New regulations for local (10DLC) and toll-free numbers require that every message sender is identified and submitted to the cell carriers for approval. If you are a platform that is sending messages on behalf of your customers, you must register your customers’ brands with the carriers before you can send messages on their behalf.

To do this through Sendo, your account must first be enabled as a reseller. This will give you the ability to register brands on behalf of your customers through the dashboard, and then create 10DLC or toll-free campaigns for your customers’ brands.

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Brand submissions

When creating a brand through the , you will be asked to provide the following information (for the customer you are registering):

  • Entity type - , private company, nonprofit or government
  • Legal name - The legal name of the entity that is sending messages
  • Brand/DBA name - The name that the entity is known by (if different)
  • Legal address - The address of the business that is on file with the IRS
  • Tax ID - The tax ID (EIN) of the business that is on file with the IRS
  • Website - Link to the entity’s website or
  • Contact info - Name, email and phone for a business representative
Note: Tax ID (EIN) is not required if the brand will only be used for toll-free numbers.
Note: If you plan to register a 10DLC campaign (local number) for the brand, you must ensure their website is accessible and includes a clear link to a privacy policy (read more)

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Campaign submissions

Once the brand is submitted, you will be able to create a campaign for the brand you registered. This is the information you will need to submit for the campaign:

  • Number type - Choose between local or toll-free (guide here)
  • Description - Explain the kinds of messages you will be sending
  • Consent details - Explain how users consent to receive SMS (guide here)
  • Screenshot - Screenshot of end user consent page
  • Sample messages - Two examples of messages you will be sending
Note: For the campaign to be approved quickly, it is important that end users give explicit consent to receive texts and that is explained clearly in the consent details section.

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Key requirements

The most important requirements to get a brand and campaign approved are the SMS consent language and the brand’s privacy policy. If you are a reseller, you must work with your customer to ensure they comply with these rules. This may require the customer to update their website or other materials before they can send messages.

  • Consent language - It must be made clear to the end user that they are consenting to receive SMS. If this happens in an app or website, the language must be clear and explicit, and include some specific notices. Click here for our guide.

  • Privacy policy - The brand must have a privacy policy that is accessible from their website. It must include specific language making it clear that phone numbers won’t be shared with third parties for marketing purposes. Click here for our guide.

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FAQs

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How long does it take for a brand to be approved?

Once you create a brand through the dashboard, you will immediately be able to create a 10DLC or toll-free campaign for that brand. If a campaign is registered and there are problems with the brand submission, you will be notified via email to make corrections.

The most common reason for a brand submission to be rejected is that the legal entity name and EIN do not match IRS records. Please ensure the information you provide is acccurate and up-to-date to avoid delays when registering a campaign for the brand.

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How long does it take for a campaign to be approved?

The timeline for campaign approval depends on whether the campaign is for a local (10DLC) or toll-free number. 10DLC campaigns are typically approved within 2-3 business days. Toll-free campaigns take longer, and the verification process often needs 2-3 weeks.

You will be notifed via email when a campaign is approved or if there are any issues with the submission. Once approved, you can start sending messages immediately.

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What if my brand has no website?

If the brand you are registering does not have a website, you can provide a link to a public social media profile or other web presence. If the brand is a small business with a physical location, this can be a link to a Google Maps or Yelp listing (or similar).

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Can a brand have multiple campaigns?

Yes, a campaign should be registered for each specific messaging use case. For example, if a customer wants to send messages for both 2FA login codes and delivery alerts, you would need to create a separate campaign under their brand for each use case.