Which 10DLC Use Cases Get Approved, and Which Get Rejected

What decides whether a 10DLC use case is approved?

Approval depends on three things: whether the content category is allowed, whether consent is first-party and documented, and whether your description, samples, and website agree with each other. A permitted category can still be rejected if the evidence is thin.

Carriers apply the CTIA Messaging Principles and their own codes of conduct, and messaging providers add their own acceptable use policies on top. That is why the same campaign can be accepted by one provider and refused by another. The lists below reflect common carrier and provider policy as of September 2026; always check your provider's current list.

Which use cases are routinely approved?

Standard business communications with clear opt-in are approved routinely. These map directly to TCR use-case types and carry little risk when documented properly.

Monthly TCR fees for most of these are $10 per campaign, or $1.50 for Low Volume Mixed (TCR, August 2026).

Which content is prohibited on 10DLC?

Several categories are disallowed outright by major providers, and a campaign rejected for disallowed content generally cannot be resubmitted. Twilio lists these as disallowed for A2P 10DLC.

• High-risk financial services: loan marketing, payday and short-term high-interest loans, stock alerts, cryptocurrency, and other risky investments.
• Debt services: third-party debt collection, debt reduction or consolidation, and credit repair.
• Third-party lead generation: collecting consent on behalf of, or selling it to, other companies.
• Gambling and sweepstakes outside the dedicated, approved use case.
• Federally illegal substances, including cannabis and, at many providers, CBD.
• Sex and hate content, plus phishing, fraud, and impersonation.

Bandwidth's April 2026 vetting guidance adds that prohibited content anywhere on the business website, not just in messages, results in denial.

Is SHAFT content banned completely?

No. SHAFT (sex, hate, alcohol, firearms, tobacco) is not a blanket ban. Sex and hate content are prohibited, firearms are generally refused, and alcohol and tobacco can be registered by some providers if a working age gate is in place.

T-Mobile's code of conduct prohibits SHAFT content that does not follow federal and state law, including age-gating. Providers interpret "working age gate" as a date-of-birth entry at opt-in, not a yes/no "Are you 21?" button. Expect stricter review, and confirm your provider accepts the category before building the program.

Can MCA, lending, and insurance businesses register 10DLC campaigns?

Sometimes, but only for first-party messaging and only with full disclosure. A funder or agency texting its own applicants or clients about their own file can often register; a broker texting leads on behalf of partners generally cannot.

• Disclose lending. Campaign forms ask whether content relates to lending. Answer yes if it does; undisclosed lending content is a rejection and suspension risk.
• Keep consent one-to-one. Carriers require opt-in that is specific to your brand and not shared with third parties (Bandwidth, April 2026). Consent language that mentions "partners" or "affiliates" who may contact the consumer reads as lead generation.
• Match the website. Your site must name the brand that sends messages and describe the service it provides.
• Expect provider differences. Some providers refuse loan marketing entirely (Twilio error 30897); others accept disclosed first-party lending with extra review.

How should you describe your use case?

Describe exactly what you send, to whom, and why, in plain language that matches your samples and website. Accurate descriptions pass; vague or euphemistic ones get returned.

Do not rename a restricted activity to get it through review. Carriers monitor traffic after approval, and content that does not match the registered use case can lead to campaign suspension and, at T-Mobile, pass-through fines of up to $10,000 for repeated content violations (Bandwidth, August 2026).

Should you register a Mixed campaign or separate campaigns?

Register separate campaigns when message types differ sharply in audience or consent, and use Mixed only when the same subscribers receive several types of messages under one opt-in. Mixed campaigns must disclose every message type they carry.

For example, a clinic sending appointment reminders to patients and monthly promotions to a separate marketing list is better served by two campaigns: Customer Care or Account Notification for reminders, and Marketing for promotions. Each campaign then has its own clear consent path and samples. A small retailer whose subscribers all opted in to "order updates and offers" in one checkbox can reasonably use Mixed. Low Volume Mixed is cheaper at $1.50 per month (TCR, August 2026) but carries the lowest throughput, so reserve it for genuinely small programs.

What should you do if your campaign is rejected?

Read the rejection reason, fix every issue it names, and resubmit once. If the rejection is for disallowed content, the campaign generally cannot be fixed by rewording, and you need a different channel or business model.

1. Match the brand name across registration, website, consent text, and samples.
2. Add or correct the consent disclosure on the live form and provide a screenshot.
3. Remove third-party sharing language from the privacy policy and consent text.
4. Rewrite the description and samples so they describe the real program.
5. Flag any links, phone numbers, lending, or age-gated content accurately.

Full Percent prepares brand and campaign submissions, scans content for restricted terms, and handles DBA naming through its SMS and 10DLC compliance service. If the website is the problem, the 10DLC-compliant website includes the policy and consent pages reviewers look for.

Stephen Ventura founded Full Percent in Boca Raton, Florida. He has built email systems since 1997 and SMS platforms since before the iPhone. stephenventura.com