How to Fill Out the Description Field in a 10DLC Application

The Description field in a 10DLC application should clearly explain the purpose of your messaging campaign.

It should include the following information:

  • who the sender is;
  • who the recipients are;
  • why the messages are being sent;
  • types of the messages are being sent;
  • how the messages relate to the selected use case or campaign type;
  • how consent was obtained from recipients.

The description should match your registered brand information, selected campaign use case, message flow, and sample messages. Do not include personally identifiable information (PII) in the Description field, such as specific customer names, personal email addresses, or private phone numbers. Public business information, such as the company name or public business phone number, can be included if needed.

Avoid short or generic descriptions such as “We send SMS messages” or “Customer notifications.” If the description hints at prohibited content or non-consensual messages, the campaign may be rejected.

Instead, describe the real purpose of the campaign and the type of communication recipients can expect.

Example of a description for the dental clinic BrightSmile Dental Care:

  • This campaign sends SMS messages to patients who have expressly opted in to receive communications from BrightSmile Dental Care. Messages may include appointment reminders, appointment confirmations, schedule updates, post-visit follow-ups, and customer support responses related to dental care services provided by the clinic. Message frequency may vary based on patient appointments, service activity, and user interaction. Recipients provide consent through the clinic’s website appointment form and are informed at the time of opt-in that message and data rates may apply, message frequency may vary, and that they can reply STOP to opt out or HELP for assistance. Consent is not a condition of purchase where applicable.

Below you can find a template that you can use to write your own description:

  • This campaign sends SMS messages to individuals who have expressly opted in to receive communications from [Company Name]. Messages may include [account notifications / appointment reminders / order updates / customer support responses / promotional offers, if applicable] related to the services provided by the company. Message frequency may vary based on user interaction and service activity. Recipients provide consent through [website form / account registration / keyword opt-in / written consent], and are informed at the time of opt-in that message and data rates may apply, message frequency may vary, and that they can reply STOP to opt out or HELP for assistance. Consent is not a condition of purchase where applicable.

Before submitting the application, make sure the description is clear, accurate, and consistent with the selected use case. A detailed and well-written description can help reduce the chance of rejection during the 10DLC review process.