10DLC Registration Mistakes: 7 Reasons Your Application Got Rejected (And How to Fix Them)

Key Takeaways

You submitted your 10DLC registration three weeks ago. Still waiting for approval. Meanwhile, your competitors are sending thousands of text messages daily, and you're stuck in "pending" status.

Sound familiar? You're not alone. 80% of first-time 10DLC applications get rejected or delayed due to avoidable mistakes. These errors cost businesses weeks of revenue and thousands in wasted time.

The good news? Every rejection is fixable. This guide breaks down the 7 most common 10DLC registration mistakes, why they happen, and exactly how to fix them—so you can get approved in days, not months.

Why 10DLC Registration Matters (And Why It's So Strict)

Before diving into mistakes, let's understand why carriers are so picky about 10DLC registration.

The Problem 10DLC Solves

Before 10DLC, businesses used regular 10-digit phone numbers for mass texting with no vetting. This created massive problems:

• Spam epidemic - Scammers posing as legitimate businesses
• Carrier blocking - Networks blocking ALL high-volume traffic
• Consumer complaints - Customers getting unwanted texts
• Regulatory pressure - FTC/FCC cracking down on TCPA violations

The 10DLC Solution

10DLC (10-Digit Long Code) requires every business sending A2P (Application-to-Person) messages to register:

1. Business identity - Legal name, EIN, address, website
2. Campaign use cases - What types of messages you'll send
3. Compliance proof - Opt-in processes, opt-out handling
4. Phone numbers - Which numbers you'll use for texting

Carriers then assign trust scores (0-100) that determine:

• Message throughput (messages per second)
• Delivery rates
• Filtering likelihood

Low trust score = 1-3 messages/minute, high filtering risk
High trust score = 4,500+ messages/minute, priority delivery

The Stakes

Without proper registration:

• Messages get filtered or blocked entirely
• Per-message penalties: $0.012 (SMS) to $0.021 (MMS)
• Throughput throttled to 1-3 messages/minute
• Phone numbers permanently banned for violations
• TCPA fines up to $1,500 per message

With proper registration:

• Guaranteed delivery (no carrier filtering)
• High throughput (hundreds to thousands per minute)
• Lower per-message costs
• Professional verified sender status

Now let's dive into the mistakes causing rejections.

Mistake #1: EIN and Business Name Mismatches

This is the #1 killer of 10DLC applications. Your Employer Identification Number (EIN) must match EXACTLY with IRS records.

Why This Happens

Businesses often register 10DLC using:

• ❌ Trade names ("Joe's Pizza") instead of legal entity names ("Joseph's Pizza LLC")
• ❌ DBA names (Doing Business As) not matching IRS records
• ❌ Typos in legal business names
• ❌ Old business names after a legal name change
• ❌ Parent company EIN when subsidiary has separate EIN

The Campaign Registry (TCR) automatically cross-checks your EIN with IRS databases. Even one character off = instant rejection.

How to Fix It

Step 1: Get Your Exact Legal Name from IRS Records

Find your EIN confirmation letter (IRS Form SS-4 or CP 575). Your legal name is on this document.

Can't find it? Look at:

• Your most recent IRS Form 1040 (Schedule C) or 1120 corporate return
• Business bank account documentation
• Articles of incorporation

Step 2: Use This EXACT Name in Your 10DLC Registration

Don't paraphrase. Don't abbreviate. Don't use your DBA.

Examples:

❌ WRONG:

• EIN: 12-3456789
• Registered Name: "Mike's Marketing Agency"
• IRS Name: "Michael Smith Marketing Solutions LLC"
  → REJECTED

✅ CORRECT:

• EIN: 12-3456789
• Registered Name: "Michael Smith Marketing Solutions LLC"
• IRS Name: "Michael Smith Marketing Solutions LLC"
  → APPROVED

Step 3: Sole Proprietors - Use Your SSN or EIN Consistently

If you're a sole proprietor without an EIN, you can use your Social Security Number. But you MUST use your full legal name (as it appears on your Social Security card).

Pro Tip: If you operate under a DBA and want it reflected in your messaging, include it in your campaign description, but ALWAYS register with your legal entity name.

Mistake #2: Vague or Generic Campaign Descriptions

"Marketing texts" and "customer updates" are automatic rejections. Carriers need specific, detailed use case descriptions.

Why This Happens

Businesses think general descriptions give them flexibility. In reality, vague descriptions look like spam attempts.

What Gets Rejected

❌ "Send marketing messages to customers"
❌ "Promotional texts and updates"
❌ "Customer notifications"
❌ "General business communications"
❌ "SMS campaigns"

What Gets Approved

✅ "Send appointment reminders to confirmed patients 24 hours before scheduled visits, with options to confirm, reschedule, or cancel via reply"

✅ "Notify e-commerce customers about order confirmations, shipping updates with tracking links, and delivery confirmations. Also send abandoned cart recovery messages to customers who added items but didn't complete checkout within 2 hours."

✅ "Send promotional offers for new menu items, daily specials, and happy hour alerts to restaurant customers who opted in via keyword texting or online form. Max 2 messages per week."

The Formula for Approved Descriptions

Include these 5 elements:

1. WHO - Who receives these messages? (customers who did what?)
2. WHAT - What specific message types will you send?
3. WHEN - What triggers the message? How frequent?
4. WHY - What value does the recipient get?
5. COMPLIANCE - How do people opt-in and opt-out?

Example Template

"Send [MESSAGE TYPE] to [AUDIENCE] who [OPT-IN METHOD]. Messages include [SPECIFIC CONTENT EXAMPLES]. Sent [FREQUENCY/TRIGGER]. Recipients can opt-out by replying STOP."

Real-World Examples by Industry

E-commerce:
"Send transactional and promotional messages to customers who opted in during checkout or via website form. Transactional messages include order confirmations, shipping notifications with tracking, and delivery updates. Promotional messages include new product launches, exclusive discounts (max 4/month), and flash sales. All messages include opt-out instructions."

Real Estate:
"Send property updates and appointment reminders to leads who opted in by texting property-specific keywords to our short code or submitting contact forms. Messages include new listing alerts matching saved preferences, open house reminders 24 hours before events, price reduction notifications, and showing confirmations. Max 2 promotional messages per week."

Healthcare:
"Send appointment reminders to established patients 48 and 24 hours before scheduled visits. Messages include appointment date/time, provider name, office location with directions link, and options to confirm or reschedule. Also send prescription refill reminders when medications are ready for pickup. Patients opt in during intake forms."

Mistake #3: Missing or Inadequate Opt-In Documentation

Carriers require proof that your message recipients explicitly consented to receive texts. No proof = rejection.

Why This Happens

Businesses assume verbal agreements or email opt-ins cover SMS consent. They don't.

What TCR Requires for Opt-In Proof

You must document:

✅ Where people opt in (website form, paper form, keyword text-in, etc.)
✅ What language they see when opting in
✅ What they're agreeing to (message types, frequency, data rates)
✅ How they confirm consent (checkbox, keyword reply, signature)

Common Opt-In Mistakes

❌ Pre-checked checkboxes - Consent must be active, not default
❌ Implied consent - "By using our service..." doesn't count
❌ Email opt-in covering SMS - Separate consent required
❌ Purchased phone lists - You cannot buy SMS consent
❌ No frequency disclosure - Must state how often you'll text

What Compliant Opt-In Looks Like

Website Form Example:

[ ] I agree to receive promotional SMS messages from
[Business Name] at the phone number provided. Message
frequency varies. Message and data rates may apply.
Reply STOP to unsubscribe at any time.

Keyword Text-In Example:

Customer Action: Text "DEALS" to 555-123
Auto-Reply: "Welcome to [Business Name] deals! You'll
receive 2-4 promotional texts per month. Msg&data rates
may apply. Reply STOP to end, HELP for help."

Paper Form Example:

Mobile Phone: _______________

[ ] I consent to receive text messages from [Business Name]
including appointment reminders and promotional offers.
I understand I can opt out at any time by replying STOP.

Signature: _______________ Date: ________

How to Document This in Your 10DLC Application

Campaign Registration Field: "Opt-In Process"

Be specific:

✅ "Users opt in via website checkout by checking an unchecked box that states: [paste exact language]. After submission, they receive a confirmation text asking them to reply Y to confirm subscription."

✅ "Patients sign physical intake forms during first visit with checkboxes for appointment reminders (transactional) and wellness tips (promotional). Forms stored digitally in patient management system."

✅ "Customers text keyword 'JOIN' to our number and receive auto-reply: [paste exact message]. We store opt-in timestamp and keyword in our CRM."

Mistake #4: Incorrect Campaign Type Selection

10DLC has specific campaign categories. Choosing the wrong one causes rejections or poor throughput.

The Campaign Types

1. Standard - Marketing, promotions, loyalty programs
2. Special - Political, charity, emergency alerts
3. Low Volume Mixed - General business use, under 6,000 messages/day
4. Sole Proprietor - Small businesses with limited volume

Common Mistakes

❌ Choosing "Low Volume Mixed" for marketing campaigns

• This category has lower throughput and trust scores
• Only use if you're genuinely sending <6,000/day mixed transactional + promotional

❌ Selecting "Special" for normal business

• Political/charity campaigns have different rules
• Misclassification = automatic rejection

❌ Multiple use cases in one campaign

• Don't combine: "appointment reminders, marketing promos, and customer support" in one campaign
• Instead: Register separate campaigns for each use case

How to Choose the Right Type

Use Standard Campaign for:

• Marketing and promotions
• E-commerce updates
• Customer acquisition
• Flash sales and deals

Use Low Volume Mixed for:

• Small businesses sending <6,000 messages/day
• Mixed transactional + occasional promotional
• Service reminders with infrequent marketing

Use Special Campaign for:

• Political candidates
• Nonprofit donation drives
• Emergency alert systems

Pro Tip: When in doubt, register separate campaigns. A dental office should have:

• Campaign 1: "Appointment Reminders" (transactional)
• Campaign 2: "Dental Health Tips & Promotions" (marketing)

This maximizes trust scores and throughput for each use case.

Mistake #5: Poor or Missing Website Information

TCR verifies your website. A bad or non-existent website kills your trust score and delays approval.

What TCR Checks

✅ Website loads and is functional
✅ Business name matches (or is reasonably connected)
✅ Privacy policy exists and mentions SMS/data collection
✅ SMS opt-in form visible (for marketing campaigns)
✅ Contact information present
✅ Professional appearance (not obviously spam)

Common Website Mistakes

❌ No website - "Under construction" or parked domains = rejection
❌ Facebook page instead - Social media profiles don't count
❌ Website down during verification - Temporary outages cause delays
❌ No privacy policy - Required for data collection compliance
❌ No SMS opt-in visible - If you claim opt-ins happen on site, show it
❌ Business name mismatch - Website says "Bob's Shop" but registration says "Robert Smith Retail LLC"

How to Fix It

Minimum Website Requirements:

1. Home page with business information
2. About page with business details
3. Contact page with phone, email, address
4. Privacy Policy including:
   • "We collect phone numbers for SMS marketing"
   • "You can opt out by replying STOP"
   • "Data rates may apply"
5. SMS opt-in form (if applicable to your campaign)

Example Privacy Policy SMS Section:

SMS/Text Messaging

By opting in to our SMS program, you agree to receive
marketing and transactional text messages from [Business Name]
at the phone number provided. Message frequency varies.
Message and data rates may apply. Reply STOP to opt out at
any time. Reply HELP for help.

We do not sell or share your phone number with third parties
for marketing purposes.

Pro Tip: If your legal business name differs from your brand name, mention both on your website:

"Bob's Shop, a division of Robert Smith Retail LLC"

Mistake #6: Incomplete or Inaccurate Business Information

Missing fields and data inconsistencies trigger manual reviews that add weeks to approval times.

Required Business Information Checklist

✅ Legal business name (matching EIN)
✅ EIN or SSN
✅ Business address (physical, not PO Box)
✅ Business phone number
✅ Business website
✅ Business type (LLC, Corporation, Sole Proprietor, etc.)
✅ Industry/vertical (accurate selection)
✅ Number of employees
✅ Stock ticker (if publicly traded)

Common Mistakes

❌ Using PO Boxes - Use your physical business address
❌ Home address for established business - Looks unprofessional, lowers trust score
❌ Wrong industry vertical - Don't select "Healthcare" if you're e-commerce
❌ Fake employee counts - Be honest; TCR cross-checks with public data
❌ Unverified business phone - Use a working number carriers can call

Trust Score Impact

Low Trust Score (25-50):

• Home-based business with minimal online presence
• Newer company (<1 year)
• No physical office address
• Small or unclear website

High Trust Score (75-100):

• Established company (3+ years)
• Professional physical location
• Robust website with privacy policies
• Verified business via third-party data
• Clean regulatory history

How DMText Gets You Approved Faster:

We submit optimized 10DLC registrations that maximize your trust score from day one. Our average approval time is 36 hours (vs. industry standard of 2-4 weeks) because we ensure:

• Exact EIN/legal name matching
• Detailed, specific campaign descriptions
• Complete opt-in documentation
• Proper campaign type selection
• Website verification before submission

Mistake #7: Not Registering Until It's Too Late

The biggest mistake? Waiting until you need to send messages to start registration.

Why This Happens

Businesses assume 10DLC registration is quick. It's not—especially if you make mistakes.

Timeline Reality

Best Case Scenario:

• Brand registration: 1-3 days
• Campaign registration: 3-10 days
• Number registration: Instant
• Total: 5-14 days

With Mistakes:

• Initial rejection: 7-10 days to discover
• Fix and resubmit: 7-10 more days
• Second rejection: Another 7-10 days
• Total: 3-6 weeks (or more)

With DMText:

• Optimized submission: 24-48 hours total
• Expert review pre-submission: Catches mistakes before they cause delays
• Average: 36 hours from start to sending messages

How to Avoid Last-Minute Delays

Register 10DLC BEFORE you:

• Launch a new marketing campaign
• Need to send time-sensitive messages
• Commit to event dates requiring SMS reminders
• Promise customers text message updates

Best Practice Timeline:

Week 1:

• Gather all business documentation (EIN letter, legal name, etc.)
• Prepare website (add privacy policy, opt-in forms)
• Draft campaign descriptions with specific use cases

Week 2:

• Submit brand registration
• Submit campaign registrations
• Register phone numbers

Week 3:

• Test message delivery
• Set up opt-in/opt-out automation
• Train team on compliance

Week 4:

• Launch campaigns with confidence

How to Check Your Application Status

After submitting, track your application:

Brand Registration Status

Check with your SMS platform or directly with The Campaign Registry.

Status meanings:

• Pending - Under review
• Verified - Approved (best trust score)
• Vetted - Approved (good trust score)
• Unvetted - Approved but lower trust score
• Rejected - Denied (reason provided)

Campaign Registration Status

Status meanings:

• Pending - Carrier review in progress
• Approved - Ready to send messages
• Rejected - Denied (check reason and resubmit)

What to Do If Rejected

1. Read the rejection reason carefully
2. Fix the specific issue (don't guess)
3. Gather additional documentation if requested
4. Resubmit with corrections
5. Don't submit multiple times - This flags you as spam

10DLC Registration Fees (2025)

Brand Registration:

• Standard: $4 one-time
• Verified: $40 one-time + $15/month (recommended for higher trust score)

Campaign Registration:

• $10 per campaign one-time
• $2-10 per campaign per month (carrier fees)

Number Registration:

• $2-5 per number one-time

Total Example (1 campaign, 2 numbers):

• Verified brand: $40
• Campaign: $10
• Numbers: $4-10
• Total: $54-60 one-time + $17-25/month

Penalty Costs for NOT Registering:

• $0.012 per SMS
• $0.021 per MMS
• (On messages that even get delivered—most will be blocked)

For a business sending 10,000 texts/month unregistered:

• Penalty fees: $120-210/month
• Plus: Lost revenue from blocked messages
• Plus: Hours wasted troubleshooting delivery issues

10DLC registration pays for itself immediately.

Conclusion: Get It Right the First Time

The 7 mistakes costing businesses weeks of delays:

1. EIN/business name mismatches - Use exact IRS legal name
2. Vague campaign descriptions - Be specific about who, what, when, why
3. Missing opt-in documentation - Document consent thoroughly
4. Wrong campaign type - Choose the category that matches your use case
5. Poor website presence - Have a functional site with privacy policy
6. Incomplete business info - Fill out every field accurately
7. Waiting too long - Start registration weeks before you need it

The difference between DIY and expert help:

• DIY: 2-4 weeks, multiple rejections, low trust scores, frustration
• DMText: 36 hours average approval, optimized trust scores, expert guidance

Ready to skip the headaches? DMText handles 10DLC registration for you with a 36-hour average approval time. We review your application before submission, catch mistakes before they cause delays, and maximize your trust score for optimal throughput. Start your free trial today and start sending compliant, high-deliverability text campaigns this week—not next month.

Sources

1. The Campaign Registry (TCR). "10DLC Registration Standards & Requirements 2025"
2. Text Request. "10DLC Registration & Regulations: Complete Guide 2025"
3. Text My Main Number. "10DLC Registration: Complete 2025 Guide for Small Business"
4. Heymarket. "10DLC Registration: 5 Top Mistakes and How to Avoid Them"
5. Kixie. "The Complete Guide to 10DLC Registration"
6. DialMyCalls. "10DLC Registration: A Complete Guide for Businesses in 2025"

Related Resources:

• A2P 10DLC Compliance Guide: Everything You Need to Know
• SMS Compliance Checklist 2025: Complete TCPA Guide
• SMS Marketing Best Practices: 15 Proven Strategies

Last Updated: January 12, 2025