Opt-ins and CTA

Registering for 10DLC and stuck on the opt-in or CTA field? This article explains what carriers look for in plain English, then gives you a fill-in template for every opt-in method — so you know exactly what to write before you submit.

Where this fits in 10DLC registration

10DLC (10-digit long code) lets you text US contacts from a regular 10-digit number that's registered with the carriers. Registration tells them who you are (your brand) and what you'll send (your use case) — the full walkthrough is in Register Brand and Use case. One field in that registration asks how people agreed to receive your texts. That's the part reviewers scrutinize hardest, and it's what this article covers: proving consent.

Opt-in vs CTA — what's the difference?

Think of it this way: the opt-in is the permission, the CTA is the ask, and the message flow field is where you describe both to the carrier reviewer.

⚠ Your CTA must match reality. Reviewers compare what you write in the registration against what subscribers actually see on your form, flyer, or script. If they don't match, your campaign gets rejected — and if approved traffic doesn't match later, it gets flagged. Write down what you really do.

Before you start

• Know your use case, since it changes the required wording (see the special rules below). Not sure which fits? See Choose your use case.
• Have your privacy policy URL ready, because most CTAs need to link to it.
• Know where you collect numbers (web form, phone calls, paper forms, keyword, or inbound texts). You'll document one primary method.
• Time: adapting a template takes about 10 minutes; carrier review of your use case takes 3 to 5 business days.

What every CTA must include

Whatever the opt-in method, carriers expect these elements in the consent language:

1. Your organization's name — people must know who's texting them.
2. What kind of messages they're signing up for (event updates, volunteer alerts, donation appeals...).
3. "Message frequency may vary" (or the actual frequency).
4. "Message and data rates may apply."
5. "Reply STOP to opt out. Reply HELP for help."
6. "Consent is not a condition of purchase" — when a purchase or donation is involved.
7. A privacy statement — that mobile information won't be sold or shared with third parties for promotional or marketing purposes, plus a link to your privacy policy.

⚠ Political or charity? State the donation disclaimer either way. If donations will be solicited (or could even be perceived that way), your opt-in must state "Donations may be solicited." If you won't be fundraising, state "Donations will not be solicited." One of the two belongs in your opt-in, so reviewers see no ambiguity.

ⓘ Marketing? Say so. If you'll send promotional messages, the opt-in must explicitly mention marketing texts (e.g., "you agree to receive marketing messages from [Organization]"). An opt-in for "updates" doesn't cover promotions.

Write your message flow

1. Pick the one opt-in method your contacts primarily use from the five below.
2. Start with the example under that method and replace every [bracket] with your real details.
3. Fix anything else that doesn't match how you actually collect consent. What you submit must describe your real process.
4. Check the disclosure against the checklist above to confirm all seven elements are present.
5. Gather proof of the opt-in as subscribers actually see it (a URL, screenshot, or copy of the form).
6. Enter the finished description into the CTA / Message Flow field of your campaign registration.

1. Digital opt-in (web form)

Use when people sign up on your website or a landing page.

Subscribers opt in on [Organization]'s website. They visit [URL], enter
their mobile number, and click [button name]. The form states:

"By providing your phone number and clicking [button name], you agree to
receive [message type] texts from [Organization]. Message frequency may
vary. Message and data rates may apply. Reply STOP to opt out, HELP for
help. Consent is not a condition of purchase. Your mobile information
will not be sold or shared with third parties for promotional or
marketing purposes. Privacy policy: [URL]."

Proof: link to the live form, or a screenshot of it.

2. Verbal opt-in (phone or in person)

Use when staff or volunteers collect numbers on calls or at events.

Supporters opt in verbally by calling [number] or visiting [location],
which is published at [where they find it]. The representative asks:

"Would you like to receive [message type] texts from [Organization]?
Message frequency varies and message and data rates may apply. You can
reply STOP to unsubscribe or HELP for help at any time. We won't share
your mobile information with third parties for marketing. Our privacy
policy is at [URL]."

If they agree, we record the number and send a confirmation text:

"[Organization]: You're signed up for [message type] updates. Msg freq
varies. Msg & data rates may apply. Reply STOP to opt out, HELP for help."

Proof: where the phone number or location is published.

✓ Political or marketing use case? Add a double confirmation. Have the confirmation text ask for an explicit reply: "To confirm you also want to receive [political/marketing] messages, reply YES." Only contacts who reply YES get those messages; everyone else stays on informational texts only. Describe this YES step in your message flow — it shows reviewers that sensitive consent is unmistakable.

3. Paper opt-in (printed form)

Use when people sign up at events, canvasses, or your office.

Supporters fill out a printed form during [event/appointment] at
[location], providing their mobile number and signature. The form states:

"By signing this form and providing your phone number, you agree to
receive [message type] texts from [Organization]. Message frequency may
vary. Message and data rates may apply. Reply STOP to opt out, HELP for
help. Consent is not a condition of purchase. Your mobile information
will not be sold or shared with third parties for promotional or
marketing purposes."

Once the number is entered into our system, the supporter receives a
confirmation text:

"Thanks for signing up for [message type] texts from [Organization]!
Msg freq may vary. Msg & data rates may apply. Reply STOP to opt out,
HELP for help."

Proof: a link to a copy of the blank form (e.g., a shared drive link).

4. Keyword opt-in (text a word to your number)

Use when you advertise something like "Text JOIN to (555) 123-4567."

[Organization] advertises the keyword [KEYWORD] and the number [number]
on [website/flyers/QR codes]. When someone texts the keyword, the system
responds:

"Thanks for opting in to [message type] texts from [Organization]! Msg
freq may vary. Msg & data rates may apply. Reply STOP to opt out, HELP
for help. Your mobile information will not be sold or shared with third
parties for promotional or marketing purposes."

Proof: a link or screenshot showing where the keyword is advertised.

5. Inbound-message opt-in (they text you first)

Use when your number is published and conversations start with the contact.

[Organization]'s number is published on [website/flyer/email signature].
When someone texts the number first, the system responds:

"Thanks for your message to [Organization]! We'll be with you shortly.
Msg freq may vary. Msg & data rates may apply. Reply STOP to opt out,
HELP for help. We will not sell or share your mobile information for
marketing purposes."

Proof: a link or screenshot showing where the number is published.

Notes & limits

⚠ Consent isn't transferable. Only text people who opted in to hear from you. A number acquired without your own documented opt-in doesn't count, and texting it risks carrier blocks and complaints.

ⓘ Document one method. Even if you collect numbers several ways, pick the primary method and describe that one clearly in the registration.

FAQs

What's the difference between an opt-in and a CTA? 
The opt-in is the consent itself; the CTA is the wording and place where you ask for it. The registration field asks you to describe both.

I collect numbers in several ways — which do I document? 
Your primary method. Pick the one that brings in most of your list and describe it fully.

Does this apply to Toll-Free numbers too? 
Yes — Toll-Free verification asks for the same kind of opt-in and CTA description, so the templates here work for both.

What happens if I text without registering? 
Deliverability drops sharply — carriers filter and penalize unregistered traffic. See 10DLC Sending limits, Carrier penalties, and Compliance for the details