Overview
Ensuring your website is compliant is a crucial part of passing A2P 10DLC registration and maintaining long-term SMS deliverability. Carriers and compliance partners review your website to verify that your brand is legitimate, transparent, and aligned with approved messaging standards.
Website compliance is also a key requirement enforced by U.S. carriers and The Campaign Registry (TCR), who expect your site to clearly display accessible, accurate, and verifiable information. These elements help protect consumers and ensure that only wanted, consensual messaging is sent.
This guide outlines the essential website requirements you must meet before submitting your SMS campaign for approval.
Why Website Compliance Matters
During A2P 10DLC review, carriers validate your:
Brand identity
Legitimacy of your business
Accuracy of contact information
Transparency around how SMS consent is collected
Any missing, mismatched, or incorrect website elements can result in campaign rejection or delays. A compliant website increases your chances of approval and protects your messaging reputation.
Website Compliance Requirements
Use the checklist below to ensure your website meets all necessary compliance standards before submitting your application.
A)Website Link Requirement
Please use a website URL starting with https:// (not http).
B) Opt-In Method Clearly Described
Your campaign description must state the exact opt-in method(s) you use, such as:
Website Form
QR Code
Paper Form
Kiosk
Facebook Lead Form
Verbal
This helps reviewers understand where and how consent is collected.
Note: One of the most important elements of this process is domain consistency between your website and the opt-in form URL.
C) Include Links to All Opt-In Flows
Anywhere you collect SMS consent—forms, QR code pages, lead forms—should be linked or documented.
Upload screenshots where applicable so compliance reviewers can see proof of consent.
D) Website Must Be Live and Accessible
Your website should:
Load without errors (no 404, 500, password gates, or “coming soon” pages)
Be accessible to reviewers without logging in
Display your brand identity clearly
Inactive or “broken” websites are a frequent cause of A2P rejections.
E) Provide Both the Business Website URL and Opt-In Form URL
If your opt-in happens on a different page than the homepage, you must provide:
Business Website URL
Opt-In Form URL
Important: For website-based opt-ins, the domains must match (e.g., mybusiness.com and forms.mybusiness.com).
F) Your Opt-In Form Must Be Fully Compliant
Your opt-in form must include:
Business name
Clear, express consent wording
Message purpose (promotions, alerts, notifications, reminders)
STOP/HELP instructions
Message frequency (or “Message frequency varies”)
Optional but recommended: “Message & data rates may apply”
Phone number field
Links to:
Terms of Service (TOS)
Privacy Policy
Missing any of these items may result in rejection.
G) Add Your TOS & Privacy Policy to Your Website and Form
Your Terms of Service and Privacy Policy must:
Be publicly accessible
Include your business name
Match the identity you provide during brand registration
Appear wherever SMS consent is collected
These documents help verify your legitimacy and compliance.
H) Display Business Contact Information
Your website must show:
Business address
Support email
Phone number
These details must match the information submitted in your Brand registration.
I) No Selling or Buying Leads
Your website must not reference:
Purchasing leads
Selling leads
Affiliate lead programs
Lead reselling
Carriers blacklist businesses associated with lead trading. If any such wording appears on your website, your campaign may be automatically rejected.
J) DBA Names Must Be Displayed if Applicable
If you operate under a “Doing Business As” name, your website must display:
DBA name in footer
OR
In the Privacy Policy
OR
Terms & Conditions
This ensures the brand used in registration matches what appears publicly.