SMS Campaign Rejection FAQ

Introduction: What Is an SMS Campaign & What Does Rejection Mean?

If you're using GoHighLevel (or a white-labeled platform) to send text messages to your leads and customers, you're likely using something called an SMS campaign. These campaigns allow businesses to send bulk text messages—like appointment reminders, promotional offers, or follow-ups—to people who’ve agreed to receive them.

But before your messages can be delivered, your campaign must first be approved by mobile carriers (like AT&T, T-Mobile, and Verizon). These carriers want to protect consumers from spam and scams, so they review your campaign details before allowing your texts to go through.

When your campaign is rejected, it means the carriers found something that didn’t meet their rules—either in how your messages are written, how you collect phone numbers, or the information about your business. Your campaign won’t work until these issues are fixed and resubmitted.

Think of it as applying for a permit to send texts: If something's missing or unclear, your application gets denied until it's corrected.

This FAQ breaks down the most common reasons for SMS campaign rejections and explains—in plain English—how to fix them so you can start sending messages smoothly.

Why was my SMS campaign rejected?

There are several reasons why a campaign may be rejected by carriers like AT&T, Verizon, or T-Mobile. These carriers want to make sure messages sent to customers are clear, legal, and not spammy. Below are common reasons campaigns are rejected and how you can fix them.

Top Rejection Reasons & How to Fix Them

1. Incomplete or Vague "Use Case" Description

What it means: You didn’t clearly explain what kind of messages you plan to send.
How to fix: Be specific! Instead of saying "marketing," say “promotional offers to customers who opted in after making a purchase.”

2. Website Missing or Not Functional

What it means: You didn’t include a website, or the link is broken.
How to fix: Add a working website that matches your business name and explains your services/products.

3. Privacy Policy or Terms & Conditions Missing on Website

What it means: Your website doesn’t have a clear privacy policy or terms of service.
How to fix: Add these to your website in the footer and link to them in your campaign submission.

4. Brand Name Doesn’t Match Business Website

What it means: The brand name you entered doesn’t match the one on your site.
How to fix: Make sure the business name listed in your application matches your actual website/business name.

5. Forbidden Content or Industry Type

What it means: You’re in a banned industry (e.g., cannabis, payday loans, illegal gambling).
How to fix: You cannot use SMS campaigns for these industries.

6. No Opt-in Process Described

What it means: You didn’t explain how users give permission to receive messages.
How to fix: Clearly describe how users opt in (e.g., website form, checkbox at checkout, etc.)

7. No Sample Message Content Provided

What it means: You didn’t include examples of the texts you plan to send.
How to fix: Add 2–3 sample messages that include your business name and opt-out instructions (e.g., "Text STOP to unsubscribe").

8. Shared Short Links (Bit.ly, TinyURL)

What it means: You used a generic short link, which is not allowed.
How to fix: Use your own domain (e.g., links.yourwebsite.com) to create branded short links.

9. High-Risk Language in Messages

What it means: Your sample messages include risky words (e.g., “free money,” “guaranteed,” “urgent”).
How to fix: Remove or reword language that may seem like spam or scams.

10. Using Emojis or ALL CAPS

What it means: Messages with too many emojis or full caps can get flagged.
How to fix: Keep it professional. Use standard punctuation and limit emojis.

11. Missing Opt-Out Instructions

What it means: You didn’t include instructions for users to unsubscribe.
How to fix: Always include something like “Reply STOP to unsubscribe” in every message.

How Do I Resubmit a Rejected Campaign?

1. Log into your Level Play Digital account.

2. Go to Settings > Phone Numbers > Trust Center.

3. Click Update next to the rejected campaign.

4. Fix the issue(s) listed and resubmit.

✅ Best Practices to Get Approved

• Be transparent: Clearly state who you are and why you're texting.

• Get consent: Only message people who opted in.

• Stay compliant: Follow all TCPA and carrier rules.

• Use your own website and domain in links and contact info.

• Include “Reply STOP to unsubscribe” in every message.

Understanding A2P 10DLC: Why Registration & Approval Matter

When you send SMS messages from a business to a customer in the U.S., you’re using A2P messaging—which stands for Application-to-Person.

If you’re using a software platform like Level Play Digital, you are technically an “application” sending texts to real people. Carriers like AT&T, Verizon, and T-Mobile want to ensure those messages are safe, wanted, and legally compliant. That’s where A2P 10DLC registration comes in.

How the A2P Approval Process Works

1. Register Your Business (Brand Registration)
   You or your provider submits business info (like legal name, EIN, website, etc.) to the A2P registry.

2. Submit Your Campaign (Campaign Registration)
   You describe what types of messages you’ll send, provide sample messages, and explain how people opt in.

3. Carrier Review & Approval
   Carriers review your campaign for compliance and clarity. They check:

   • If your use case is clear and legitimate

   • Whether users consented to receive your texts

   • If your sample messages follow the rules

4. Campaign Is Approved or Rejected
   If approved, you’re cleared to start sending texts. If rejected, you’ll receive a reason and a chance to fix and resubmit.

What Happens If You Skip Registration?

• Your texts may never be delivered.

• Your number could be blocked or flagged.

• Your sender reputation will be poor, affecting future deliverability.

Even with great intentions, unregistered or non-compliant campaigns won’t get through.

✅ Benefits of A2P 10DLC Compliance

• Higher deliverability: Your texts are seen as trustworthy by carriers.

• Lower filtering risk: You avoid being flagged as spam.

• Legal protection: You’re aligned with consumer protection laws like TCPA.

• Better reputation scores: Which improves your messaging performance over time.

This section makes it crystal clear who is rejecting the campaign (the carriers), why they do it (consumer protection & legal compliance), and how you can avoid the hassle by following the A2P 10DLC process properly.

Would you also like this formatted into a branded downloadable PDF or web knowledge base article? I can provide both versions.

Still Confused?

If you're not sure why your campaign was rejected or how to fix it, reach out to Level Play Digital Support or your white-labeled provider for help.