A2P 10DLC Approval Guide

Everything you need to maximize your chances of getting approved on the first try. Follow these steps carefully before submitting your registration.

What's Covered
Website Requirements Branded Email Setup Google Workspace Email Microsoft 365 Email Business Information Campaign Use Case Sample Messages Opt-In & Consent Optional Checkboxes Common Mistakes
1. Have a Working Website
While technically "optional," a website dramatically increases approval odds.
Important
The website field is marked as optional on the registration form, but carriers use your website to verify your business is real. Without a website, your brand may receive a lower trust score or be rejected entirely.
Your website should include:
  • Business name — must match exactly what you enter on your A2P registration (and your IRS/EIN documents)
  • Contact information — phone number and email visible on the site
  • Privacy policy — a dedicated privacy policy page (carriers check for this)
  • Terms of service — especially relevant if you collect leads via web forms
  • SMS/texting disclosure — a statement that your business sends SMS messages and how users can opt out (e.g., "Reply STOP to unsubscribe")
  • Physical address — should match the address on your registration
  • Privacy policy must state that consumer mobile information is not shared with third parties for marketing purposes — carriers specifically check for this language
Pro Tip
If you don't have a website yet, services like Squarespace, Wix, or GoDaddy offer quick website builders. Even a simple one-page site with your business info, a contact form, and a privacy policy is enough. Many insurance agents use their agency's main website or a simple landing page.
2. Use a Branded Email Address
Your email domain should match your website domain.
Carriers and The Campaign Registry (TCR) verify that your contact email matches your business. Using a free email like agent123@gmail.com or myagency@yahoo.com is one of the most common reasons for low trust scores or rejection.
Bad Examples
john.doe@gmail.com
bestinsurance@yahoo.com
agent@hotmail.com
myagency@outlook.com
Good Examples
john@smithinsurance.com
info@acmeinsurancellc.com
support@jdoeagency.com
admin@premierinsurance.com
The key rule: If your website is www.smithinsurance.com, your email should end in @smithinsurance.com. This proves you own and control both the domain and the business.
3a. Set Up Branded Email with Google Workspace
Get professional email using Gmail's interface with your own domain.
Google Workspace (formerly G Suite) lets you use Gmail with your own domain — so you get you@yourdomain.com but with Gmail's familiar interface, spam filtering, and calendar. Plans start at $7/month per user.
Step-by-Step Setup:
1
Go to Google Workspace
Visit workspace.google.com and click "Get Started." Choose the Business Starter plan ($7/user/month) — that's all you need for branded email.
2
Enter Your Business Info
Business name, number of employees (just 1 is fine), and your country.
3
Connect Your Domain
Select "I have a domain I can use" and enter your website domain (e.g., smithinsurance.com). If you bought your domain from GoDaddy, Namecheap, etc., Google will walk you through verifying ownership.
4
Create Your Email Address
Choose your email username (e.g., john@smithinsurance.com, info@smithinsurance.com). Pick something professional.
5
Update DNS Records (MX Records)
Google will provide MX records. Log into your domain registrar (GoDaddy, Namecheap, Cloudflare, etc.) and add these records to your DNS settings. This tells the internet to route email for your domain through Google.
6
Verify & Start Using
Once DNS propagates (usually 1-48 hours), go to mail.google.com and sign in with your new branded email. It works just like regular Gmail.
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3b. Set Up Branded Email with Microsoft 365
Use Outlook with your own domain for professional email.
Microsoft 365 Business Basic ($6/user/month) gives you Outlook email with your custom domain plus Word, Excel, and Teams. If you already use Outlook, this is the easiest path.
Step-by-Step Setup:
1
Sign Up for Microsoft 365
Go to microsoft.com/microsoft-365/business and choose Business Basic ($6/user/month). Sign up with your existing email first — you'll add your custom domain in the next step.
2
Add Your Domain
In the Microsoft 365 Admin Center, go to Settings → Domains → Add Domain. Enter your domain (e.g., smithinsurance.com).
3
Verify Domain Ownership
Microsoft will give you a TXT record to add to your domain's DNS. Log into your domain registrar and add it. Verification usually takes 15-60 minutes.
4
Update MX Records
After verification, Microsoft provides MX records. Add them to your DNS settings at your domain registrar. This routes your email through Outlook.
5
Create Users & Start Using
Create your email address (e.g., john@smithinsurance.com) in the Admin Center. Access it at outlook.office.com or in the Outlook desktop/mobile app.
4. Business Information & EIN
Your business details must match official IRS records exactly.
  • Business Name — Must match your IRS CP 575 letter or EIN confirmation exactly. If your IRS document says "Smith Insurance Services LLC", don't enter "Smith Insurance" or "Smith Insurance Services." Include the LLC, Inc., etc.
  • EIN (Tax ID) — Your 9-digit Employer Identification Number in XX-XXXXXXX format. This is cross-referenced against IRS records. If you're a sole proprietor without an EIN, select the "Sole Proprietor" brand type (SSN required instead).
  • Business Address — Use the address associated with your EIN. It should match your website and any other public business listings. P.O. boxes may cause issues — use a physical address.
  • Contact Phone — A real phone number that can receive calls. This may be used for verification. Use a business line, not a personal cell if possible.
  • Contact Email — Use your branded email address here (see Section 2 above). This is one of the most important fields.
Common Rejection Reason
Mismatched business names are the #1 reason brands fail vetting. If your EIN says "ABC Insurance Group LLC" but you enter "ABC Insurance" — it will fail. Double-check your IRS documents before submitting.
5. Campaign Use Case & Description
Be specific and honest about how you'll use SMS.
Choosing the Right Use Case:
  • Low Volume Mixed — Best for most insurance agents. Covers both informational and conversational messages. Lowest cost ($1.50/month) with up to 2,000 messages/day to T-Mobile. Choose this if you're unsure.
  • Mixed — For agents sending both transactional and promotional messages at higher volumes. $10/month but higher throughput.
  • Customer Care — Only if your messages are purely responding to customer inquiries (no proactive outreach). $2/month.
  • Marketing — If your primary use is promotional campaigns. $10/month. You must be very clear about consent.
Writing the Campaign Description (minimum 40 characters):
Your description should clearly explain what you're sending, who receives it, and why. Be specific to insurance.
Bad Description
"We send text messages to people about insurance."
Good Description
"Licensed insurance agency providing follow-up SMS to consumers who submitted quote requests through our website or lead forms. Messages include policy information, appointment scheduling, and coverage recommendations."
Promotional vs. Informational
Be honest about whether your messages are promotional. If you ever send messages like "Limited time offer!" or "Open enrollment ends Friday!" — select Mixed or Marketing, not Customer Care. Misrepresenting your use case is a top reason for campaign rejection and can result in your campaign being suspended after approval.
6. Sample Messages
Provide realistic examples of the texts you'll actually send.
You must provide at least 2 sample messages (minimum 20 characters each). These should represent the actual types of messages your business will send. Carriers review these carefully.
Rules for Sample Messages:
  • Be specific to your business — mention insurance, coverage, quotes, policies, or appointments
  • Include opt-out language in at least one sample — e.g., "Reply STOP to unsubscribe" or "Text STOP to opt out"
  • Use placeholders where appropriate — {name}, {agent}, {agency} are fine
  • Include your business name in at least one sample — carriers require it for brand identification
  • Include "Msg & data rates may apply" in at least one sample
  • Match your use case — if you selected "Customer Care," don't include promotional samples
  • Don't use ALL CAPS or excessive exclamation marks
  • Don't include URL shorteners (like bit.ly) — use your full domain
Example Sample Messages for Insurance Agents:
SAMPLE 1 — Initial Follow-Up
Hi {name}, this is {agent} with {agency}. I received your request for an insurance quote and would love to help you find the right coverage. When is a good time to chat? Reply STOP to opt out.
SAMPLE 2 — Appointment Reminder
Hi {name}, just a reminder about your insurance consultation scheduled for tomorrow at 2 PM. Let me know if you need to reschedule. - {agent}, {agency}
SAMPLE 3 — Coverage Information
{name}, I put together a few options based on what we discussed. I found plans starting at $45/month that fit your coverage needs. Would you like me to walk through them? Text STOP to unsubscribe.
7. Opt-In & Consent Description
Explain how end users consent to receiving your messages.
The "Message Flow" or "Opt-in Method" field is where you explain how consumers give you permission to text them. This is critical — carriers want proof that you aren't sending unsolicited messages.
What to Include:
  • How consumers opt in — web form, phone call, in-person meeting, etc.
  • What they're consenting to — receiving SMS about insurance quotes, appointment reminders, etc.
  • How they opt out — Reply STOP, text STOP, etc.
  • Where consent is collected — your website URL, landing page, CRM form, etc.
Bad Opt-In Description
"People sign up on our website."
Good Opt-In Description
"Consumers opt in by submitting an insurance quote request form on our website (smithinsurance.com/quote). The form includes a checkbox with disclosure: 'By submitting, you consent to receive SMS from Smith Insurance regarding your quote. Msg & data rates may apply. Reply STOP to opt out.' Consumers can also opt in verbally during phone consultations, which is documented in our CRM."
Best Practice
If you mention a website form, make sure that form actually exists on your website with an SMS consent checkbox. Carriers may verify this. The checkbox should not be pre-checked — the consumer must actively select it.
FCC One-to-One Consent Rule (2026)
As of January 2026, the FCC requires one-to-one consent — each company needs its own separate, explicit consent from the consumer. Shared lead forms no longer provide blanket consent to all parties. If you buy leads from a lead vendor, the consumer must have specifically consented to receive messages from your company by name.
8. Understanding the Optional Checkboxes
These are not required but affect how your campaign is evaluated.
On the campaign registration form, there are two optional checkboxes. Here's what they mean and when to check them:
"Messages contain URLs"
Check this if any of your messages will include web links — like a link to a quote page, a scheduling link, or your website. If you check this, make sure your sample messages also include a URL example. Don't use URL shorteners (bit.ly, tinyurl) — always use your full domain.
"Messages contain phone numbers"
Check this if your messages will include phone numbers for consumers to call — like "Call us at (555) 123-4567." If your messages are purely text-based conversations and don't include phone numbers in the message body, leave this unchecked.
Important
These checkboxes are not required to be checked for approval. Only check them if they accurately describe your messaging. Checking them when you don't actually send URLs or phone numbers in your messages won't help — it just adds unnecessary scrutiny to your campaign review.
9. Common Mistakes That Cause Rejection
Avoid these pitfalls to get approved on the first try.
Business name doesn't match EIN records
Your name must be an exact match to your IRS records — same spelling, capitalization, and entity type (LLC, Inc., etc.).
Using a free email address (Gmail, Yahoo, Hotmail)
This signals that the business may not be legitimate. Always use a domain-branded email.
No website or website is down
Even though the field is "optional," not having a website significantly reduces your trust score. If you provide one, make sure it's live and accessible.
Vague campaign description
Descriptions like "We text customers" get rejected. Be specific about your industry, who you message, and why.
Sample messages don't include opt-out language
At least one sample message must include "Reply STOP to opt out" or similar opt-out instructions.
Mismatched use case and content
If you select "Customer Care" but your samples show promotional content, you'll be rejected. Be honest about your message types.
Using URL shorteners in sample messages
Bit.ly, tinyurl, and other shorteners are flagged as spam indicators. Always use your full domain URL.
Poor opt-in description
Just saying "people sign up" isn't enough. Describe the specific mechanism (web form, verbal consent during call, etc.) and mention the consent language used.
Pre-Submission Checklist
Make sure you can check off every item before submitting.
Website is live and accessible with business name, contact info, and privacy policy
Email address ends in your website domain (not Gmail, Yahoo, etc.)
Business name matches IRS/EIN records exactly (including LLC, Inc., etc.)
EIN is correct and in XX-XXXXXXX format
Business address is a physical address (not P.O. Box) matching your records
Campaign use case accurately reflects your messaging (no mismatch)
Campaign description is 40+ characters and specific to insurance
At least 2 sample messages provided (20+ characters each)
At least one sample message includes opt-out language (Reply STOP)
Opt-in description explains how consumers consent to SMS
No URL shorteners used in sample messages
Optional checkboxes only checked if they apply to your messages
Expected Timeline
What to expect after submitting.
Step 1
Brand Vetting — 1-7 business days. Your business identity is verified against public records, EIN databases, and your website. Standard brands include secondary vetting which can take longer.
Step 2
Campaign Review — typically 24-48 hours after brand approval. Your use case, sample messages, and opt-in method are evaluated.
Done
Registration Complete — your phone numbers are linked to the campaign and your messages are delivered at full throughput without carrier filtering.
Use the Refresh button on the A2P registration page to check your status at any time.
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