What is the Call to Action / Message Flow Field?

The Call to Action (CTA) or Message Flow field clearly and accurately describes how a consumer opts in to receive text messages from your organization. It should list all opt-in methods you use.

 

Requirements for the Call to Action / Message Flow Field

Carriers will review:

 

• The call to action field: Your description of how customers opt in.
• The actual call to action disclosure: The language shown to customers at the time of opt-in.

 

Key Requirements:

• The call to action field must accurately describe how you obtain consent.

• Opt-in must be 1:1 (specific to the individual), cannot be shared or received from third parties, and must be specific to text messaging.

• Opt-in cannot be implied, forced, or hidden in terms & conditions or other agreements.

 

For each opt-in method listed, you must provide supporting documentation, such as:

• Webform links
• Physical form PDFs
• Verbal opt-in scripts
• Keyword opt-in advertisements

 

You can include links or scripts directly in the call to action field. For attachments, email them to CallHarbor Support via your existing 10DLC ticket or at [email protected]. Use “10DLC Call to Action Attachment” in the subject line, and include your name and business name in the email body.

 

Call to Action Disclosure Requirements

The call to action disclosure shown or read to customers during opt-in must include:

• Company Name: Your business name.
• Message Types: The types of messages users will receive.
• Message Frequency: How often you will send messages. For example, "Msg frequency varies" or "2 msgs/week."
• Message and Data Rates May Apply: Inform customers that "Message and data rates may apply." 
• HELP Keyword Instructions: Inform customers how to use the “HELP” keyword for help. Example: "Text HELP for help."
• STOP Keyword Instructions: Inform customers how to use the “STOP” keyword to unsubscribe. Example: “Text STOP to unsubscribe.”
• Privacy Policy Link: Link to your Privacy Policy. (See this article: 10DLC Privacy Policy Requirements on what needs to be included in your privacy policy.)
• Terms & Conditions Link: Link to your Messaging Terms & Conditions. (See this article: Terms and Conditions Requirements for what needs to be included in your messaging terms and conditions.)

 

 

All opt-in methods must comply with your texting use case (conversational, informational, or promotional). Verbal opt-in is not allowed for marketing or promotional messages. For details, see the CTIA Guidelines.

 

Specific Opt-In Method Requirements

Website Opt-In:

• Provide a direct link to the opt-in form in the call to action field.
• Opt-in must be specific to texting (not combined with email or calls, or any other opt-in).
• The form must:
  • Include a phone number field (which cannot be required).
  • Include a checkbox for text message consent. (The checkbox must be unchecked by default, and cannot be required.) 
  • Contain an SMS disclosure that meets the call to action disclosure requirements.

 

Keyword Opt-In:
If customers can text an opt-in keyword (like START) to opt-in to messages, you will need to: 

 

• In the call to action field, explain how the consumer/recipient is informed to text the keyword/initiate the text messaging conversation. 
• Provide a link to the webpage where the keyword opt-in is advertised, or a screenshot of the keyword opt-in advertisement.
• Ensure any instructions given to the customer to opt-in via keyword meet the call to action disclosure requirements.

 

Verbal Opt-In:

• Verbal opt-in cannot be used for marketing or promotional messages.
• In the call to action field, or as an attachment, provide the opt-in script read to customers.
• The script must meet the call to action disclosure requirements.

 

Email Opt-In:

• Provide a screenshot of the email that’s sent to customers asking them to opt-in. 
• The email must meet call to action disclosure requirements.

 

Physical Form Opt-In:

• Submit a copy of the physical form used for opt-in.
• The form must include a phone number field (which cannot be required)
• Including your company name and logo at the top improves approval chances.
• The form must include an SMS disclosure that meets the call to action disclosure requirements.