Inbound keyword opt-in
Use this pattern for promotional advertisements (flyers, webpages, emails, social posts, in-store signage) that advertise a keyword for users to text. All required disclosures must appear on the advertisement itself. The user texts the keyword to opt in, and the auto-reply confirmation must also contain all disclosures.
What makes this compliant
All disclosures on the advertisement — Brand name, message purpose, frequency, data rates, STOP/HELP instructions, Terms of Service link, and Privacy Policy link are all visible on the ad.
Clear keyword and number — The CTA clearly states the keyword and number (e.g., "Text JOIN to 12345").
No checkbox needed — Texting the keyword is the consent action (user-initiated).
Auto-reply must also contain disclosures — The confirmation message sent after the user texts the keyword must repeat all required disclosures (brand, frequency, data rates, STOP/HELP).
Registration describes ad placement — The registration submission must describe where the keyword is advertised and provide a screenshot or photo.
Common mistakes that cause denial
Missing disclosures on the advertisement (relying only on the auto-reply)
Not including Terms or Privacy Policy links on the ad
Auto-reply confirmation missing required disclosures
Not describing where the keyword is advertised in the registration
Using a generic keyword that doesn't relate to the brand
