Why registrations get rejected
Most rejections come from a short list of causes. Here is each one, and how it is fixed.
What a rejection means
US carriers filter business texts sent from unregistered numbers. When a brand or campaign registration is rejected, your messages stay unregistered and keep being filtered or blocked until the problem is corrected and the submission is approved.
Rejection messages are often short and general. The real cause is usually found by comparing what was submitted against your website, your consent flow and the messages you send.
Before you resubmit
- Read the rejection reason exactly as it was given
- Open your website as a stranger would and look for the privacy policy and SMS terms
- Compare the campaign description to your real messages
- Check the business name, EIN and address against your tax records
- Resubmitting unchanged usually brings the same result
Brand rejections and campaign rejections
Rejections happen at two different stages, and the fixes are different.
Brand rejections
A brand is rejected or fails verification when the business details cannot be matched to official records, or when the website does not support the business. Typical causes are a trade name instead of the legal name, a wrong EIN, an address that does not match, or a site that is down. Nothing else can move forward until the brand is approved.
Campaign rejections
A campaign is rejected when the description, samples, opt-in flow or website do not meet review requirements, or when they do not agree with each other. Typical causes are missing consent proof, samples that do not match the use case, and a website without a privacy policy or SMS terms.
Ten common causes
- Opt-in proof is missing or vagueReviewers want to see exactly how a person agrees to receive your texts. A sentence like "customers opt in on our website" is not enough without the form, the checkbox and the disclosure wording.How we fix it. We document the consent flow with the page address, the form fields, the unchecked consent box and the full disclosure text, then describe it clearly in the campaign.
- The campaign description does not match the messagesA campaign registered for appointment reminders that includes promotional offers will be flagged. The description, the use case and the sample messages must all describe the same traffic.How we fix it. We rewrite the description and samples so they say the same thing, and choose the use case that fits what you actually send.
- Sample messages are missing required elementsSamples that do not name the business, read like generic templates, or leave out opt-out language are a frequent reason for a return.How we fix it. We write realistic sample messages with your brand name, the right tone for the use case and opt-out wording where it is expected.
- The website has no privacy policy or SMS termsCarriers and reviewers check the website. If they cannot find a privacy policy and terms that cover text messaging, the submission can be sent back.How we fix it. We list exactly what the site needs and give you the wording to add, including the statement about how mobile information is handled.
- The website is unreachable or does not match the businessA site that is down, still under construction, password protected or clearly about something else raises doubts about whether the brand is real.How we fix it. We check the site before submitting and flag anything a reviewer would trip over, so the business described in the registration matches the one on the page.
- Business details do not match official recordsLegal name, EIN, entity type and address are compared against records. A trade name in place of the legal name, or an old address, is enough to fail brand verification.How we fix it. We collect the details exactly as they appear on tax records and correct the brand entry before resubmitting.
- The wrong use case was selectedRegistering marketing traffic as customer care, or the reverse, leads to mismatches between what was approved and what is sent, which can end in blocked messages later.How we fix it. We map your real message types to the correct use case, and use a mixed or multi-use option where that is the honest fit.
- Restricted or prohibited contentCarriers restrict or prohibit certain categories, including some lending, gambling, cannabis, firearms, tobacco and adult content. Some are never approved, others need extra care.How we fix it. We tell you early whether your category is likely to be a problem, and prepare the submission for the paths that are open to you.
- Public link shorteners in messagesFree public URL shorteners are widely associated with spam, and links in sample messages that use them often cause trouble.How we fix it. We move samples to your own branded domain or the full link so reviewers can see where messages lead.
- Consent from purchased or shared listsNumbers collected by a third party, bought, rented or scraped do not carry consent for your messages, and carriers do not accept them.How we fix it. We help you set up a first-party opt-in that you can prove, and tell you plainly when a list cannot be used.
How we fix a rejected registration
- Collect the evidenceYou send the rejection message, what was submitted and your website. We read all three together.
- Find the real causeThe stated reason is often broad. We check the details, the site, the consent flow and the messages to find what actually failed.
- Correct everything that is relatedWe fix the named problem and any nearby inconsistency that would cause the next rejection.
- Resubmit and follow upWe resubmit with the corrections, tell you what changed, and watch the result.
Preventing a rejection in the first place
Most returned submissions were avoidable. This checklist catches the majority of problems before they are submitted.
- Legal name and EIN match tax records
- Website is live and matches the business
- Privacy policy is easy to find
- SMS terms cover text messaging
- Opt-in forms show consent language
- Consent box is unchecked by default
- Use case matches the real messages
- Samples name the business
- No public link shorteners
- No purchased or shared lists
When a rejection cannot be fixed
Some situations are not a paperwork problem. Certain content categories are restricted or prohibited by carriers, and messages sent to numbers without consent are not accepted at all. If your case is likely to fail for these reasons, we tell you plainly and discuss the options, which may include changing the program, collecting proper consent first, or using a different messaging approach.
We do not promise approval, because the registry and carriers decide. What we promise is a careful review, a clear explanation and corrections aimed at the real cause.
Keep reading
Learn how brand registration and campaign registration work, what reviewers expect for opt-in and consent, how GoHighLevel agencies handle many sub-accounts, or read the questions we hear most.