To successfully register your brand and messaging campaigns for A2P 10DLC, U.S. carriers require that your company’s Terms and Conditions clearly explain how consumers interact with your SMS program. As with the privacy policy, your Terms and Conditions must be easy to find on your website, typically in the footer. These terms help establish transparency and protect both your business and your users.

Below is a breakdown of the required components and guidance for structuring compliant Terms and Conditions.

Why SMS Terms and Conditions matter

Carriers review your registration to confirm that you are operating a compliant messaging program. Your Terms and Conditions help carriers verify that users:

  • Understand what types of SMS messages they will receive
  • Know how often they will receive them
  • Have clear opt in and opt out mechanisms
  • Are aware of any message or data costs
  • Can find your privacy practices
  • Can get help when needed

Missing or incomplete terms often cause campaign rejections, so it is important to include all required disclosures.

Required elements of compliant A2P 10DLC SMS Terms

1. SMS program description

Explain what your business does and what users are signing up to receive.

  • Example: “You will receive order updates, appointment reminders, and customer support notifications.”

2. Message types and cadence

Users must know what you will send and how often. Cadence may be specific, such as “up to 4 messages per month”, or conditional, such as “messages sent as needed based on activity”.

  • Example: “You can expect to receive customer support and marketing messages from [Company Name]. Message frequency varies.”

3. Message and data rate disclosure

A standard carrier approved statement is required. Required wording: “Message and data rates may apply.”

4. HELP information

Provide instructions for users to get assistance via SMS.

Required wording: “Text HELP for help.”

You may also list an email, phone number, or website where the user can get support. This is not mandatory but is highly recommended.

5. Opt out instructions

Users must be able to stop messages at any time.

Required wording: “Text STOP to opt out.”

You may add clarifying language such as: “After texting STOP, you will receive a confirmation message and no further messages will be sent.”

6. Privacy policy link

Include a direct, publicly accessible link to your privacy policy. This policy must explain:

  • How user data is collected
  • How SMS consent is stored
  • How information is shared or protected

Required: An actual URL must be present in the terms.

Tip: If you share information with third parties, your privacy policy must explicitly state that text messaging opt in data is not shared under any circumstance.

7. Terms and Conditions accessibility

Your Terms and Conditions must be:

  • Visible and accessible at the time of text messaging opt in
  • Viewable on your website or app
  • Shown near any SMS signup form or opt in mechanism

8. Carrier deliverability disclosure

Include a statement confirming that carriers are not responsible for delays or delivery failures. Required wording: “Carriers are not liable for any delayed or undelivered messages.”

Sample A2P 10DLC compliant SMS Terms and Conditions template

Your Terms and Conditions should appear on your website, typically in the footer, and should also be available near any text messaging opt in point. Below is a template you can adapt.

SMS Terms and Conditions

By opting in to receive SMS messages from [Business Name], you agree to receive text messages related to [describe message types, e.g., order updates, reminders, promotional offers, customer service notifications]. Message frequency varies based on your interactions with us [or specify fixed cadence].

Message and data rates may apply.

For help, reply HELP or contact us at [email or phone number].

To opt out, reply STOP at any time. You will receive a confirmation message. No further messages will be sent.

Your privacy is important to us. Please review our Privacy Policy here: [URL].

By opting in, you confirm you are the account holder or have the account holder’s permission to enroll and receive text messages.

Best practices for approval

  • Ensure the wording on your website matches what you submit in your campaign registration.
  • Place your SMS Terms and Conditions near the opt in form, rather than only in the footer.
  • Use explicit opt in language such as: “By checking this box, you agree to receive text messages from...”
  • Do not use pre checked checkboxes or require the checkbox to be selected in order to submit a form. These are considered forced opt in.
Important: If you use a checkbox to gain SMS consent, the checkbox cannot be preselected and cannot be required to submit the form.
  • Update your privacy policy regularly to reflect SMS data handling.