cannot see it. Give them something they can open:
- A public web page with the sign-up form, or
- A screenshot or photo of the paper form, hosted at a public link.
The form should name your business, say what kind of texts people will get and how often, mention that message and data rates may apply, and explain how to stop (reply STOP) and get help (reply HELP). Link your privacy policy and terms right there.
2. The consent checkbox is required
This one catches a lot of people, including us. When we registered texting for our nonprofit, MyCleanOcean, the campaign came back because the SMS consent checkbox had to be ticked to submit the form. Carriers want texting consent to be a free choice: the box must be optional and unchecked by default, and someone must be able to use the form without agreeing to texts. We made the box optional, added an email-only path, resubmitted, and it was approved.
3. The privacy policy is missing the SMS language
Your privacy policy needs a clear statement that mobile numbers and text-messaging opt-in data are not shared with third parties or affiliates for marketing purposes. Generic privacy language is not enough. Put it in its own sentence so a reviewer can find it.
4. The website does not match the application
The reviewer opens your website to confirm the business is real and matches what you described. Common problems:
- The site is under construction, password-protected, or a parked domain.
- The business name or address on the site does not match the registration.
- The site sells something different from the use case on the campaign.
If you operate under a DBA, say so on the site, for example “Bayside Dental is a service of Bayside Dental Group, LLC.”
5. Sample messages look fake or generic
“Hello, this is a test message” will not pass. Write the samples you will actually send, with your business name at the start, the real content, and opt-out language such as “Reply STOP to opt out.” If you will send links, include a link in a sample, on your own domain rather than a public URL shortener.
6. The use case does not fit the messages
If you pick “account notifications” but your samples are promotions, it will be flagged. If you send a mix of reminders, updates and the occasional offer, choose a mixed use case and describe each type.
7. Restricted content
Some categories face extra rules or are not allowed on standard registration at all, such as cannabis, some lending, gambling and third-party lead generation. Age-restricted content needs an age gate on the opt-in. If you are in one of these areas, ask before you file.
A checklist before you resubmit
- Opt-in page is public and linked in the application.
- Consent checkbox is optional and unchecked.
- Form names your business, message types, frequency, rates, STOP and HELP.
- Privacy policy has the no-sharing sentence for mobile numbers.
- Terms include an SMS section with the same disclosures.
- Samples are realistic and branded, with opt-out language.
- Website, legal name and address all match.