A2P Campaign Content Requirements#

The A2P Campaign Content Requirements section explains the content and sending practices that are not permitted for DIDWW A2P SMS campaigns.

This information helps users prepare compliant campaign registrations and understand why an A2P campaign may be rejected, suspended, or returned for changes during verification.

A2P campaign approval depends on the accuracy of the submitted campaign information, the message content, the sender identity, the consent flow, and the way messages are sent.

Campaigns must comply with applicable laws, regulations, and messaging industry requirements in the destination market.


A2P Campaign Requirements#

DIDWW A2P campaigns must clearly identify the sender, use accurate campaign information, and follow valid consent and opt-out practices.

The submitted campaign description, sample messages, opt-in flow, and actual message traffic must describe the same use case.

Use a Recognizable Domain#

If an A2P message includes a link, the link should use a recognizable domain associated with the business or service identified in the campaign.

Avoid generic, unrelated, suspicious, or frequently changing domains. A consistent business domain helps users recognize the sender and understand where the link will take them.

Use Clear and Natural Language#

Messages should be written in clear, natural language.

Avoid unusual spellings, excessive symbols, misleading formatting, or wording that may make messages look like spam.

Messages should not use intentionally distorted words, random characters, or obfuscated text to bypass filtering or hide the real meaning of the message.

Set Message Frequency Expectations#

Users should be informed about the expected message frequency before or during opt-in, especially for recurring campaigns.

Example:

You may receive up to 5 messages per month.

Identify the Business#

Messages should clearly identify the business, brand, or service that is contacting the user.

Users should not have to guess who sent the message or why they received it.

Example:

Example Brand: Your appointment is confirmed for 10:00 AM. Reply STOP to unsubscribe. Reply HELP for further assistance.

Include STOP and HELP Instructions#

A2P campaigns should include clear opt-out and help instructions where applicable.

For recurring campaigns, opt-out instructions should be provided during opt-in and repeated regularly in campaign messages.

Note

If an Alphanumeric Sender ID is used, recipients cannot reply directly to the message. In this case, the message should include an opt-out link or another clear opt-out method.

Examples:

Reply STOP to unsubscribe.

Reply HELP for help.

Keep Campaign Information Accurate#

Campaign information must accurately reflect the live use case.

The campaign description, sample messages, sender identity, opt-in method, links, and actual message content must remain consistent.

An A2P campaign may be rejected, suspended, or require resubmission if the submitted campaign information does not match the real message traffic.

Note

DIDWW may request updates, clarification, or resubmission if the campaign registration details do not match the actual message content or sending behavior.


Prohibited Messaging Practices#

The following sending practices are not allowed for DIDWW A2P campaigns.

Grey Routes#

A2P messages must not be sent through unauthorized or unsupported routes.

A grey route is a sending path, method, or setup that is not authorized for A2P or non-consumer messaging.

Snowshoe Sending#

Snowshoe sending is not allowed.

Snowshoe sending means spreading similar or identical message traffic across multiple sender IDs, phone numbers, or routes to dilute reputation metrics, bypass filtering, or avoid spam controls.

Filter Evasion#

Campaigns must not use techniques designed to avoid spam controls, filtering systems, or compliance checks.

This includes automatically replacing blocked sender IDs, numbers, domains, or routes with new ones for the purpose of continuing the same non-compliant traffic.

Dynamic Routing to Avoid Filtering#

Message routing must not be changed dynamically for the purpose of bypassing blocking, filtering, or other compliance controls.

Routing changes should not be used to hide the source, avoid detection, or continue traffic that has already been identified as suspicious or non-compliant.

Shared Sender IDs or Numbers#

Shared sender IDs or numbers must not be used in a way that allows multiple unrelated brands, services, or content providers to send different campaign content from the same sender.

Each A2P campaign should have a clear sender identity and must not obscure who is responsible for the message content.

URL Cycling and Public URL Shorteners#

Campaigns must not rotate multiple domains, shortened links, or URLs to evade filtering or dilute reputation tracking.

Public URL shorteners should not be used in A2P campaign messages.

Where links are required, use a recognizable domain that belongs to or clearly represents the business or service identified in the campaign.

URL Redirects and Forwarding#

Messages must not contain links that use multiple redirects or obscure the final destination.

Users should be able to understand where a link will take them.

Links that redirect through several domains or hide the final landing page may cause campaign rejection, filtering, or suspension.

Number Cycling#

Number cycling is not allowed.

Number cycling means replacing sender IDs or numbers after deliverability decreases, complaints increase, or filtering begins, while continuing the same or similar campaign traffic.

Number cycling suggests poor consent practices, unwanted messaging, or an attempt to avoid filtering.


Prohibited Campaign Content#

A2P campaigns must not be used to send unlawful, misleading, harmful, abusive, or inappropriate content.

The following content is not allowed:

  • Spam or unsolicited messages.

  • Fraudulent, deceptive, or misleading messages.

  • Phishing messages.

  • Scam messages.

  • Content that promotes, depicts, or endorses violence.

  • Inappropriate content.

  • Profanity, hate speech, harassment, abusive language, or discriminatory content.

  • Illegal drugs, illegal substances, or illegal prescriptions.

  • Any content that is illegal in the destination country or otherwise violates applicable laws, regulations, or messaging requirements.

Note

Campaigns may be rejected, suspended, or terminated if they include or promote prohibited content.

DIDWW may also restrict new campaign submissions, request corrective action, or limit provisioning if prohibited content is detected.

Important

A2P campaign content must be appropriate for the intended audience and must comply with applicable laws and messaging requirements in the destination country.


Disallowed Campaign Categories#

The following A2P campaign categories are not supported:

Category

Disallowed content

High-risk financial services

Payday loans, non-direct lending, and debt collection.

Debt forgiveness

Debt consolidation, debt reduction, and credit repair programs.

Illegal substances

Cannabis, illegal prescriptions, and other illegal substances.

Work and investment opportunities

Work-from-home programs, job alerts from third-party recruiting firms, and high-risk investment opportunities.

Gambling

Gambling-related campaigns, betting-related campaigns, or other gambling content.

Lead generation

Campaigns where collected user information is shared, sold, rented, or transferred to third parties.

Other illegal or non-compliant content

Any campaign type that is prohibited by applicable law, regulation, or messaging industry requirements.

Note

Campaigns in these categories may be rejected even if similar content was previously approved or accepted by another provider.


Phishing#

Phishing is not allowed.

Phishing means sending messages that appear to come from a reputable company, service, or organization in order to trick users into revealing personal information.

Examples of sensitive information include:

  • Passwords.

  • Account credentials.

  • Payment card details.

  • Banking information.

  • Verification codes.

  • Personal identification details.

A2P campaigns must not impersonate another company, service, government body, or individual.


Fraud or Scam#

Fraudulent or scam messages are not allowed.

This includes messages that use wrongful or criminal deception to obtain financial or personal gain.

Such messages often involve money, payments, account access, prizes, investments, or business transactions.

Examples of prohibited fraud or scam content include:

  • Fake payment requests.

  • Fake account alerts.

  • Fake prize or reward claims.

  • Messages requesting payment under false pretenses.

  • Messages designed to trick users into sharing personal or financial information.


Deceptive Marketing#

Marketing messages must be truthful, clear, and not misleading.

A2P campaigns must not use false claims, deceptive wording, hidden conditions, or misleading calls-to-action.

If a campaign includes promotional content, the user must have provided the required level of consent before receiving those messages.

The following practices are not allowed:

  • Using false or misleading claims in promotional messages.

  • Hiding important terms, fees, conditions, or opt-in details.

  • Using deceptive language in calls-to-action, forms, landing pages, or message content.

  • Promoting products or services with claims that cannot be verified or substantiated.

  • Making the sender identity unclear.

  • Making the message purpose unclear.


Compliance Audits and Notices#

A2P campaigns may be reviewed for compliance with applicable messaging requirements.

Campaigns that create consumer harm, generate complaints, or appear to violate messaging requirements may be suspended, blocked, or require corrective action.

A campaign may require review or corrective action if:

  • The traffic appears to be unwanted or harmful.

  • The campaign receives excessive complaints.

  • The message content does not match the registered campaign use case.

  • The campaign uses prohibited sending practices.

  • The campaign falls under a prohibited or disallowed content category.

  • The sender cannot provide valid consent records when required.

  • The campaign continues sending messages to users who opted out.

Depending on the severity of the issue, corrective actions may include campaign suspension, traffic blocking, request for root cause analysis, campaign updates, or campaign resubmission.

Repeated violations or severe compliance issues will result in long-term or indefinite suspension of the campaign or sender.


Age Gating#

Campaigns that include age-restricted content must comply with applicable laws and must use a valid age verification process.

Age-restricted content may include, but is not limited to:

  • Sexually explicit or adult content.

  • Alcohol-related content.

  • Firearms-related content.

  • Tobacco-related content.

  • Other content restricted by age under applicable laws or regulations.

A simple Yes or No confirmation is not considered a sufficient age gate.

Where age verification is required, the opt-in process should include date of birth verification or another appropriate age verification mechanism.

Important

DIDWW may reject, suspend, or request changes to an A2P campaign if the submitted use case, message content, consent flow, or sending behavior does not meet applicable messaging requirements.


Reasons an A2P Campaign May Be Rejected#

An A2P campaign may be rejected or require changes if:

  • The campaign content falls under a prohibited or disallowed category.

  • The campaign description does not match the submitted sample messages.

  • The sender identity is unclear or inconsistent.

  • The opt-in process is missing, unclear, or not specific to the campaign.

  • The opt-out message is missing or incomplete.

  • The campaign uses public URL shorteners, suspicious domains, or redirect chains.

  • The campaign appears to use third-party lead lists or shared consent.

  • The message samples contain misleading, deceptive, or non-compliant content.

  • The campaign information is incomplete, inaccurate, or inconsistent with the intended use case.

  • The campaign uses prohibited sending practices, such as snowshoe sending, number cycling, grey routes, or filter evasion.