SMS Campaign: Common Rejection Reasons & Best Practices

Best Practices for Campaign Approval

Campaign submissions must contain consistent, accurate, and verifiable information across all fields.

Note

📌 Note: If you wish to include any hyperlinks in your text messages, you MUST provide the valid link so the 3rd-party reviewer can confirm the link does not redirect to a prohibited site or violate terms of service.

---

Common Campaign Rejection Reasons

Invalid or Incomplete Campaign Description

What this means

The campaign description does not clearly explain:

• Who is sending messages
• Who is receiving messages
• Why messages are being sent
• How recipients interact with the sender
• How consent is obtained

Note

❌ Failed Example: This campaign sends messages to customers.

The failed example does not clearly identify who is sending and receiving messages, why the messages are being sent, how the recipient might interact with the sender, and does not provide clear proof of consent or opt-in.

✅ Successful Example: This campaign will be used by ACME Insurance for customer care, appointment reminders, marketing promotions, and to answer customer questions. Customers confirm opt-in with an SMS before receiving message communication.
​

---

Invalid Sample Message

What this means

Sample messages are:

• Not aligned with the use case
• Lacking required details such as who is sending the message, why the recipient is receiving it, and what action should the recipient take

Sample Message Requirements

• Include sender identity (company name)
• Reflect actual use case
• Include opt-out language (e.g., STOP)
• Include templated fields where applicable
• Missing key message context
• Clearly describe next steps for the recipient

Note

❌ Failed Example: [Contact First Name], we have an upcoming event at [location]. We hope you’ll join us. Reply STOP to stop receiving these messages.

While the failed example does include the brackets and opt-out message, it does not include necessary information such as the date of the event, who to contact if there are any questions, or any clear next steps for the end-user. Additionally, they did not clearly identify their company name or sender identity.

✅ Successful Example: Hi [client first name], this is [Agent Name] from [Company Name]. We are hosting a client appreciation event on [date] at [location]. We hope you’ll join us for this family friendly event. Please call our office directly at [agent phone number] with any questions. Reply STOP to opt-out of future messages.

Note

❌ Failed Example: [Contact First Name], your policy is coming up for review. Please call to schedule a time to come see me about making changes to your portfolio. Reply STOP to stop receiving these messages

While the failed example does include the brackets and opt-out message, it did not clearly identify the company name or sender identity, a clear message as why the recipient is receiving the text, or specific next steps for the end-user.

✅ Successful Example: Hi [Contact First Name], this is [Agent Name] from [Company Name]. It’s time to schedule your Annual Review. This is a great time to review your policies with us and ensure they are aligned with your financial goals. Please call our office directly at [agent phone number] to schedule your appointment. Reply STOP to opt-out of future messages.

✅ Successful Example: Hi [Contact First Name], this is [Agent Name] from [Company Name]. Your policy is coming up for review. This is a great time to answer any questions you may have, as well as check-in to ensure you are happy with your current plans. Please call our office directly at [agent phone number] to schedule your appointment. Reply STOP to opt-out of future messages.

---

Consumer Consent Opt-In

What this means

There was an issue with your opt-in message, or your submitted opt-in flow.

Required Elements of Consent Disclosure

All opt-in flows must include:

• Clear disclosure that messages are recurring

• Message frequency disclosure (e.g., “message frequency varies”)

• “Message and data rates may apply”

• Links to:

  • Terms and Conditions
  • Privacy Policy

• Clear opt-out instructions

• Description of how consent is obtained

Common Opt-in Consent Failures

• “Contact provides verbal consent when meeting in person.”
• Checkbox without required disclosures
• Lack of opt-out language
• Missing Terms or Privacy Policy references
• No explanation of messaging frequency or purpose

Note

❌ Failed Example: “Contact provides verbal consent when meeting in-person or on the phone.”

❌ Failed Example: Recipients consent in-person when meeting with their financial advisor who selects a checkbox indicating the phone number is SMS enabled and the party has consented to receive messages.

The Failed examples do not contain a disclosure that the messages are recurring and the frequency of the messaging, “Message and data rates may apply” disclosure, Terms of Service, Privacy Policy, clear next steps, and does not include any information on opt-out process.

✅ Successful Example: After the contact has provided verbal consent when meeting in-person with their financial advisor to opt-in to our SMS message communications, we tell them they will receive a single opt-in message to the recipient’s phone number indicating our company name and requesting permission to send them periodic updates and notifications. We indicate that message and data rates may apply and include links to our Terms and Conditions and Privacy Policy. Importantly, we do not send any further messages until the recipient responds to this opt-in message, confirming their consent. All future messages include opt-out instructions.

Link to our Terms and Conditions: https://www.swivelcrm.com/terms-of-service

Link to our Privacy Policy: https://www.swivelcrm.com/privacy-policy

Tip

❌ Failed Example: Recipients opt-in on our website.

✅ Successful Example: Customers provide opt-in specifically when enrolling into our website, or in person by requesting SMS capabilities as indicated on their Consent Form. Opt-in during website is a self service process and occurs at acme.com/signup. They then receive a single opt-in message to the recipient’s phone number indicating our company name and requesting permission to send them periodic updates and notifications. We indicate that message and data rates may apply and include links to our Terms and Conditions and Privacy Policy. Importantly, we do not send any further messages until the recipient responds to this opt-in message, confirming their consent. All future messages include opt-out instructions.

Link to our Terms and Conditions: https://www.swivelcrm.com/terms-of-service

Link to our Privacy Policy: https://www.swivelcrm.com/privacy-policy

Note

❌ Failed Example: Customers sign up for opt-in using a paper form.

The failed example does not describe where and how the customer provided opt-in.

✅ Successful Example: After the contact has provided written consent to opt-in to our SMS message communications, we send them a single opt-in message to the recipient’s phone number indicating our company name and requesting permission to send them periodic updates and notifications. We indicate that message and data rates may apply and include links to our Terms and Conditions and Privacy Policy. Importantly, we do not send any further messages until the recipient responds to this opt-in message, confirming their consent. All future messages include opt-out instructions.

Link to our Terms and Conditions: https://www.swivelcrm.com/terms-of-service

Link to our Privacy Policy: https://www.swivelcrm.com/privacy-policy

Link to view paper consent form: https://acmeinsurance.sharepoint.com/sites/example/Shared%20Documents/Forms/AllItems.aspx

---

Privacy Policy and Terms Requirements

Privacy Policy Requirements

• How personal data is collected
• How data is used
• How data is stored and protected
• Messaging and communication practices

Terms and Conditions Requirements

• Messaging terms and limitations
• Opt-out instructions
• Carrier compliance disclosures
• Message frequency disclosures
• Liability limitations

To view a boilerplate terms of service that covers minimum requirements from carriers, please click HERE.