Introduction
This guide walks through the steps required to successfully register a 10DLC brand and campaign through Lofty, in the order you will actually complete them. Start by preparing your website before registering anything — reviewers will verify your website as part of the approval process, so it needs to be ready first.
- Phase 1: Prepare Your Website
- Phase 2: Determine Your Brand Type and Register Your Brand
- Phase 3: Configure Your Campaign
Phase 1: Prepare Your Website
Before starting any registration, make sure your website meets Twilio’s requirements. This is the foundation that reviewers will check against everything else you submit.
Step 1 — Website and Consent Requirements
Before setting up your checkboxes, verify the following on your website first. These items will be cross-checked against your brand and campaign registration during review.
Requirement |
Details |
|---|---|
Website URL |
Confirm your site loads correctly at the exact URL you plan to register. Check whether it works with or without |
Input Phone Field |
The input phone field on your website registration form should not be required to fill. |
Brand Name visible on website |
Your legal business name must be visibly present in the page title, header, footer, or logo. This must match the name you register in Step 3. Legal suffixes such as LLC or Inc may be omitted when comparing, but the core name must be identical. |
Agent Name visible on website |
The agent’s legal personal name (First + Last) must appear visibly on the website — for example in the page title, agent bio, or footer. If TCR cannot find this name on the page, identity verification will fail. Do not use a team name or brokerage name in place of the agent’s legal name. |
Consent checkboxes: All SMS consent checkboxes must be unchecked by default and must not be required to submit the form. The phone number field must also be optional. A user must be able to enter their phone number and submit the form without checking the SMS consent checkbox — checking it is always the user’s choice. Use the exact wording below for your campaign use case.
Sole Proprietor Use Case |
Marketing Use Case (Standard Brand) |
|
|---|---|---|
Checkbox #1 (optional) |
“By checking this box, I agree to receive text messages from [agentName] regarding real estate services, property inquiries, scheduling, and related communications. Message frequency varies. Message and data rates may apply. Reply HELP for help or STOP to opt out.” |
“By checking this box, I agree to receive recurring marketing communication from [CompanyName], including auto-dialed calls, texts, and artificial/prerecorded voice messages (message frequency varies; data rates may apply; reply “STOP” to opt-out of texts or “HELP” for assistance); Consent not required to make a purchase. I understand that I can call XXX-XXX-XXXX to obtain direct assistance.” |
Checkbox #2 |
“By checking this box, I agree to the Terms of Service and Privacy Policy of this website.” |
“By checking this box, I agree to the Terms of Service and Privacy Policy of this website.” |
The exact wording of your checkboxes will be quoted verbatim in your campaign’s opt-in description (Step 4). Finalize the wording before moving on.
Policies: Your website must include both a Privacy Policy and Terms of Service, with working links to both. See Step 2 for the specific SMS-related content each policy must contain.
Step 2 — Privacy Policy and Terms of Service: SMS Requirements
Your Privacy Policy and Terms of Service must each contain specific SMS-related language. Add a dedicated “SMS / Text Messaging” section to your Privacy Policy with the following content:
Privacy Policy — required SMS section:
A statement that users can opt out by replying STOP to any text message. This must be specific to SMS — a general “opt out of advertising” clause does not count.
The following data-sharing clause: “Text messaging originator opt-in data and consent will not be shared with any third parties.”
Terms of Service — required SMS additions:
“Carriers are not liable for delayed or undelivered messages.”
Instructions for STOP (to opt out) and HELP (for assistance).
“Message and data rates may apply.”
Phase 2: Determine Your Brand Type and Register Your Brand
Your brand type determines everything downstream — including which campaign type you will register and what kind of messages you can send. The key question is whether your business has an EIN (Employer Identification Number).
Step 3 — Choose Your Brand Type and Complete Registration
Use the decision below to identify which path applies to you, then fill in your registration information accordingly.
Standard Brand |
Sole Proprietor Brand |
|
|---|---|---|
EIN required? |
Yes |
No |
Campaign type |
Standard Campaign (Marketing) |
Sole Proprietor Campaign |
Message style |
Marketing-focused: listings, open houses, and market updates |
Personal and one-to-one: direct outreach about a specific inquiry or property |
Once you know your brand type, complete your registration using the following information requirements. All information must be real, consistent, and verifiable — reviewers cross-check submissions against public records.
Field |
Standard Brand |
Sole Proprietor Brand |
|---|---|---|
Name / EIN |
Use the exact legal business name tied to your EIN — not a team name, DBA, or marketing name, unless that is also the registered legal entity name. |
Use the agent’s legal personal name (first + last). Do not use a team name or brokerage name, and do not append business suffixes such as LLC or Inc. — the name entered must be the agent’s legal personal name only. This personal name must also be searchable and visible on the website (e.g. in the page title, agent bio, or footer) |
Address |
Provide a real physical address. An office address is preferred, but a home address is acceptable. Do not use a PO Box. |
Same as Standard Brand. |
Phone Number |
Use the agent’s real personal mobile number. Do not use a Twilio number, Google Voice, or any VoIP or virtual number. |
Same as Standard Brand. |
Use a real, monitored business email. A domain-matched email (e.g. name@yourbrand.com) is best. Gmail, Outlook, or Yahoo addresses can work, but the email address must be publicly visible on the website — for example, on the contact or about page. |
Same as Standard Brand. |
Phase 3: Configure Your Campaign
Once your brand is registered, you will configure your campaign. The following steps cover what Twilio reviewers specifically check during campaign approval.
Step 4 — Opt-in Description
Your “How do consumers opt in?” description must accurately reflect your actual website flow and be verifiable by reviewers. Clearly state where the opt-in happens, describe the consent action (the checkbox), and paste the checkbox text exactly as it appears on your website — do not paraphrase. If you send recurring messages, note that frequency varies.
If the opt-in occurs behind a login or offline, provide a public URL with screenshots of the relevant pages.
The opt-in description should follow one of these two formats depending on your form type:
One-step form (all fields including phone appear on a single form):
“Consumers opt in by completing the contact form at {WEBSITE_URL}. The form displays a checkbox stating: ‘[EXACT MARKETING CHECKBOX TEXT FROM WEBSITE]’. Checking this box is optional. Phone number is optional.”
Two-step form (email entered first, then full form with phone and checkboxes on step 2):
“Consumers opt in by completing the two-step contact form at {WEBSITE_URL}. On the first step, they enter their email address and click Continue. The second step displays their full contact details along with a checkbox stating: ‘[EXACT MARKETING CHECKBOX TEXT FROM WEBSITE]’. Checking this box is optional. Phone number is optional.”
All checkboxes are unchecked by default and are not required. The phone number field is optional. Message frequency varies. Message & data rates may apply. Reply STOP to opt out and HELP for help.
Step 5 — Writing Sample Messages
Twilio requires 2–5 sample messages. Each sample should reflect what you actually send, identify the sender by brand name, and use square brackets for variable content such as [First Name] or [City]. At least one sample should contain an opt-out instruction such as “Reply STOP to opt out.”
Important: A system opt-out message is automatically appended to every message by the platform. Do not include it inside your sample messages.
Use the description and sample templates below for your campaign type:
Standard Campaign (Marketing) |
Sole Proprietor Campaign |
|
|---|---|---|
Description template |
“[COMPANY_NAME] uses this campaign to send real estate marketing messages to leads who have opted in via the contact form on our website. Messages include new property listings, price drop alerts, market updates, and open house invitations for buyers and sellers in [AREA].” |
“[AGENT NAME] uses this campaign for personalized 1-on-1 SMS with individual clients who have opted in via the contact form on their website. Messages are direct outreach regarding specific properties and real estate needs — not bulk or automated broadcasts.” |
Sample messages |
“Hi [First Name], new listing alert in [City]! A [X]-bed home just hit the market at $[Price]. Want to schedule a showing? — [Agent] with [COMPANY_NAME]. Reply with “unsubscribe” to opt-out of future text communication. This message is sent from [COMPANY_NAME].” “Hi [First Name], a home matching your search just dropped $[X]K in price this week. Interested in taking a look? — [Agent] with [COMPANY_NAME]. Reply with “unsubscribe” to opt-out of future text communication. This message is sent from [COMPANY_NAME].” |
“Hi [First Name], this is [Agent Name]. I saw you were looking at properties in the area — do you have a few minutes to chat about what you’re searching for? Reply with “unsubscribe” to opt-out of future text communication. This message is sent from [Agent Name].” “Hi [First Name], just following up on the property you inquired about. Are you still interested? Happy to answer any questions. — [Agent Name]. Reply with “unsubscribe” to opt-out of future text communication. This message is sent from [Agent Name].” |
Step 6 — STOP and HELP Keywords
Users must always be able to text STOP to opt out of messages and HELP to receive assistance. If you send a welcome or confirmation message as part of a recurring program, that message should include your brand name, a note on message frequency, instructions for STOP and HELP, and a data rates disclosure.
Step 7 — Consistency Check Before Submitting
One of the most common reasons campaigns are rejected is inconsistency across the submission. Before submitting, verify that all of the following match each other:
What to check |
Must be consistent with |
Where verified |
|---|---|---|
Registered brand name |
Website page title / header / footer |
Step 1 |
Website URL in registration |
Actual serving URL — exact www / non-www |
Step 1 |
Checkbox text on website |
Opt-in description in campaign |
Step 1 |
Campaign description |
Sample messages — same use case, same brand name |
Step 5 |
Privacy Policy & Terms of Service |
SMS compliance requirements |
Step 2 |
Reference resources from Twilio
The following Twilio documentation pages contain useful diagrams and expanded guidance. Open each page and click “Expand image” to view the relevant screenshots:
Brand type selection flowchart — Programmable Messaging and A2P 10DLC
Campaign registration page sections — Direct Sole Proprietor Registration Overview
Opt-in mechanism requirements and hosted screenshots guidance — Gather the Required Business Information
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