Two registrations, two ways to fail
A2P 10DLC has two parts. The brand registration identifies your business. The campaign registration describes how you text, including who you message, what you send, and how people opt in. Either one can be rejected, and the reasons differ.
Why brands get rejected
HighLevel's brand approval guide lists these causes:
- The EIN does not match your legal name. Use the name exactly as it appears on your CP 575 EIN confirmation letter, not a name copied from a W-2 or W-9.
- The wrong tax identifier for your country. US brands need an EIN, and a DUNS number causes a rejection. Canadian brands use the first nine digits of the Business Number.
- An address that does not match. Submit your official registered company address, not a branch office.
- A stock ticker that does not match the brand, for public companies.
- A nonprofit EIN that does not appear in the IRS Tax-Exempt Organization Search.
- An SSN. HighLevel says a standard brand registration does not accept one, and sole proprietors have their own registration article.
Why campaigns get rejected
HighLevel groups correctable campaign rejections into four areas: opt-in and consent problems, website deficiencies, business identity mismatches, and unclear use cases. You can fix those and resubmit.
Some rejections cannot be resubmitted because of the content itself. These include SHAFT content (sex, hate speech, alcohol, firearms, tobacco), disallowed categories such as cannabis, gambling, cryptocurrency, and payday loans, and high-risk signs such as phishing, fraud, or HTTP links.
Where to read the reason
Open Settings, then Phone System, then Trust Center, then Brands & Campaigns, and find the rejected campaign. Each rejection reason has a View required fixes link. It opens the error code, the rejection category, an explanation, and the correction steps.
Check these before you resubmit
- Fix every listed reason. HighLevel says fixing only some of them will likely produce another rejection.
- Do not review only the field named in the rejection. Reviewers judge the campaign as a whole, so a working website cannot make up for sample messages that conflict with it.
- Make the campaign description answer five questions: who sends the messages, who receives them, what types you send, why, and how people opt in.
- Write sample messages that match your real use case. Include your business name and opt-out language such as "Reply STOP to unsubscribe".
- On your web form, name the sender, explain the message types and frequency, add "Message and data rates may apply", and link your privacy policy.
- Leave the SMS consent checkbox unchecked by default, and do not require it to submit the form.
- Publish a privacy policy that covers SMS opt-in data, and keep your business details the same across every page.
- Wait while the campaign shows Pending. HighLevel says not to resubmit or create another campaign during review.
What a resubmission costs
HighLevel says fee handling varies by rejection type and current carrier requirements, and it points to a separate article on A2P messaging fees. Check that article before you resubmit, since the amounts change.
Common questions
Can I fix a rejected campaign and resubmit it?
Yes, for correctable rejections such as opt-in, website, identity, and use case problems. Resolve every listed reason first, then resubmit from the Trust Center. Forbidden content categories cannot be resubmitted.
How long does A2P review take?
HighLevel gives no fixed time. A new campaign can sit in Pending during carrier review, and a resubmission may need extra review time.
Can I register a US brand with a DUNS number?
No. HighLevel says US brands need an EIN, and a DUNS number causes a rejection.
Does my website matter for campaign approval?
Yes. It should work, match the registered business, match your campaign details, and have working privacy and terms links. Reviewers compare all of it.