10DLC rejection reasons · Critical
Opt-in language does not match the use case
Carriers reject campaigns where the opt-in promises one thing and the campaign registers another. Everything has to describe the same messages.
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Reviewers check that three things tell the same story: the call-to-action a customer saw when they opted in, the use case you declared, and the sample messages you submitted. If a customer opted in for "appointment reminders" but your samples are promotional offers, that is a mismatch, and it is a rejection. The customer did not consent to marketing, so sending it would be a violation, and the carrier will not approve a campaign that sets that up.
This trips up a lot of small businesses because they collect one broad opt-in and then want to use it for everything. If you send both reminders and promotions, those are different consent types. Either register a marketing campaign and say so at the point of opt-in, or keep the campaign narrowly scoped to what customers actually agreed to. The declared use case, the CTA language, and every sample message have to line up.
To fix it, decide what this campaign is really for, then make the opt-in language and the samples match that one thing. Fix will flag the mismatch in your specific submission and rewrite the samples so they match your declared use case.
The fix
Make the CTA, the declared use case, and the sample messages describe the same thing. If you send marketing, register a marketing campaign and say so at opt-in.
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Common questions
Can one 10DLC campaign cover reminders and marketing?
Not under one generic opt-in. Reminders and marketing are different consent types. If you send marketing, the opt-in has to say so and you generally register a marketing use case, separate from a transactional reminders campaign.
Why do my sample messages have to match my use case?
Samples are the evidence of what you will actually send. If they describe a different message type than your declared use case or your opt-in CTA, the reviewer treats it as a mismatch and rejects the campaign.