Some programmes are better served by another channel
The requirementstatement
A campaign whose traffic does not need 10DLC should be told that toll-free or another channel fits it better.
- Severityseverity
- LowLOWBest practice. Worth fixing, rarely fatal on its own.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- campaign.description + campaign.usecase
- Where it liveslayer
- CampaignCAMPAIGN
- How Ekas settles itdetectability
- AI · formAI_FORM
- A semantic question about what you wrote: whether a description matches a use case, whether a name looks like a filed entity. Judged by a model against written criteria.
- What the fix involvesfailureClass
- Fix the fieldRETRY_FIELD
- A better value in the form fixes it. Ekas can rewrite it and re-check.
- Who requires itauthorities
- AWS
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
10DLC carries per-campaign vetting, registration fees and throughput tiers that a low-volume one-way notification programme gains nothing from, and a business that registers anyway pays for review cycles it did not need. This is advice rather than a defect, and it is worth giving early: the cost of hearing it after three rejections is much higher than the cost of hearing it now.
How to fix itremediation
Weigh toll-free verification against 10DLC for a low-volume, one-way, non-marketing programme — it is a single verification rather than a per-campaign one. Done when the channel is a decision you made rather than a default.
A compliant exampleexample
A clinic sending a few hundred appointment reminders a month is usually better served by a verified toll-free number than by a registered 10DLC campaign.
Common mistakespitfalls
- Toll-free is not an escape from a content rejection: the same prohibited categories are refused there, so a campaign turned down for its content will be turned down again.
Rules you will hit next
One other rule reads campaign.description + campaign.usecase. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
CMP-058 is one of 94 campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.