The campaign form, field by field

When you register a campaign at Campaigns → Register campaign, you fill out a few sections. Carrier reviewers read most of these verbatim, and several are compared against your live traffic later. Here's what each field is and what trips people up.

Brand

The verified brand this campaign sits under. Only brands whose identity status is Verified (or Vetted Verified) can back a campaign, if your brand isn't there yet, finish verification first.

What this campaign sends

Use case. The category of messaging, see Pick a use case.

Description (required). One or two specific sentences on what your agent texts about. Specific passes; generic gets rejected. Good: "Our scheduling agent sends appointment confirmations and day-before reminders to customers who booked on our site." Weak: "We send notifications."

How recipients opt in (required). Describe the actual mechanism by which someone ends up consenting, the checkout consent checkbox, the web form, the keyword. This is the field carriers lean on hardest. See Write a CTA that passes.

Vertical (optional). Your industry (e.g. RETAIL, HEALTHCARE, FINANCIAL).

Sample messages

At least one sample is required; you can add up to three. Use real examples of what your agent will actually send, include your brand name, and have at least one show opt-out language ("Reply STOP to unsubscribe"). Carriers compare these against your real traffic and flag drift. See Sample messages that pass.

Subscriber experience

Three toggles, on by default, covering the CTIA-required flows:

• Subscribers opt in, they consent before receiving messages.
• Subscribers can opt out, with opt-out keywords (must include STOP).
• Subscribers can request help, with help keywords (must include HELP) and a help message (what you reply to HELP, your brand name and how to reach you).

Keep all three on for any consumer-facing campaign. See Opt-in, opt-out, and HELP for what each reply must contain.

Compliance

Privacy policy URL. Required by carriers for any campaign that handles consent. It must be live and must state that SMS opt-in data isn't shared with third parties for marketing. See Privacy policy and terms.

Terms & conditions URL. Your message-program terms, also live.

Then four content toggles. Each has to match your samples and website, a mismatch is a common rejection:

• Includes embedded links, turn on if any message contains a URL. If on, at least one sample should contain a link; if off, none should.
• Includes phone numbers in the message body, turn on if a message contains a phone number (the HELP contact doesn't count). Same matching rule as links.
• Age-gated content, turn on if your content touches age-restricted material (alcohol, tobacco, firearms). If on, your site needs a real age gate before opt-in. See Banned and restricted content.
• Direct-to-consumer lending, turn on if the brand is in lending or loan-arrangement (this follows the business, not the specific campaign content).

The customer form doesn't have a "number pooling" attribute. If you need a large pool of numbers on one campaign, that's a contact-us path, see How throughput works.

Which fields are fixed after filing

The carrier registry treats some fields as defining the campaign, the use case and the structural content toggles (embedded links, embedded phone numbers, age-gated, direct lending). Changing one of those effectively redefines the campaign, so it requires re-filing rather than an in-place edit. AgentMessage handles that for you; contact support if you need a structural change. Wording-level fixes (description, samples, the HELP reply, URLs) are easier to update, we can re-file those without starting over.

That's why it's worth getting the toggles and use case right before you submit.

After you submit

The campaign is filed with the registry and reviewed by the carriers. Track it on the campaign's detail page. See What happens after you submit.

Next

• What happens after you submit
• Sample messages that pass