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A2P 10DLC Campaign Vetting Changes
Manual vetting now applies to new US A2P 10DLC campaigns. Learn what it costs, what “Pending” means, and how to improve approval—plus alternatives if you need to launch fast.
Understanding Why SMS Campaign Approvals Take Longer Now
Businesses sending SMS campaigns are now facing stricter review processes as carriers work to reduce spam, fraud, and abusive messaging.
New A2P 10DLC campaigns must go through manual vetting before they can begin sending on approved messaging routes.
Without understanding the vetting process, businesses may experience delays, rejected submissions, or unexpected costs during setup.
This guide will walk you through the A2P 10DLC vetting changes so you can understand what to expect, avoid common mistakes, and improve your approval chances.
To begin, review what changed in the vetting process and why carriers introduced these requirements.
What Changed and Why
To reduce spam, fraud, and unwanted messaging and protect SMS as a trusted channel, carriers require manual vetting for new US A2P 10DLC campaigns starting January 26, 2023. A one-time $15.75 verification fee applies at registration and is passed through to telecom partners.
Key takeaway: This change impacts new campaign registrations. Existing campaigns keep their current settings and recurring fee structure.
Who Is Affected
- New campaigns only: Standard, Low-Volume Standard, and Sole Proprietor 2.0 (when available).
- Existing campaigns: Not affected; settings and recurring fees remain unchanged.
What to Expect During Vetting
- New submissions enter a Pending state until manual vetting completes.
- You can send on the A2P route only after approval and with compliant content.
- If a campaign fails vetting, the $15.75 fee is non-refundable.
- Some telephony systems may introduce pre-screening to catch issues before external vetting (availability can vary).
Pro tip: Don’t rush sample messages. Most vetting failures come from mismatched use case, unclear consent language, or inconsistent branding/website details.
How to Improve Approval Odds
- Follow best practices: clear opt-in language, opt-out in samples (example: Reply STOP to opt-out), and an accurate use case.
- Ensure your website, brand, and sample messages match (no mismatched domains, names, or offers).
- Use real, representative samples—don’t mix OTP/auth examples into a marketing campaign type.
- Keep prohibited content out of your flows and message examples.
Internal link tip: If you want to reference your related guide, keep it on the subdomain when possible. If this guide exists only on the main domain for now, it’s still OK to link out.
Fees and Recurring Costs
- One-time verification fee: $15.75 at registration (pass-through).
- Recurring fees: Unchanged; based on the campaign use case and applicable schedules.
Consider Toll-Free as an Alternative
Toll-Free messaging does not use Brand/Campaign registration and remains an attractive option if you need a different setup. It has its own verification process and can offer strong deliverability.
When Toll-Free helps: If you need to launch quickly, don’t have the right Brand details, or want a different verification path, Toll-Free can be a practical alternative.
If Your Campaign Is Pending or Rejected
- Pending: Confirm your use case, samples, and website disclosures match—then wait for review completion.
- Rejected: Review the issues, correct the details (use case alignment, opt-in/opt-out, website consistency), and resubmit.
Pro Tips
- Include a sample with Reply STOP to opt-out in your registration.
- Use a company email domain that matches your brand when applicable.
- Keep proof of consent and maintain an up-to-date website with opt-in language.
Want to reduce vetting delays?
Align your website, use case, and sample messages so your registration matches what you actually send.
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Frequently Asked Questions
What changed for A2P 10DLC campaigns?
Starting January 26, 2023, all new US A2P 10DLC campaign registrations undergo manual vetting and incur a one-time $15.75 verification fee.
Who is affected by the change?
Only new campaigns are affected. Existing campaigns are not impacted.
What happens while my campaign is under review?
It remains in a Pending state until vetted and approved. You can send on the A2P route only after approval and with compliant content.
Is the fee refundable if my campaign is rejected?
No. The $15.75 verification fee is non-refundable if the campaign fails vetting.
Are recurring fees changing?
No. Recurring fees are unchanged and continue to depend on the campaign’s use case.
Is there an alternative to 10DLC?
Yes. Toll-Free messaging remains an attractive alternative and uses its own verification process.
Keep campaigns compliant and deliverable
Manual vetting is here to stay—so the fastest path is clean consent language, accurate use cases, and consistent branding across your website and samples.
Better approvals. Fewer disruptions.
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