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Before you can text US mobile numbers from a US local number, US carriers require a registration of your business (the brand) and of how you text your customers (the campaign). This is called A2P 10DLC. Reviewers check every detail by hand, and most rejections come from a few avoidable gaps. This guide shows what they check and how to prepare, so your registration is approved the first time.
One registration covers all US numbers in your workspace. After approval, you can link more numbers at no extra cost. For prices, statuses and the API, see SMS.

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Checklist before you start

  • Legal business name, exactly as registered with your tax authority (the IRS in the US), including suffixes such as LLC or Inc.
  • Tax ID: the nine-digit EIN for US businesses, or your local business registration number.
  • Registered business address, with the two-letter state or province code in the US and Canada (for example AZ).
  • A live website that matches your business name.
  • An authorized representative: name, work email, phone number and job title.
  • A public privacy policy with an SMS section (template below).
  • Public SMS terms (template below).
  • A real opt-in process that is already live, where people explicitly agree to receive your texts.
  • Two example messages that match what you will send.

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1. Business details

  • Use the legal name exactly as registered for your tax ID, including LLC or Inc. A different spelling, an abbreviation or a trade name is the most common reason a brand fails.
  • Tax ID and legal name must belong together. A tax ID issued very recently can take a while to appear in the databases reviewers check.
  • Address: use the registered business address. For US and Canadian addresses, the form converts full state names to the two-letter code.
  • Website: a live site that belongs to your business and shows its name. A placeholder page or only a social media profile isn’t enough.
  • Company type: choose private, public, non-profit or government. Public companies also need the stock exchange code (for example NASDAQ), the ticker and a company contact email on the business domain; free email addresses are rejected.

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2. Choose the registration volume

The form shows the one-time and monthly price of both options before you continue. You can’t change the volume after submission.

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3. Opt-in: how people agree to your texts

The opt-in, also called the call to action, is the most common reason a campaign is rejected. Reviewers must be able to verify where and how each person agreed to receive your texts. Collecting a phone number on a call or by email is not consent on its own. Your opt-in must:
  • happen in a place reviewers can check, ideally a web form on your website;
  • be explicit and optional: a checkbox that isn’t pre-checked and isn’t required to buy or sign up;
  • name your business and the kind of messages;
  • state that message frequency varies, that “Message and data rates may apply”, how to opt out (reply STOP) and how to get help (reply HELP);
  • link to your privacy policy and SMS terms.
Checkbox text on your web form (adapt the message types):
I agree to receive text messages from [Your Business] about my inquiry, appointments and support. Message frequency varies. Message and data rates may apply. Reply STOP to opt out, HELP for help. See our Privacy Policy and SMS Terms.
Keyword opt-in, for example on a flyer or in your shop:
Text JOIN to [your number] to get appointment updates from [Your Business]. Message frequency varies. Message and data rates may apply. Reply STOP to opt out, HELP for help.
Send a confirmation message right after someone opts in, for example: “[Your Business]: You’re subscribed to appointment updates. Msg frequency varies. Msg & data rates may apply. Reply STOP to opt out, HELP for help.” What to write in the form under “How do recipients explicitly opt in?”: describe exactly this process, with the page address. For example:
Customers opt in on the contact form at https://example.com/contact by ticking an optional, unchecked box that reads: “I agree to receive text messages from Example Business about my inquiry, appointments and support. Message frequency varies. Message and data rates may apply. Reply STOP to opt out, HELP for help.” The form links to our Privacy Policy and SMS Terms. After opting in, customers receive a confirmation text.
If you also collect numbers by phone or in person, ask explicitly whether the person agrees to receive texts, note it, and send the confirmation message. Text only people who said yes.

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4. Privacy policy and SMS terms

Both pages must be public and linked from your opt-in. Reviewers read them. Add this paragraph to your privacy policy:
SMS/Text messaging: We collect your mobile number when you opt in to receive text messages from [Your Business]. No mobile information will be shared with third parties or affiliates for marketing or promotional purposes. Text messaging opt-in data and consent will not be shared with any third parties.
Add an SMS terms section to your terms and conditions:
SMS Terms: [Your Business] sends text messages about [your message types]. Message frequency varies. Message and data rates may apply. Reply STOP to cancel at any time. Reply HELP for help, or contact us at [support email or phone]. Carriers are not liable for delayed or undelivered messages.

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5. Example messages

  • Start with your business name, for example “[Your Business]: …”.
  • Add “Reply STOP to opt out” to at least one example.
  • Mark variable parts with brackets, for example “your class starts at [time]”.
  • Match the messaging purpose and the description you selected.
  • Put links on your own domain. Public link shorteners are rejected.
  • If your messages contain links or phone numbers, select the matching option in the form.
  • Write the examples in English.
Good: “Example Business: Your appointment is tomorrow at [time]. Reply C to confirm or call [phone] to reschedule. Reply STOP to opt out.” Rejected: “Your appt is tmrw!!! Click bit.ly/xyz” (no business name, no opt-out, public link shortener).

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6. What isn’t allowed

US carriers don’t accept these businesses or topics for business texting, even with consent:
  • high-risk financial services, such as payday, high-interest or third-party loans, crypto, debt collection, consolidation or relief, and credit repair;
  • third-party lead generation and affiliate marketing;
  • get-rich-quick schemes;
  • cannabis, CBD and vaping products, and prescription drugs;
  • gambling and sweepstakes;
  • phishing, including simulated phishing;
  • firearms and tobacco.
Alcohol is only possible with an age gate.

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7. After you submit

Before payment, Milian checks your application for the common rejection reasons above and marks what must be fixed. After payment, the review runs automatically:
  • Don’t send test messages to US numbers before the number shows Active. Carriers block them until activation is complete.
  • If a step is rejected, the dialog shows what to change. Select Correct and resubmit to fix it in the same application. Up to three corrections per step are free. A correction that needs a new brand or campaign review is charged again; contact support for it. Don’t start a second paid application.
  • More numbers: numbers that aren’t part of the registration yet show Not linked. After approval, link a single number, or select Use for all US numbers to link all remaining numbers at once. This doesn’t add a subscription.