Business professional completing requirements for TCR and 10DLC approval

Understanding Approval & Compliance

Before you can get into the impactful work of business texting, there is the necessary work of obtaining approval that must be done. What are the requirements, and why are they in place? We’re here to unpack it for you.

Business professional completing requirements for TCR and 10DLC approval

If your business wants to connect with customers through texting, compliance isn’t optional—it’s essential. The rules governing business texting have tightened over the last few years, and carriers and regulators alike are working to protect consumers from spam, fraud, and misuse of the messaging channel.

For businesses, that means two major requirements come into play:

  • 10DLC & The Campaign Registry (TCR): Carrier-driven regulations that require businesses to register their brand and campaigns before sending A2P (Application-to-Person) messages.
  • TCPA (Telephone Consumer Protection Act): A federal law requiring prior express written consent, clear opt-in disclosures, and easy opt-out options for any marketing text messages.

The good news? By following these guidelines, you not only ensure compliance but also increase your deliverability, strengthen trust with your audience, and build lasting customer relationships.

Dive into the background, the requirements themselves, and tips to help get you approved and texting in no time:

What is 10DLC?

10DLC (10-Digit Long Code) is the approved messaging channel for businesses sending text messages through local phone numbers. Unlike traditional long codes—once designed only for person-to-person messaging—10DLC was created to handle higher volumes of A2P messages.

Carriers now require all businesses using local numbers for texting to register with The Campaign Registry (TCR). This central system helps carriers vet senders, assign trust scores, and ensure that only legitimate businesses are using the channel.

Without 10DLC registration, your texts may be blocked, filtered, or result in hefty carrier fines.

For a deeper dive, see our blog: What’s the Deal with 10DLC and Why Do I Need Approval?

 

What is The Campaign Registry (TCR)?

The Campaign Registry (TCR) is the database that carriers use to review and approve every business and every campaign before text messaging can begin.

  • Brand Registration: Businesses must provide their legal information (e.g., EIN, business name, W-9, logo) to prove they are legitimate.

  • Campaign Registration: Each campaign (e.g., appointment reminders, promotional offers, billing reminders) must be described in detail, with examples of message content and opt-in methods.

By registering, your business earns a “trust score” that determines how many texts you can send per day, what kinds of messages are approved, and how quickly they’re delivered.

Why the TCPA Matters in Business Texting

The Telephone Consumer Protection Act (TCPA) is a federal law that protects consumers from unwanted calls and texts. It requires that businesses:

  • Obtain express written consent before sending marketing texts.

  • Clearly disclose what kinds of messages customers will receive.

  • Provide an easy way to opt-out at any time (e.g., replying STOP).

  • Maintain records of customer consent.

Penalties for TCPA violations can reach $500–$1,500 per text, making compliance not just best practice, but a financial necessity.

While the TCR ensures your business is registered with carriers, the TCPA ensures your messaging practices are legally compliant. Both are critical.

 

The Purpose of Compliance

Following 10DLC, TCR, and TCPA requirements isn’t just about avoiding penalties—it’s about creating trust.

  • For your business: Compliance improves deliverability, reduces the risk of blocked messages, and ensures long-term reliability of texting as a communication channel.

  • For your customers: Compliance protects their privacy, ensures they know what they’re opting into, and gives them full control over communication.

When done right, compliance becomes a competitive advantage. Customers are far more likely to respond when they know your texts are transparent, professional, and easy to manage.

The Campaign Registry (TCR) Requirements Checklist

In order to start texting with Captivated (or any business texting provider), your company must complete TCR registration. Here are the steps:

Step 1: Implement Website Changes (Action Needed Before Registration)

Your website must include specific disclosures before your TCR form can be submitted.

Privacy Policy:

If you don’t have one already, you need to either create an SMS privacy policy page, or you can add an SMS section to your existing privacy policy page. It must be publicly accessible online, and it must include:

  • An accurate description of the what types of messages users will receive from you
  • The kinds of personal information you’re collecting from users (name, email, phone numbers etc)
  • The methods you use to collect personal data (a form, website cookies, etc) 
  • A description of how you’re using the personal data you collect (i.e. to send emails or texts, etc)
  • An explanation of how you store, maintain, and safeguard the personal information you’re collecting
  • Details that cover when/if and why you share personal data with third parties (if applicable)
  • A review of how you correct, verify, update, or remove personal information

Here is an example clause (feel free to copy and use in your own privacy policy):

“Mobile information will not be shared with third parties/affiliates for marketing/promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.”

 

Continue to the next section for requirements related to your Terms and Conditions, your website forms, and more.

Step 1 (continued): Implement Website Changes (Action Needed Before Registration)

Your website must include specific disclosures before your TCR form can be submitted.

Terms & Conditions / Terms of Use Page

If you don’t already have a publicly accessible page on your website that details your SMS Terms & Conditions, you need to either create one, or add a clear SMS section to your existing Ts & Cs page. That page or section must include:

  • Your brand name
  • Types of messages customers can expect to receive
  • Message frequency disclosure
  • “Message and data rates may apply” disclosure
  • Customer care contact info (e.g., “Text HELP for help, contact [email address] for support”)
  • Opt-out information (e.g., “Text STOP to cancel”)

Example:

“You agree to receive informational messages and marketing messages (appointment reminders, account notifications, etc.) from [Company Name]. Message frequency varies. Message and data rates may apply. For help, reply HELP or email us at [email address]. You can opt out at any time by replying STOP.”

Step 1 (continued): Implement Website Changes (Action Needed Before Registration)

Your website must include specific disclosures before your TCR form can be submitted.

Website Forms (Contact Us, Sign-Up, etc.):

All of your lead capture forms on your website must include clear consent verbiage. This includes all of the items detailed below.

  • The following disclosures must be included:
    • “By clicking submit, I am opting in to receive text messages from [company name] for [purpose, briefly].”
    • Frequency varies (Or if you know the actual frequency of messages, state it.)
    • You can opt out at any time.
    • Message and data rates apply. 
    • Consent is not a condition of purchase. (Translation: Giving consent to text does not mean the consumer then has to make a purchase.)
    • We will never share your personal information with third parties for marketing purposes. (optional)
  • Link to your SMS terms and conditions (see the ‘TCR Requirements: Terms & Conditions’ section above).
  • Link to privacy policy (see the ‘TCR Requirements: Privacy Policy’ section above).

Here is an example of what that consent verbiage may look like:

“By submitting this form/clicking here and signing up for texts you consent to receive marketing text messages (e.g., promos, cart reminders) from [Brand Name] at the number provided. Consent is not a condition of purchase. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). HELP for assistance. Privacy Policy [LINK] & Terms [LINK].”

⚠️ Important: Phone numbers on forms cannot be required unless paired with a checkbox where customers actively agree to receive texts.

Continue to the next section for Steps 2 & 3 of TCR Requirements.

TCR Requirements Checklist (cont’d)

In order to start texting with Captivated (or any business texting provider), your company must complete TCR registration. Here are the steps:

Step 2: Gather Documents for TCR Form Completion

You’ll need:

  • Your business W-9
  • A high-quality image of your business logo (PNG recommended)
  • Proof of digital opt-in (e.g., screenshot of your form, URL of contact page)
  • Samples of any media you plan to send by text (images, videos, documents)

Step 3: Complete Your TCR Form

  • Fill out the Captivated TCR form carefully (desktop recommended).
  • Any incorrect information may result in denial and a $15 resubmission fee.
  • Approval takes 10–14 business days.

For questions, reach out to your onboarding specialist or text us at (317) 316-3600 before submitting your form.

Your Consolidated TCPA Compliance Checklist:

In addition to TCR requirements, businesses must follow TCPA rules. Use this checklist as a guide to obtain and maintain compliancy.

  1. Obtain express written consent before sending marketing texts.

  2. Use clear opt-in disclosures (what types of messages, how often, that rates may apply).

  3. Send confirmation texts that include opt-out instructions.

  4. Enable STOP/HELP commands at all times.

  5. Keep records of consent (timestamp, source).

  6. Respect opt-outs immediately.

  7. Train staff to handle compliance consistently.

Best Practices & Common Pitfalls

Best Practices To Employ:

  • Use transparent, customer-first language. Be clear and concise, but also be intentional about telling customers the value you plan to provide for them through the communications you’ll be sending.
  • Send only relevant, timely messages. Keep messages – even SMS campaigns – personalized and applicable to the specific needs and preferences of the recipient. With Captivated, we make this easy! Check out our Features page to learn more about our ‘Announcements’ feature, designed to help you easily send highly-targeted campaigns in an effective way.
  • Keep frequency consistent with your disclosure. If you choose to specify how often you’re going to be sending messages, make sure you’re honoring that frequency.
  • Monitor carrier feedback (e.g., delivery rates, spam reports). This will help ensure you’re aware of the perceived value of your messages, as well as the accuracy of the numbers and contact information you have on file.

Common Mistakes To Avoid:

  • Buying or renting contact lists (even when the providers seem reputable)
  • Using personal cell phones for business texting; your teams and personnel should never use their personal devices to sent communications from your business to the personal devices of customers
  • Omitting compliance language in forms or T&C: this is not only a poor practice in terms of a lack of transparency for customers, but is also in violation of the TCR requirements (and thus can impact your ability to send texts legally).
  • Ignoring STOP requests: similar to failing to provide a clear SMS section in your T&C, ignoring STOP requests is not only in poor taste and shows a lack of consideration for customer preferences, but it also can result in your business line being reported as SPAM, your line ultimately being blacklisted, and/or in other penalties against your business.
Customer Support Team Representative fielding a customer inquiry and scheduling a customer training call for retention

Ready to start texting?

If you’re not yet in the midst of the approval process, and are wanting more information about successful business texting – let us help! At Captivated, we don’t just offer the most robust suite of texting features to fit your business: the level of service we offer is unmatched. Our dedicated, live Support team sets your team up for success from the start. Schedule a free discovery call and see the difference for yourself.

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