How to make a strong opt-in/opt-out strategy that will be 10DLC compliant

The expectations and requirements set by carriers and messaging providers have evolved and continue to change to reduce spam and ensure compliance. Businesses must ensure consent forms include all required elements, including brand-specific consent. Here you’ll find recommendations, dos, don’ts, and examples to support your opt-in strategy and properly report it in your 10DLC registration or Toll-Free Verification.

There are several effective methods for collecting opt-in consent. Below are a few common examples:

• Web Forms – A form on your website (such as a “Contact Us” or application form) that includes clear disclosure about how the phone number will be used for SMS messaging.
• Keyword Opt-In – Customers text a keyword (e.g., “JOIN” or “START”) to a published phone number. Opt-in language is displayed wherever the number is posted, and consent is confirmed via an automated text message.
• Paper Forms – Consent can also be gathered through physical forms, such as client intake sheets or applications. These forms must include verbiage explaining how the phone number will be used for SMS messaging.

Web forms

Web forms are one of the most common and trackable ways to collect opt-in consent and are a highly because they are digital, verifiable, and easy to track. Businesses often use them for newsletter sign-ups, “Contact Us” pages, appointment bookings, or account applications.

To ensure compliance, a proper web form should include:

• Phone number field – where the customer enters their number.
• Checkbox (not pre-checked) – the customer must actively agree to receive text messages.
• Opt-in disclosure – clear language that includes:
  • Your company name
  • Message frequency (e.g., “Message frequency may vary”)
  • Data rates disclosure (e.g., “Msg & data rates may apply”)
  • Opt-out instructions (STOP) and help instructions (HELP)
• Links to Privacy Policy & Terms & Conditions – so the customer knows how their data will be handled.

Here’s a sample verbiage for a Web form opt-in

By providing your phone number, you consent to receive informational text messages (e.g., shipping notifications, cart reminders) from [Company Name] at the number provided, including messages sent by autodialer. Consent is not a condition of purchase. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link. Reply HELP for help. [Privacy Policy link] & [Terms link].

Note: Ensure there’s a pre-checked checkbox next to the opt-in verbiage

Example 

Refer to the attached example, which highlights best practices for setting up opt-in processes using a web form.

Example of Description of Messaging Use Case and Messaging Opt-in/Opt-out Flow

As part of 10DLC registration, there are two main components you will need to submit: a Description of Messaging Use Case, and Messaging Opt-in/Opt-out Flow. The Description of Messaging Use Case is where you describe who you are as a business, what products/offerings you have, and why you plan to use SMS messaging. The Messaging Opt-in/Opt-out Flow is where you describe when and how you collect consent to send messages to your contacts. 

Here’s an example of a use case and opt-in method you might use, along with some tips on making it a strong submission. 

Description of Messaging Use Case 

We are a real estate agency with a team of agents managing buying and selling engagements with our clients. Text messaging will be used to communicate with prospective clients or buyers that have shown interest in our services for transfer of real property. We will use SMS messaging for customer service purposes to respond to questions and help customers. Customers inquire to be reached out and are also asked if they want marketing emails as well. 

Messaging Opt-in/Opt-out Flow (Example with Web Contact Us Form)

Our website has a Contact Us form where customers can make initial inquiries and provide their contact information. On this form there is a section where clients will be given the option to opt-in to receiving SMS messages via their provided number. Here is a link to the Contact Us form: <link>. The form has a checkbox that clearly states: By providing your phone number, you consent to receive informational text messages (e.g., shipping notifications, cart reminders) from [Company Name] at the number provided, including messages sent by autodialer. Consent is not a condition of purchase. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link. Reply HELP for help. [Privacy Policy link] & [Terms link].

Keyword Opt-in

Keyword opt-in is a fast and convenient way for customers to give SMS consent by texting a specific word or phrase to a designated phone number. This method works well for promotions, loyalty programs, event sign-ups, or general marketing campaigns.

To ensure compliance, a keyword opt-in flow should include:

• Published Number & Keyword – The number and keyword (e.g., “Text JOIN to 12345”) must always be accompanied by opt-in disclosure language wherever it is displayed (websites, posters, social media, etc.).
• Clear Disclosure – The posting must state:
  • Your company name
  • Message frequency (e.g., “You may receive up to 4 messages/month”)
  • Data rates disclosure (e.g., “Msg & data rates may apply”)
  • Opt-out instructions (STOP) and help instructions (HELP)
  • Links to Privacy Policy & Terms & Conditions – so the customer knows how their data will be handled.
• Confirmation Message (Double Opt-In) – Once the customer texts the keyword, send an automated confirmation message such as:
  • “You’re subscribed to [Company Name] updates! Reply HELP for help, STOP to opt out. Msg & data rates may apply. Msg freq varies.”

Here’s a sample verbiage for Keyword opt-in

By texting START to [phone number] you are agreeing to receive marketing & customer care text messages (e.g. promos, cart reminders, appointment notifications [messages expected to be sent]) from [Company Name]. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). Reply HELP for help. Privacy Policy [link] & Terms [link].

Example 

Refer to the attached example, which highlights best practices for setting up opt-in processes using keyword opt-in.

Example of Description of Messaging Use Case and Messaging Opt-in/Opt-out Flow

Here’s an example of a use case and opt-in method you might use, along with some tips on making it a strong submission. 

Description of Messaging Use Case 

We are a dog food retailer that offers online products for various pet food and pet accessories. We use SMS to help answer customer support or product inquiries when customers prefer to communicate over SMS. 

Messaging Opt-in/Opt-out Flow (Example with Inbound SMS)

Our main website has a support number posted where customers can either call or text the number for any inquiries. There’s clear SMS opt-in verbiage next to the phone number stating:  By texting START to [phone number] you are agreeing to receive marketing & customer care text messages (e.g. promos, cart reminders, appointment notifications [messages expected to be sent]) from [Company Name]. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). Reply HELP for help. Privacy Policy [link] & Terms [link].

Paper forms opt-in consent

Paper forms are a traditional but still valid method of collecting SMS consent. They are often used in industries such as healthcare, retail, real estate, or events where customers or clients physically fill out applications, intake forms, or sign-up sheets.

To ensure compliance when using paper forms:

• Dedicated Phone Number Field – Provide a clear space where the customer can write their phone number specifically for SMS communication.
• Consent Language – Directly on the form, include a statement such as:
  • “By providing your phone number, you agree to receive informational text messages (e.g onboarding updates, schedule updates, etc) from [Company Name]. Msg & data rates may apply. Msg frequency may vary. Reply HELP for help, STOP to cancel.”
• Signature or Checkbox – Have the customer sign or check a box to confirm consent. This ensures the opt-in is explicit and not assumed.
• Policy References – Include a short note directing customers to your Privacy Policy and Terms & Conditions (printed or online).

Example 

Refer to the attached example, which highlights best practices for setting up opt-in processes using paper form opt-in consent.

Example of Description of Messaging Use Case and Messaging Opt-in/Opt-out Flow

Employers will often assume that there is an implied consent for them to message employees’ phone numbers. However, relying on verbal or implied consent to send messages does not provide evidence to carriers and messaging providers that you are following due diligence to follow compliance. Wherever you collect the employee phone numbers, there should be some verbiage on how that phone number will be used for SMS, and how they are consenting to receiving messages. 

Here’s an example of a use case and opt-in method you might use, along with some tips on making it a strong submission. 

Description of Messaging Use Case 

We do Garage Door installations and other home improvement services. We have a team of 10-12 servicers who do regular visits to customer homes for services, and share various equipment and service vehicles for our shifts. We use messaging to manage our resources and give updates on any field work, delays, coordination, or resource needs. 

Messaging Opt-in/Opt-out Flow (Example with Paper Form)

We use messaging with our internal team or service professionals. When a member joins our team there is a paper form they fill with their contact information and other employment information. The contact info section has a section for phone number and distinct verbiage asking for consent to receive SMS messages related to work. They can opt out by letting the texting STOP, letting team lead know, or if they ever leave the team they will be opted out. Attached is a PDF version of the paper form, showing the section where we collect opt-in {attach link to PDF}.

Good opt-in VS Bad opt-in

Do’s and Dont’s

✅ Do’s

Include a URL, Picture, or PDF evidence showing where consent is collected

When collecting opt-in consent, always provide supporting evidence such as a URL, picture, or PDF displaying explicit opt-in language. This evidence is necessary to validate the opt-in process. If the content is in an internal document, application, behind a paywall or login, a screenshot is the best way to provide evidence if a direct URL cannot be provided.

Use clearly visible, explicit verbiage when collecting the opt-in. Disclaimers matter!

Whenever collecting phone numbers, ensure there is explicit verbiage about how the phone number will be used. This disclaimer should be visible and explicit, explaining the purpose for which the phone number is being collected. For example, your form or webpage could say “By checking this box, you are opting in to receiving SMS messages for regular account updates and appointment reminders to your provided contact phone number. You can opt out at any time by replying STOP.”. Include screenshots and webpages which include this type of verbiage for a strong submission.

Publish an accessible Privacy Policy and Terms & Conditions: 

These two pages must be publicly available, easy to locate, and linked wherever customers provide opt-in consent. The content should clearly explain how data is collected, stored, and used, as well as the rights of both the business and the customer.

 

❌Don'ts

Don't rely on verbal consent, implied consent, or casual/informal use case excuses, since it’s not tangible consent. 

Avoid relying on verbal opt-in collection or word of mouth, as it's challenging to provide tangible proof of how and when the opt-in was collected. Most carriers and messaging providers require URLs, PDFs, or images as evidence of opt-in, making verbal methods insufficient. Use cases describing casual or informal settings are not acceptable reasons for lacking tangible consent. For example, saying “We are just texting our internal staff…” will not bypass the need to provide an evident opt-in process. Regardless of the context, opt-in consent should always be collected using verifiable methods to ensure transparency and compliance.

Don't submit without a URL or image, claiming it’s hidden on an internal site.

Carriers and messaging providers require tangible proof of opt-in examples. If the content is not publicly accessible, provide a screenshot of the internal form or application as evidence. Simply claiming that your opt-in collection is on an internal site without providing a supporting screenshot will likely result in rejection.

Don't rely on your Privacy Policy or T&Cs for your SMS consent proof.

While privacy policies and terms and conditions can provide additional context, we recommend that they should not be the sole method of collecting opt-in consent. Avoid relying solely on these documents to vaguely state that customers will be contacted. Consent should be presented as an optional opt-in, with the communication channel stated (i.e. SMS), and clear, explicit methods of consent collection should be used to ensure compliance and transparency.