10 DLC Campaigns Overview

Campaigns allow carriers to determine the purpose of the messages originating from the numbers assigned to that campaign. Campaigns have a minimum duration of three months. They do not expire until cancelled, and are billed monthly after the first three months. The TCR does not allow for refunds, so when cancelling a campaign, we will keep it active until the end of the period already paid. Campaign applications are sent to all US carriers for approval. Once they have all approved the campaign (which can take up to 7 days), you can link numbers to the campaign.

Campaigns contain information such as:

• Campaign name (label) & description.
• Use case.
• Throughput qualifications agreed for each carrier.
• Sample messages (used by carriers to check adherence to the use case).
• Subscribers opt-in/out records (requirement of 10DLC for most campaigns).
• Number(s) linked to the campaign.
• Other features (age gate, number pooling, links—requires vetting, controlled content).

In this section, you will learn about:

• Campaign types
• Vetting and approval requirements
• Subscriber information and message content
• How to register a campaign from the Vonage API Developer Dashboard

Campaign types

There are two types of campaigns:

• Standard campaigns: Basic use cases that usually do not require additional review.
• Special campaigns: Use cases that require additional brand vetting or pre/post Mobile Network Operator (MNO) approval. Some use cases require preapproval from Vonage (i.e. Social Media). Requirements for special campaigns differ from use case to use case and registration may require more time.

Standard campaigns

Throughput is considered at campaign level.

Special campaigns (Campaign-level throughput considerations)

Throughput is considered at campaign level.

Special Campaigns (Per number basis throughput considerations)

Throughput is considered on a per number basis.

Vetting and approval requirements

Subscriber information and message content

Each campaign registered for 10DLC requires a full Brand and Campaign use case analysis in order to determine registration approval. There may be additional data and message content types that will require additional approvals, like embedded links within the message content. Subscriber management is another key area which will see more requirements from carriers.

Register a campaign from the Vonage API Developer Dashboard

1. Navigate to Vonage API dashboard > Brands and campaigns.
2. Click Register a new campaign. The Create a new campaign page is displayed.
3. Under Step 2 Use case, select the check box associated with the use case that best describes this campaign. The use case describes the specific purpose of the campaign; for instance, marketing or account notifications you wish to send to customers.
4. Click Done.
5. Under Step 3 Carrier qualification, you can determine whether or not your use case has been approved for sending SMS traffic. Qualification is done by 10DLC enabled carriers. If your use case was rejected, or if your throughput is insufficient, you can appeal through Brand Vetting which is done through a 3rd party.
6. Click Done.
7. Under Step 4 Campaign details:
   1. In the Selected brand field, identify the brand associated with this campaign.
   2. From the Vertical drop-down menu, select the vertical associated with your brand.
   3. In the Campaign description field, type a brief description of this campaign.
8. Click Done.
9. Under Step 5 Sample messages, type up to five examples of messages that will be sent for this campaign.
10. Click Done.
11. Under Step 6 Campaign and content attributes, select the attributes that apply to this campaign. For instance, select Subscriber opt-out if messages sent for this campaign provide customers the opportunity to opt-out. Select all attributes that apply.
12. Click Review and pay. A confirmation dialog box opens summarizing your campaign details. Any charges to your account are indicated above the campaign details. You will not be able to change the campaign details after registering.
13. Click Register and pay. The campaign is displayed in the Campaigns list on the Brands and campaigns page.