Why Do I Need to Update My Site With This Information? 

The 10DLC process requires a website presence to validate your organization and in that requirement, also requires opt-in language, Call to Action and updated privacy policies in plain sight.  

Opt-In

If you have a form where new prospects provide information, opt-in language is needed on the form on the website within plain view. This is usually tied in with and confused for a Call To Action (CTA). 

Call to Action 

A Call-to-Action is an invitation to a Consumer to opt-in to a messaging campaign. You are required to provide a clear, concise, and conspicuous description of how an end user signs up to receive messages and it can not be implied or be obscured within the Terms & Conditions and/or other agreement(s). Opt-in must be one to one and can't be shared with third parties. 

A Call-to-Action should ensure that Consumers are aware of: 

• The program or product description.
• The telephone number(s) or short code(s) from which messaging will originate.
• The specific identity of the organization or individual being represented in the initial message.
• Clear and conspicuous language about opt-in and any associated fees or charges.
• Other applicable terms and conditions such as how to opt-out, customer care contact information, and any applicable privacy policy. 

Examples of Good Call-to-Action Practices

• Entering a phone number through a website 
  • Example: Customers opt-in by visiting www.examplewebsite.com and adding their phone number. They then check a box agreeing to receive text messages from the example brand. 
• Clicking a button on a mobile webpage 
• Sending a message from the consumer’s mobile device that contains an advertising keyword. 
  • Example: Consumers opt-in by texting START to (111) 222-3333. 
    • Important: If consumers can opt in by texting a keyword, the response should include the brand name, confirmation of opt-in enrollment to a recurring message campaign, how to get help, and a clear description of how to opt out. 
• Initiating the text message exchange in which the message sender replies to the consumer only with responsive information. 
• Signing up at a point-of-sale (POS) or another message sender on-site location. 
• Opting in over the phone using interactive voice response (IVR) technology. 
  • Example: "[Your Organization]: You are now opted-in to our platform notifications. For help, reply HELP. To opt out, reply STOP"

Privacy Policy

The privacy policy on your website MUST have a privacy policy. The Privacy Policy must clearly state that consumer Personally Identifiable Information (PII) will not be shared or sold to third parties for the purpose of marketing. The privacy policy must also indicate what information is being collected, how it is used, and how users can opt out.