Campaign and Content Attributes

A campaign indicates a customer's ‘communication theme’. Multiple campaign types are possible and registered accordingly, depending on the customer's use case.
The section below covers the different configurable features or attributes of a campaign, and the key guidelines to consider while attributing them to a campaign during registration.

Campaign Description

This field is used to describe the intention or functions related to the campaign:

• Provide a background of the company.
• Provide a brief description of the messages that end-users will receive as part of this service (What is the program's goal?).
• Confirm who will be controlling the messages.

Call-to-Action (CTA)

This field specifies how a user signs up or provides their consent to receive messages for the text messaging campaign. Following are the prerequisites for enabling the customer sign-up with the company/brand.

• Print ad CTA: Make sure that you attach a mockup of the print ad.
• Web CTA and web opt-in: Make sure that you add the URL where it will be seen and a mockup of what it will look like if it’s not already live on the website or if it’s hidden behind a login page.
  • If the phone number entry field is required for the web sign-up, you must add a checkbox for users to specifically opt-in for SMS.
  • If the phone number entry field is not required for the form submission, then there must be verbiage near the number entry field indicating you to add your number here for text messages.
• Verbal or IVR CTA and opt-in: Make sure that you add the script for the verbiage being used.

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Note

All call-to-actions must have the following compliance language:

Brand name & message types [brand name and the campaign category], how to opt in , Message frequency disclosure <recurring messages or one-time/transactional messages>, Message and data rates may apply. View Terms & Privacy here: (Customer URL link for Terms & Conditions link and Privacy Policy)

Examples:

• The end user sees a call-to-action on a print ad in the venue to text a keyword to code to sign up for recurring marketing alerts from [brand]. Provide keywords the user sees and where the print ad is posted or provide a mockup.
• The end user of the website sees a call-to-action instructing them to enter their phone number on the website, to opt-in for receiving recurring alerts from [brand]. Provide a website where the call-to-action is located.
• The end user verbally provides consent at the time of employee onboarding, over the phone, through IVR. Provide the verbal script.

Other important fields specific to Campaign Registration

During the campaign registration process, you will be asked to answer ‘Yes’ or ‘No’ to indicate whether the campaign has the following attributes. Some attributes may require you to add specific information, they are as follows:

• Subscriber Opt-in: Indicates whether the campaign is collecting and processing consumer opt-ins. When you select 'Yes' for this, a text area to enter the Opt-in Keywords and Opt-in Message (minimum 40 characters in length) is displayed. Enter the values and click 'Done'.

• Subscriber Opt-out: Indicates whether the campaign is collecting and processing consumer opt-outs. When you select 'Yes' for this, a text area to enter the Opt-out Keywords and Opt-out Message (minimum 40 characters in length) is displayed. Enter the values and click 'Done'.

• Subscriber Help: Indicates whether the campaign has implemented a message reply, providing customers with how they can contact the message sender after they reply with the “HELP” keyword. When you select 'Yes' for this, a text area to enter the Help Keywords and Help Message (minimum 40 characters in length) is displayed. Enter the values and click 'Done'.

• Number Pooling: Select this if you intend to use 50+ numbers, as this will require a different provisioning process on T-Mobile.

• Direct Lending or Loan Arrangement: Indicates whether the campaign includes content related to direct lending or other loan arrangements.

• Embedded Link: Indicates whether the campaign is using an embedded link of any kind. It captures the specified embedded link. Note that public URL shorteners (bitly, tinyurl) are not accepted.

• Embedded Phone Number: Indicates whether the campaign is using an embedded phone number (except the required HELP information contact phone number).

• Age-gated Content: Indicates whether the campaign includes any age-gated content as defined by Carrier and CTIA guidelines.

• Sample Multimedia: Allows to upload a multimedia file that can be uploaded once the campaign is created. The maximum upload file size allowed is 10 MB.

• CTA (Call-To- Action), Privacy Policy and/or Terms and Conditions Multimedia Upload: Allows to upload a multimedia file. It supports documents that can only be uploaded once the campaign is created. The maximum upload file size allowed is 10 MB.

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Note

For more information, refer to Campaign and Content Attributes.

Other important message categories specific to Customer support/engagement

HELP message

This message must include the program name and either a toll-free number/phone number or support email for the brand where the end user can get support or help about the program if needed. Include STOP to end disclosure.

Example:

[X Brand Program Name] Need help? Call us at (XXX) XXX-XXXX or email us at: [email protected]. Reply STOP to end.

STOP message

STOP message should be a one-time message sent to the end-user confirming they have opted out of the program should they reply STOP to the number.

Example:

[X Brand Program Name] We’re sorry to see you go! You will receive no further messages. Reply HELP for help.

SMS Terms & Conditions URL

Provide the URL where the Terms & Conditions reside. If the URL does not have the required SMS verbiage live, a mockup of what the verbiage will look like must be provided.

Requirements:

• [Program (brand) name]
• [Message frequency disclosure]
• [Product Description]
• [Customer care contact information]
• [Opt-out information]
• [Message and data rates may apply disclosure]
• [Privacy policy or link to privacy policy]

Example:

SMS Terms & Conditions:
[X Brand] text notifications on [code], Message and Data Rates May Apply. Reply STOP to stop. Reply HELP for info or email us at [email protected]. View our Privacy Policy here [URL]

Privacy Policy

All campaigns should provide a link to their Privacy Policy, and it must be a live URL. The policy must be clear that an end user’s Personally Identifiable Information (or PII) will not be shared or sold to third parties for marketing. Even if the Privacy Policy notes that the business does share or sell information to unaffiliated third parties for marketing purposes, the Privacy Policy could become compliant if a statement like the following is added:
“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.”