Twilio 10DLC campaign rejected? Here's how to fix it
A rejected campaign in the Twilio Console is frustrating, but the reason is fixable, and Twilio is not actually the one that rejected it. Here is what happened and how to resubmit.
Twilio submits your A2P 10DLC brand and campaign to The Campaign Registry (TCR), which routes them to the carriers for approval. When your campaign shows as rejected in Twilio, that decision came from TCR or the carriers, not from Twilio. Twilio is relaying the reason back to you.
That matters because it means the fix is the same regardless of provider: you are solving one of the known 10DLC rejection reasons, not a Twilio-specific problem. Read the reason Twilio surfaced, match it to the underlying cause, correct it, and resubmit.
Where Twilio shows the rejection
In the Twilio Console, the campaign's status and the returned rejection reason appear under your Messaging / A2P 10DLC section, on the campaign that failed. The text you see there is the reason relayed from TCR or the carrier.
Twilio is the messenger, not the decider
Note the difference between a registration rejection and a sending error. A rejected campaign is a registration decision you resolve by fixing the package and resubmitting. A send-time error on an unregistered number is a symptom of registration not being complete, not a separate campaign rejection. If you are unsure which you are seeing, the rejection reason text is the tell.
What the reason actually means
Whatever Twilio showed you maps to one of the known 10DLC rejection reasons. Pick the one that matches for a Twilio-specific walkthrough of that rejection and its fix:
- Twilio rejected: Opt-in / consent not described →
- Twilio rejected: Opt-in language does not match the use case →
- Twilio rejected: Sample messages are placeholders or too generic →
- Twilio rejected: Sample messages missing opt-out language →
- Twilio rejected: HELP response not provided or non-compliant →
- Twilio rejected: STOP response not provided or non-compliant →
- Twilio rejected: Privacy policy missing or does not mention SMS →
- Twilio rejected: Website missing, dead, or under construction →
- Twilio rejected: Legal business name / EIN mismatch →
- Twilio rejected: Sole proprietor treated as a standard brand →
- Twilio rejected: Prohibited or restricted content (SHAFT / high-risk) →
- Twilio rejected: Public URL shorteners in messages →
- Twilio rejected: Low brand trust score / vetting needed for throughput →
Common questions
Why did Twilio reject my 10DLC campaign?
Twilio did not reject it. Twilio submitted your campaign to The Campaign Registry and the carriers, and they returned the rejection. Twilio relays that reason to you. The fix is to resolve the underlying rejection reason and resubmit.
Where do I see the rejection reason in Twilio?
On the failed campaign in your Console's Messaging / A2P 10DLC area. The reason shown there is the one returned by TCR or the carrier.
How do I resubmit after a Twilio campaign rejection?
Fix the reason the campaign was rejected for, then resubmit the campaign for review through Twilio. Each resubmission is re-reviewed, so fix every issue before you resend.