10DLC Campaign and Brand Compliance- Contact Forms, Privacy Policy, and Terms

10DLC Campaign and Brand Compliance- Contact Forms, Privacy Policy, and Terms

SMS Requirements Guide for websites

This cheat sheet outlines essential requirements and best practices for ensuring Ally Voice SMS messaging campaigns are compliant with 10DLC (A2P SMS) regulations. Use this guide to validate your contact forms, privacy policy, and terms and conditions before submitting your campaign for approval.

What to send to Ally:

  1.  The exact URL(s) for your:

    1. Contact Webform

    2. Privacy Policy

    3. Terms and Conditions (Recommended)

  2. Screenshots of each page above clearly showing the required disclosures have been implemented.

Defining the use of the number - Marketing or Non-Marketing

  1. Marketing Use Cases
    1. Promotional offers 
    2. New product announcements 
    3. Personalized recommendations 
    4. Exclusive promotions 
    5. Product launches 
    6. Sales events 
    7. Discounts
  2. Non-Marketing Use Cases
    1. Customer service
    2. Support communications
    3. Order status 
    4. Shipping updates 
    5. Security alerts
    6. Account activity
    7. Important announcements 
    8. Event reminders 
    9. Appointment reminders 
  3. Mixed
    1. For Non-Marketing use case and at least one Marketing use case

Contact WebForm

Contact Webform Requirements Overview

Contact Webform SMS Disclosure Requirements

Disclosures must appear near the phone number field or submit button.

 If your Contact Webform contains a Phone Number field, the form must contain an SMS disclaimer containing the following:

  • Company/Brand Name
  • Program Description (message use cases you intend to send to the consumers)
  • Acknowledge that consent is not a condition of purchase.
  • “Message & data rates may apply.”
  • “Message frequency may vary.”
  • Include Keywords : “You can text HELP for support or STOP at any time to unsubscribe.”
  • Link to Privacy Policy and Terms - must direct to the brand's own pages, not to a third-party
    • If there is no standalone Terms & Conditions webpage link that can be added to the disclosure statement, you must also include the Customer Care contact information e.g., " For questions or issues, email info@domain.com or call (123)456-7890."

SMS Disclaimer must be accompanied by a checkbox:

  • Ensure the checkbox is not pre-checked
  • Checking the box is optional (not mandatory) for users to submit the form.

For brands that send marketing messages, the Phone Number field must be STRICTLY OPTIONAL.
Contact Webform - Disclosure Statement Examples

Samples (Non-Marketing):

  1. I consent to receive texts about appointment reminders and account notifications from [Your Company]. Consent is not a condition of purchase. Msg & data rates may apply. Msg frequency varies. Reply HELP for help or STOP to opt out. Privacy Policy [Link] & Terms [Link].
  2. I consent to receive text messages about appointment reminders, account notifications, and any relevant information from [Your Company] at the phone number I provided. I acknowledge that my consent is not a condition of purchase. Msg & data rates may apply. Msg frequency varies. Reply HELP for assistance or STOP to unsubscribe. Privacy Policy [Link]. For questions or issues, email info@domain.com or call (123) 456-7890.

Samples (Marketing and Mixed Use):

  1. By submitting, you agree to receive promotional texts. Consent is not a condition of purchase. Msg & data rates may apply. Msg frequency varies. Reply STOP to unsubscribe. View our Privacy Policy [Link] and Terms & Conditions [Link].
  2. By submitting this form and signing up for texts, you consent to receive marketing text messages (e.g., promos, cart reminders). Consent is not a condition of purchase. Msg & data rates may apply. Message frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe button link (where available). Privacy Policy [Link]. For questions or issues, email info@domain.com or call (123) 456-7890.
Contact Webform - Example Form (non-marketing)

Example SMS Form: 
Contact Webform - Example Form (marketing)

Example Mixed Form (Marketing and Non-Marketing): 

Privacy Policy

Privacy Policy Requirements & Updating an Existing Policy

Privacy Policy Requirements & Updating an Existing Policy

  1. The policy must make it clear that a consumer’s Personally Identifiable Information (or PII) will not be shared, sold or rented to third parties for the purpose of marketing. 
  2. If the privacy Policy mentions that the information will be used to send promotional communications, you should clarify whether these communications will be sent via SMS or email.
  3. If your policy fails to clearly state the above, see below and updated accordingly is your policy
    1. mentions third-party data sharing, renting, or selling information - the following disclosure is required: 
      1. No phone/mobile number information will be shared with third parties/affiliates for marketing/promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.
    2. includes data sharing or selling to non-affiliated third parties, it must explicitly state
      1. The consumer’s data, as it relates to SMS messaging, will not be shared, as explicit one-to-one consent is required for SMS communications.
    3. does not mention data sharing at all, you should include a clarification stating that SMS opt-in data or consent will not be shared for non-service-related purposes. 
      1. We will not sell, share, or rent your SMS opt-in information to any third party for any reason other than to deliver the specific services associated with the campaign. However, we may share your personal data, including your SMS opt-in or consent status, with third parties that assist us in providing messaging services, such as platform providers, phone carriers, and other vendors involved in delivering text messages. 
Privacy Policy - Full Sample Policy

Privacy Policy

Last Updated: [Enter Date of Publication]

At [Business Name], we value your privacy and are committed to protecting your personal information. This Privacy Policy outlines how we collect, use, disclose, and safeguard your data when you visit our website or engage with our services.

Information We Collect

We may collect the following types of information from you:

  1. Personal Information: When you provide it to us, we collect personal information such as your name, email address, phone number, and any other information you voluntarily provide through forms or correspondence.
  2. Automatically Collected Information: We may collect information about your visit to our website, including your IP address, browsing history, and device information. We use cookies and similar tracking technologies to collect this data.

 

How We Use Your Information

We use your personal information for the following purposes:

  1. Providing Services: To deliver the services you request from us, such as scheduling appointments, sending appointment reminders, and responding to inquiries.
  2. Communication: To communicate with you, including sending important updates, newsletters, and promotional materials that you have subscribed to (you can opt out at any time).
  3. Improvement: To improve our website and services, including analyzing user behavior and preferences, and making necessary enhancements.

 

Sharing Your Information

We respect your privacy, and we do not sell your personal information to third parties for their marketing purposes. However, we may share your information with third parties in the following circumstances:

  1. Service Providers: We may share your information with trusted service providers who assist us in operating our website, conducting business, or servicing you. These third parties are contractually obligated to keep your information confidential and use it solely for the purposes we specify.
  2. Legal Compliance: We may disclose your information when required by law, such as responding to a subpoena, legal process, or government request.

 

SMS Disclosure Statement (if you do not have a separate page for Terms & Conditions)

ADD YOUR SMS DISCLOSURE / SMS TERMS OF SERVICE INFORMATION. INCLUDE:
  • Program name (legal name)
  • Program description (detailed) 
    •  a.k.a how they may be asked to provide their phone number and what kind of messages the consumer can expect to receive
  • Consent is not a condition of purchase.
  • Message frequency disclosure  
  • “Message and Data Rates May Apply” 
  • STOP keyword for opting out 
  • Customer Care information

Optional additions:
  • START keyword to opt back in
SMS Disclosure Statement Example

"By providing your contact information via [contact form, phone, email, or in-person], you agree to receive recurring informational SMS, MMS or Email messages from [Business Name]. Your submission is your electronic signature, and you authorize [Business Name] to send text messages to the number you provide. Consenting to receive SMS messages is not a condition of purchase or service. This is a standard rate subscription service available on most carriers. Messaging frequency will vary. Message & Data Rates May Apply. You can also request additional assistance by replying to an SMS message with keyword "HELP". Subscription may be canceled by texting STOP to unsubscribe from further text communications. To begin or resume receiving text communications, text START to [SMS Enabled Number].
For Customer Care support, please call [support contact phone number] or send an email to [support contact email].

Your Consent

By using our website or services, you consent to the terms of this Privacy Policy.

Security

We implement security measures to protect your information. However, no method of transmission over the internet or electronic storage is completely secure. We cannot guarantee the absolute security of your data.

Changes to this Privacy Policy

We may update this Privacy Policy from time to time. Please review this page periodically for any changes. Your continued use of our website or services after any modifications indicates your acceptance of the updated Privacy Policy.

Contact Us

If you have any questions or concerns about this Privacy Policy, please contact us at [Business Support Email] or call [Business Support Number].

Thank you for entrusting [Business Name] with your personal information. Your privacy is important to us.


Alert

o    If you do sell information to unaffiliated third parties for marketing purposes, The Privacy Policy can still be compliant if a statement similar to the following is accurate and included in the privacy policy following disclosure of information that is sold for marketing purposes:

o  “No mobile information will be shared with third parties/affiliates for marketing/promotional purposes. All other categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.”
Privacy Policy - No website? This is for you!

Info
If you don't have a website, but do utilize a social media page such as Facebook or Instagram, then you must use one of two disclosure methods below:
  1. Create a post with both the full SMS disclosure and a short Privacy Policy. You can make that social media post “sticky” so that it always appears at the top of the social media presence for this business.
  2. Link the privacy terms in the “About” section (applies to Facebook).  Privacy Policies can be linked to google docs or another free online source that's available to the public.

Terms and Conditions

Terms and Conditions - Requirements Overview

Terms and Conditions 

For 10DLC compliance, it is not strictly required to have a standalone "Terms and Conditions" page — but it is highly recommended, especially if your business:

  • Sends marketing or promotional SMS messages

  • Uses a web form to collect SMS opt-in consent

  • Wants to protect against liability or disputes

✅ What is Required for 10DLC Compliance:

According to mobile carriers (e.g., AT&T, Verizon) and SMS aggregators, you must clearly display:

  1. SMS Disclosure Language at the point of opt-in

  2. Opt-in Confirmation Message (with STOP/HELP instructions)

  3. A Privacy Policy linked from the form

  4. Clear consent checkbox (unchecked by default)

However, many compliance partners (like The Campaign Registry and aggregators like Twilio, Bandwidth, etc.) strongly prefer that you link to a Terms and Conditions page as well. This page should:

  • State how SMS messaging is used

  • Include a disclaimer of liability

  • Reference any limitations or user responsibilities

  • Provide unsubscribe and support options

⚠️ Risk of Not Having a Terms Page

Without a Terms page:

  • Carriers may flag or reject your campaign registration.

  • You may be exposed to legal risk if a customer complains about message content, frequency, or opt-out failure.

  • Your 10DLC campaign could be suspended if it lacks complete documentation.

✅ Recommendation

To stay compliant and reduce risk:

  • Create a simple Terms of Use or SMS Terms page.

  • Link it from the website footer and any SMS opt-in forms.
Terms and Conditions - Suggestions for updating an existing policy

Suggestions for your Terms and Conditions Policy

Product Description 

  • By voluntarily providing your mobile phone number and explicitly opting in to SMS, you consent to receive SMS messages from [Your Company Name] related to [describe the purpose, e.g., "order updates, promotional offers, or account notifications"]. 

Message Frequency (select one option from the samples below that aligns with your expected message volume) 

  • Message frequency may vary. 
  • You may receive [X] SMS messages per [week/month]. 

Message and Data Rates 

  • Standard message and data rates may apply depending on your carrier.  

Opting Out 

  • You may opt out of receiving SMS messages at any time by replying with "STOP" to any SMS message you receive from us. After opting out, you will receive a confirmation message, and we will cease sending SMS messages to your number.

Help and Support 

  • If you need assistance or have questions about our SMS service, reply with "HELP" to any SMS message you receive, or contact our customer support team at [support contact information].

Privacy Policy 

  • Your phone number will be handled in accordance with our Privacy Policy, available at [link to Privacy Policy]. We do not sell or share your phone number with third parties except as required by law.
Terms and Conditions - Full Sample Policy

📄 SMS Terms & Conditions

Effective Date: [Insert Date]
Last Updated: [Insert Date]

[Business Name] ("we", "us", or "our") may send you SMS text messages to provide updates, promotions, and information related to our services, products, and support. By opting in to receive messages from us, you agree to the following terms:

📱 1. Message Frequency

Message frequency may vary based on your interaction with us. You may receive messages regarding:

  • Order updates or appointment scheduling

  • Customer service or billing communication

  • Limited-time promotions or service announcements

We do not guarantee the number of messages you will receive.

✅ 2. Consent and Opt-In

By providing your mobile number and checking the SMS consent box on our forms or otherwise opting in, you agree to receive text messages from [Business Name]. Consent is not required to purchase any products or services.

🔄 3. Opt-Out

You can opt out at any time by replying “STOP” to any message you receive from us. After opting out, you will no longer receive messages unless you opt in again.

🆘 4. Help and Support

If you need assistance, reply “HELP” to any SMS or contact us at:

📞 (XXX) XXX-XXXX
✉️ [email@example.com]

💲 5. Message and Data Rates

Message and data rates may apply, depending on your mobile carrier plan. We are not responsible for any charges incurred.

🔒 6. Privacy

Your privacy is important to us. Please review our Privacy Policy [Link] for details on how we collect, use, and protect your information.

🚫 7. Unauthorized Use

You must be the authorized user of the mobile number provided. Do not use someone else’s number without their permission.

🧾 8. Changes to These Terms

We may update these terms at any time. Continued use of our messaging service after updates means you accept the new terms.
 


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