A Call-to-Action (CTA) is a critical element in 10DLC messaging that ensures consumers provide explicit consent to receive text messages. It communicates the purpose of the messaging program and invites users to opt in while adhering to compliance requirements established by The Campaign Registry (TCR) and mobile carriers.
Key Elements of a Call-to-Action (CTA)
When registering a 10DLC campaign, the CTA must include essential components:
- Program (Brand) Name/Product Description: Clearly state the brand name or organization and provide a brief description of the service or program offered.
- Message Frequency Disclosure: Inform recipients about how frequently they can expect messages, e.g., "Message frequency may vary."
- Standard Message and Data Rates: Include a disclaimer such as, "Standard message and data rates may apply."
- Opt-out Information: Provide clear instructions for opting out, e.g., "Reply STOP to opt out."
- Help Information: Offer guidance for assistance, e.g., "Reply HELP for help."
- Terms and Conditions: Link to or summarize the terms and conditions governing the messaging program.
- Privacy Policy: Provide a link to the privacy policy outlining user data handling.
- Opt-in Language Specificity: Ensure opt-in language pertains only to text messages, not other forms of communication like email or phone calls.
- Optional Phone Number Field: If using an online form for opt-ins, make the phone number field optional.
What to Add When Registering
During registration, organizations must provide detailed information that includes:
- Campaign Description: A thorough explanation of the campaign's objective.
- Opt-in Workflow: A clear process for how users consent to receive messages.
- Links to Terms and Conditions and Privacy Policy: These links must be included in designated fields during registration.
Example of a Call-to-Action
Here is a compliant CTA example for a non-profit organization focused on environmental conservation:
Join EcoSave's Text Alerts!
Stay updated on our conservation efforts and community events.
- Message Frequency: You will receive 2-4 messages per month.
- Standard Message & Data Rates May Apply.
- To opt-out, reply STOP at any time.
- For help, reply HELP or call 1-800-555-0199.
By signing up, you agree to our Terms & Conditions and Privacy Policy.
To subscribe, enter your phone number below (optional):
[Phone Number Field]
This example includes all necessary elements to ensure compliance with 10DLC regulations while effectively encouraging users to opt into the messaging program. Adding links to terms and privacy policies enhances transparency and builds trust with potential subscribers.
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