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A list of top reasons The Campaign Registry (TCR) denies applications for SMS and how to avoid denial.
The Campaign Registry (TCR) can be a challenge for many businesses, especially those new to SMS communication. Unlike email, SMS provides direct access to native messaging on personal phones, necessitating safeguards against misuse. With an impressive 98% of text messages being opened and read, compared to a 20% email open rate, it's in everyone's best interest to ensure SMS remains effective and spam-free.
Getting your application submitted correctly the first time is important - your registration process includes two components: one for your brand registration (your company info) and one for your campaign registration (how you plan to use SMS). If your SMS registration is rejected, the turnaround time for a second review can be significantly longer - so getting it right the first time is really helpful. Here are the top five reasons TCR applications are rejected and how to avoid them:
1. Privacy Policy: Non-Existent or Out of Compliance
Given the sensitive nature of SMS communication, TCR emphasizes the importance of a robust privacy policy that aligns with industry standards.
You must have a privacy policy to get TCR approved. Your privacy policy should have a section specifically regarding SMS and explicitly detail how customer data is collected, utilized, stored, and safeguarded. Transparency is key—your policy must be easy to find and understand for your audience. Please consult with a legal professional to ensure your privacy policy meets TCR requirements and adequately addresses SMS-specific considerations. A well-crafted privacy policy not only supports compliance but also builds trust with your customers, demonstrating your commitment to data protection and ethical practices.
To learn more, check out our guide to writing your SMS privacy policy, with examples and templates:
2. SMS Opt-in is Incorrect or Missing
Missing or improperly configured opt-ins are a common cause of TCR application rejection.
Obtaining explicit, informed consent is essential, and your opt-in process must be clear and unambiguous. Whether users opt-in via a web form, text-to-join program, or another method, they should fully understand what they’re agreeing to, including the type and frequency of messages they’ll receive. Ensure your call-to-action language meets compliance standards by outlining these details and providing an opt-out option. A well-executed opt-in process not only meets TCR requirements but also sets a strong foundation for considerate communication.
For example, a website's web form must include an unchecked checkbox with explicit language explaining the types of messages the user is consenting to receive, such as: 'I consent to receive informational and promotional SMS messages from ABC Co.'
3. Denials Due to Administrative Reasons
This process requires several business details that are easy to enter incorrectly if you are not careful. Go slowly, and consider your answers before submitting for approval.
- Incorrect brand information: All details, including your business name, address, and contact information, must exactly match the information on your EIN business tax documents to receive Brand approval. Even minor discrepancies, such as abbreviations or formatting differences, can result in delays or rejection of your application. Double-check your submission to ensure consistency with your official records and other documentation.
- Help/Opt-out messages not having appropriate/compliant language: The application asks for your opt-out language and they are looking for specific things like your brand name and confirmation the consumer will receive no further messages. Example: "You have successfully opted out of messages from [Company Name]. You will receive no further messages."
4. Blocked Industries
TCR strictly prohibits SMS campaigns from certain industries to ensure compliance with regulations and uphold ethical standards. If your business operates within a blocked category, your application will be automatically rejected. Before submitting, verify that your business aligns with TCR’s guidelines and does not fall into any restricted industries. Here is a list of the sectors that cannot use SMS:
- Third-party lead generation services and marketing
- High-risk financial services
- Debt collection or forgiveness
- “Get rich quick” schemes
- Illegal substances/articles
- Prescription drugs
- Gambling
- "S.H.A.F.T." use cases and electronic smoking devices
If you are in one of these industries, sometimes there are alternatives you can use to still reach your contacts. Please text 309-605-0390 and schedule a time to discuss your industry and use case.
5. Incorrect Campaign Use Case Information
When example messages don’t align with the proposed use case, applications are often rejected.
The TCR application requires three example messages that accurately reflect the type of messages you plan to send and align with the use case selected in the application.
For instance, if you select 'customer care' as your use case but submit a sample message like 'SALES HAPPENING NOW 50% OFF CLICK THIS LINK,' your application will be denied because the sample messages and use case don’t match.
Appropriate examples for a customer care use case might include:
- 'Thanks for texting ABC Co. Customer Service, how can I help you?'
- '[REP NAME] from ABC Co. is scheduled to visit your office on [DATE, TIME] for service. Please reply to confirm your appointment.'
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