Why the use case matters
Reviewers read the use case first, then check that everything else agrees with it. A reminders campaign with promotional samples fails. So does a marketing opt-in on a customer care campaign. Picking the right use case is half the work of telling one consistent story.
The common standard use cases
- Account Notification: updates about a customer's account, like appointment reminders, billing notices, and status changes
- Customer Care: two-way support conversations and account help
- Delivery Notification: shipping and delivery status
- Two-Factor Authentication (2FA): one-time passcodes and login codes
- Marketing: promotions, offers, sales, and anything meant to drive a purchase
- Security Alert and Fraud Alert: warnings about account security or suspicious activity
- Mixed: several standard use cases combined in one campaign
- Low Volume Mixed: a combination for small senders, with a low daily sending cap
There are a few more, like Higher Education, Polling and Voting, and Public Service Announcement. Most small businesses never need them.
Special use cases
Some programs fall under special use cases with extra review: charities, political messaging, sweepstakes, emergency services, K-12 schools, and a few others. If you're in one, expect more questions and sometimes extra fees. Sole proprietors register under their own use case with its own limits.
How to choose
- Only reminders and account updates: Account Notification
- Mostly answering customer questions: Customer Care
- Promotions, even occasionally: Marketing
- Reminders plus promotions: Mixed, or two separate campaigns
- A very small business sending a few texts a day across a few types: Low Volume Mixed
One campaign or two?
Mixed is convenient, but the opt-in and every sample have to cover everything in it. Two focused campaigns, like reminders and marketing, are easier to get approved and keep consent clean: customers can agree to reminders without agreeing to promotions. The tradeoff is a second monthly campaign fee.
Marketing has to be declared
If any text you send is promotional, the campaign has to say so, and your opt-in has to tell customers they will get offers. Slipping a coupon into a reminders campaign is the classic mismatch rejection. It can also get an approved campaign flagged later.
Let Clear pick it
Clear asks what you send, recommends the use case, then writes the opt-in and sample messages to match it. The audit checks that all three agree before you submit.
Common questions
What 10DLC use case are appointment reminders?
Usually Account Notification, since reminders are updates about an appointment the customer booked. If the same campaign also handles two-way support, Customer Care or Mixed can fit.
Can I change my 10DLC use case after approval?
Generally no. You register a new campaign with the right use case, get it approved, then move your traffic to it.
What is Low Volume Mixed?
A use case for small senders who send a mix of message types. It costs less per month but has a low daily sending cap, so it only fits businesses that send a small number of texts.
Is it better to use Mixed or separate campaigns?
Separate campaigns are easier to approve and keep consent clear. Mixed saves a monthly fee, but the opt-in and every sample must cover every message type in it.