A compliant website is an important part of A2P 10DLC registration. Carriers and registration reviewers use your website to verify your business identity, review how SMS consent is collected, and confirm that your messaging practices are transparent and legitimate. Preparing your website before submitting a campaign can help reduce approval delays, prevent avoidable rejections, and support long-term SMS deliverability.

TABLE OF CONTENTS


What Is Website Compliance for A2P 10DLC?

Website compliance means making sure your website clearly represents your business, explains how contacts provide consent to receive SMS messages, and includes the legal and contact information needed during registration review.

Your website should be secure, live, publicly accessible, and consistent with the information submitted during A2P registration.


Key Benefits of a Compliant Website

Meeting website compliance requirements helps reviewers verify your business and messaging practices more efficiently.

  • Faster Review: Clear business and consent information can reduce follow-up requests.

  • Fewer Rejections: Matching website and registration details helps prevent avoidable compliance failures.

  • Clearer Consent: Customers can easily understand what messages they are agreeing to receive.

  • Better Transparency: Public legal and contact information helps establish legitimacy.

  • Stronger Messaging Reputation: Consistent compliance practices help support reliable SMS delivery.


Website URL Requirements

Your website must be secure and publicly accessible so reviewers can validate your business without encountering access barriers.

Make sure:

  • The website URL begins with https://.

  • The site loads without errors.

  • The website is not protected by a login or password.

  • Required pages are accessible without creating an account.

  • The site is complete and does not display a temporary or “coming soon” page.

  • Your business or brand name is clearly visible.


Clearly Describe Your SMS Opt-In Method

Your A2P campaign should accurately describe how contacts provide consent to receive SMS messages.

Common opt-in methods include:

  • Website form

  • QR code

  • Paper form

  • Kiosk

  • Facebook lead form

  • Verbal consent

The opt-in method listed in your registration should match the method your business actually uses.

For website-based opt-ins, keeping your website and form domains consistent makes it easier for reviewers to verify that the consent flow belongs to your business.


Provide Access to All Opt-In Flows

Reviewers should be able to see where and how SMS consent is collected.

Provide:

  • Your main business website URL

  • The direct URL to the SMS opt-in form

  • Screenshots when an opt-in flow is not publicly accessible

  • Supporting documentation for non-web opt-in methods when required

If you use more than one opt-in method, document each method clearly.


Keep Your Website Live and Accessible

A2P reviewers must be able to access your website and verify the information submitted during registration.

Avoid:

  • 404 or 500 errors

  • Broken links

  • Password-protected pages

  • Unpublished forms

  • Empty websites

  • Temporary landing pages

  • “Coming soon” pages

Before submitting your campaign, open your website and compliance pages in a private or incognito browser window to confirm they are publicly accessible.


Keep Your Website and Opt-In Domains Consistent

If SMS consent is collected on a different page from your homepage, provide both the business website URL and the direct opt-in form URL.

For example:

Using unrelated domains can make it more difficult for reviewers to confirm that the opt-in form belongs to the registered business.


Make Your SMS Opt-In Form Compliant

Your opt-in form should clearly explain what customers are agreeing to before they submit their phone number.

Include:

  • Business or brand name

  • Clear SMS consent language

  • Message purpose, such as promotions, alerts, notifications, or reminders

  • Message frequency or a statement that frequency varies

  • “Message and data rates may apply” disclosure when applicable

  • STOP instructions

  • HELP or customer support information when applicable

  • Phone number field

  • Link to the Privacy Policy

  • Link to the Terms of Service

If a consent checkbox is used, it must not be pre-selected. Customers should actively choose whether they agree to receive SMS messages.

Marketing consent should also be separated from unrelated agreements when required.


Add a Privacy Policy and Terms of Service

Your Privacy Policy and Terms of Service help reviewers and customers understand how your business handles personal information and messaging consent.

Both documents should:

  • Be publicly accessible.

  • Clearly identify your business.

  • Match the business identity used during registration.

  • Be linked anywhere SMS consent is collected.

  • Accurately describe how customer information is handled.

Review your Privacy Policy carefully to make sure SMS opt-in information is not described as being shared with unrelated third parties for marketing purposes.


Display Accurate Business Contact Information

Your website should make it easy for reviewers and customers to verify and contact your business.

Include:

  • Business name

  • Business address

  • Support email

  • Phone number

These details should match the information submitted during Brand registration.

If your business information changes, update your website before submitting or resubmitting a campaign.


Display DBA Information When Applicable

If your business operates under a public-facing name that differs from its legal name, clearly show the relationship between the two.

Your DBA name may appear in areas such as:

  • Website footer

  • Privacy Policy

  • Terms of Service

  • Contact page

  • About page

This helps reviewers connect the public-facing brand with the legal business information used during registration.


Avoid Lead Buying and Lead Selling Language

Messaging campaigns associated with purchased, resold, or improperly sourced leads may be rejected.

Review your website for language related to:

  • Buying leads

  • Selling leads

  • Lead reselling

  • Affiliate lead distribution

  • Purchased contact lists

Your website and opt-in process should demonstrate that recipients provide consent directly to your business for the messages they receive.


Website issues can delay or prevent campaign approval even when other registration details are complete.

Common causes include:

  • Website cannot be accessed.

  • Website uses a broken or insecure URL.

  • Business information does not match the registration.

  • Privacy Policy is missing.

  • Terms of Service are missing.

  • Opt-in form cannot be verified.

  • Consent language is incomplete.

  • Website and opt-in domains appear unrelated.

  • Business contact information is missing.

  • SMS opt-in proof cannot be accessed.

  • Website content suggests prohibited lead-buying or lead-selling practices.


Best Practices Before Submitting Your Campaign

Reviewing your website before registration can help prevent unnecessary delays.

  • Test every compliance-related page and link.

  • Confirm your business information is current.

  • Use clear, customer-friendly consent language.

  • Keep Privacy Policy and Terms links easy to find.

  • Make the SMS opt-in flow easy for reviewers to locate.

  • Confirm consent checkboxes are not pre-selected.

  • Make sure the campaign description matches the actual opt-in process.

  • Test the website while logged out.

  • Remove outdated or conflicting compliance information.

  • Confirm all screenshots and supporting proof links are publicly accessible.


Frequently Asked Questions

Q: Does my website need to use HTTPS?
Yes. Use a secure website URL beginning with https:// when submitting your website for A2P registration.

Q: Can my opt-in form be on a different page from my homepage?
Yes. Provide both the main business website URL and the direct opt-in form URL so reviewers can verify the consent flow.

Q: What if my opt-in form is behind a login?
Provide publicly accessible screenshots or supporting documentation showing the complete opt-in experience.

Q: Do I need both a Privacy Policy and Terms of Service?
Yes. Both should be publicly accessible and linked wherever SMS consent is collected.

Q: Can the SMS consent checkbox be pre-selected?
No. Customers should actively choose whether they agree to receive SMS messages.

Q: What if my public brand name is different from my legal business name?
Clearly display the DBA or public-facing name on your website and make its relationship to the legal business easy to verify.

Q: Why does my website need business contact information?
Contact information helps reviewers confirm that the website belongs to the business listed in the registration and gives customers a clear way to reach you.

Q: Can website issues cause my campaign to be rejected even if my business information is correct?
Yes. Missing legal pages, inaccessible opt-in forms, incomplete consent language, or mismatched website information can result in delays or rejection.


Need Help?

If your A2P campaign is being rejected because of website or opt-in compliance issues, first review your website, business information, and consent flow.

Verify that:

  • Your website uses https:// and loads successfully.

  • The website is publicly accessible without a login.

  • The business name matches the Brand registration.

  • Your business address, email, and phone number are visible and current.

  • Your Privacy Policy and Terms of Service are publicly accessible.

  • The opt-in method listed in the campaign matches the actual consent process.

  • The opt-in form contains clear SMS consent language.

  • Consent checkboxes are not pre-selected.

  • Required STOP, HELP, message frequency, and rate disclosures are included where applicable.

  • The website and opt-in form domains are consistent.

  • All opt-in URLs and supporting proof links are accessible.

  • DBA information is displayed when the public brand name differs from the legal business name.

  • The website does not promote lead buying, lead selling, or unrelated third-party lead sharing.

  • Any rejection reason has been corrected before resubmitting the campaign.

If the issue continues, collect the business website URL, opt-in form URL, Privacy Policy and Terms links, campaign use case, consent language, screenshots of the opt-in flow, and the rejection reason before contacting support.