You can send one-way and two-way SMS and MMS messages in the United States using a registered 10-digit long code (10DLC), toll-free number (TFN), or short code.
10DLC (10-digit long code): A standard US phone number registered for business messaging.
Toll-free number (TFN): An 800-series number (e.g., 888, 877) that supports SMS and MMS after verification.
Short code: A 5–6 digit number designed for high-volume messaging.
Here are the types of messages you can send:
One-way messaging: Messages only go from you to your recipients. Replies are not delivered back to you.
Two-way messaging: Messages flow both ways, allowing recipients to reply and engage in conversation.
SMS (Short Message Service): Standard text-only messages, up to 160 characters per segment.
MMS (Multimedia Messaging Service): Messages that include images, GIFs, videos, audio, or longer text.
The US has more sending rules than most countries and the rules can sometimes vary by state. Please review the local guidelines and best practices to ensure your messages stay compliant.
10-Digit Long Code (10DLC)
A 10DLC is a standard US local phone number registered for business messaging. It provides a consistent Sender ID for your messages, which helps build recognition and trust with your audience.
10DLC is designed for low- to medium-volume messaging and requires brand and campaign registration with US carriers.
Purchase a dedicated number via our Dashboard by going to:
Sender IDs ➔ Buy a Number
Registering your 10-digit long code (10DLC) usually takes 1 to 3 business days.
Registration requirements
To send messages in the United States, carriers require you to register your 10DLC or toll-free number. During this process, you will need to provide the following details:
Brand information: Your business name, physical address, website, and other identifying details.
Stop message
Tax ID / EIN: Your business tax ID is required for verification.
Message volume: Your expected monthly message volume.
Messaging use case: A clear description of what you will be sending (e.g., appointment reminders, marketing promotions).
Opt-in details: A detailed explanation of your opt-in process. This includes providing a link to your online opt-in form (ensure it is accessible without a login) OR providing a screenshot of the opt-in sample showing the full opt-in section (including input fields like the phone number field). Opt-ins have specific requirements. Visit Understanding Opt-ins to learn more.
Sample messages: Examples of your message content, including your business name and opt-out instructions like “Reply STOP to unsubscribe.”
HELP message: This is the reply a customer receives when they text the keyword HELP to your number. Your HELP message must include:
Your brand or program name.
Customer support contact information, such as a phone number, email address, or a link to a support page.
STOP message: This is the reply a customer receives when they text an opt-out keyword like STOP to your number. Your STOP message must include:
Your brand or program name.
Confirmation that the user has been unsubscribed and will not receive more messages.
Privacy policy and terms: A link to your privacy policy and terms of service, which must be published on your website.
Privacy Policy – This should be on your website. Your Privacy Policy must clearly describe how your company collects and uses customer data. It must state explicitly that the subscriber's personal information (such as their phone number) will not be shared or sold to third parties for marketing purposes. Note: If for any reason a privacy policy doesn't exist, the no sharing disclosure CAN be added to the opt in.
Terms & Conditions – This should be on your website. Your Terms & Conditions page must outline the rules of your messaging program. Carriers require this page to include:
Your business name
A "Message and data rates may apply" disclosure.
A message frequency disclosure (for example, "message frequency varies"). Note: This is only required for recurring message programs.
Opt-out instructions (for example, "Reply STOP to cancel").
Customer care contact information (for example, "Reply HELP for help").
A link to your Privacy Policy.
Providing these details helps carriers confirm your identity and use case. This is essential for maintaining compliance and reducing the risk of your messages being filtered.
Toll-Free Number (TFN)
A toll-free number (TFN) is a 10-digit number that starts with a prefix like 800, 888, 877, 866, 855, 844, or 833. It supports two-way messaging and provides a consistent Sender ID, which helps build brand trust.
TFNs are a good choice for low- to medium-volume messaging. They must be verified before you can use them to send messages in the United States.
Purchase a dedicated number via our Dashboard by going to:
Sender IDs ➔ Buy a Number
TFN registration usually takes 1-7 business days.
Registration requirements
Brand information: Your business name, physical address, website, and other identifying details.
Stop message
Tax ID / EIN: Your business tax ID is required for verification.
Message volume: Your expected monthly message volume.
Messaging use case: A clear description of what you will be sending (e.g., appointment reminders, marketing promotions).
Opt-in details: A detailed explanation of your opt-in process. This includes providing a link to your online opt-in form (ensure it is accessible without a login) OR providing a screenshot of the opt-in sample showing the full opt-in section (including input fields like the phone number field). Opt-ins have specific requirements. Visit Understanding Opt-ins to learn more.
Sample messages: Examples of your message content, including your business name and opt-out instructions like “Reply STOP to unsubscribe.”
HELP message: This is the reply a customer receives when they text the keyword HELP to your number. Your HELP message must include:
Your brand or program name.
Customer support contact information, such as a phone number, email address, or a link to a support page.
STOP message: This is the reply a customer receives when they text an opt-out keyword like STOP to your number. Your STOP message must include:
Your brand or program name.
Confirmation that the user has been unsubscribed and will not receive more messages.
Privacy policy and terms: A link to your privacy policy and terms of service, which must be published on your website.
Privacy Policy – This should be on your website. Your Privacy Policy must clearly describe how your company collects and uses customer data. It must state explicitly that the subscriber's personal information (such as their phone number) will not be shared or sold to third parties for marketing purposes. Note: If for any reason a privacy policy doesn't exist, the no sharing disclosure CAN be added to the opt in.
Terms & Conditions – This should be on your website. Your Terms & Conditions page must outline the rules of your messaging program. Carriers require this page to include:
Your business name
A "Message and data rates may apply" disclosure.
A message frequency disclosure (for example, "message frequency varies"). Note: This is only required for recurring message programs.
Opt-out instructions (for example, "Reply STOP to cancel").
Customer care contact information (for example, "Reply HELP for help").
A link to your Privacy Policy.
Short Codes
A short code is a 5–6 digit number designed for high-volume and high-throughput messaging. It delivers messages faster and more reliably than standard long codes, making it ideal for large campaigns and urgent alerts.
Short codes provide a consistent Sender ID, which helps build brand recognition and trust.
To get a short code for your account, please contact support.
Short Code registration usually takes 8-12 weeks.
Registration requirements
Your ClickSend account manager will contact you to guide you through the short code application process. To complete the registration, you will need to provide detailed information, including:
Opt-in details: A detailed explanation of your opt-in process. This includes providing a link to your online opt-in form (ensure it is accessible without a login) OR providing a screenshot of the opt-in sample showing the full opt-in section (including input fields like the phone number field). Opt-ins have specific requirements. Visit Understanding Opt-ins to learn more.
Opt-in confirmation message: When a customer opts in to your program, carriers require your confirmation message to include the following details:
Program name: Clearly identify your brand or program so customers know who is messaging them.
Message frequency: State how often you will send messages (e.g., “4 msgs/month” or “Message frequency varies”).
Rates disclosure: Include the phrase “Message and data rates may apply.” (Note: This is not required for free-to-end-user programs).
Customer care info: Provide support instructions, such as “Reply HELP for help.”
Opt-out instructions: Tell customers how to unsubscribe, such as “Reply STOP to cancel.”
Example: Thanks for joining Clicksend's alerts. Message frequency will vary. Message and data rates may apply. Reply HELP for help. Reply STOP to cancel.
Sample messages: Examples of your message content, including your business name and opt-out instructions like “Reply STOP to unsubscribe.”
HELP confirmation message: When a customer replies 'HELP', carriers require your confirmation message to include your business name and customer care contact information (can be phone number, email address and/or URL that leads directly to a support contact page).
Example: For assistance with your ClickSend account, please contact us: https://www.clicksend.com/au/help/.
STOP confirmation message: When a customer replies 'STOP', carriers require your confirmation message to include your business name and confirmation that user has unsubscribed AND no further messages will be delivered.
Example: You've been unsubscribed and will receive no further messages from ClickSend.
Privacy policy and terms: A link to your privacy policy and terms of service, which must be published on your website.
Privacy Policy – This should be on your website. Your Privacy Policy must clearly describe how your company collects and uses customer data. It must state explicitly that the subscriber's personal information (such as their phone number) will not be shared or sold to third parties for marketing purposes. Note: If for any reason a privacy policy doesn't exist, the no sharing disclosure CAN be added to the opt in.
Terms & Conditions – This should be on your website. Your Terms & Conditions page must outline the rules of your messaging program. Carriers require this page to include:
Your business name
A "Message and data rates may apply" disclosure.
A message frequency disclosure (for example, "message frequency varies"). Note: This is only required for recurring message programs.
Opt-out instructions (for example, "Reply STOP to cancel").
Customer care contact information (for example, "Reply HELP for help").
A link to your Privacy Policy.
Rules and best practices
CTIA’s Guiding Principles
The CTIA represents the U.S. wireless industry and sets messaging compliance standards. All messaging programs must follow these four guiding principles:
Clear Calls-to-Action: Consumers must clearly understand what they’re signing up for.
Valid Consent Mechanisms: Consent must meet CTIA’s requirements, giving consumers control over what they receive.
Opt-In Confirmation: The first message must confirm the user’s opt-in and include opt-out instructions.
Honor Opt-Out Requests: All opt-out requests must be acknowledged and actioned promptly.
Consent Types: What’s Required?
There are three main messaging categories, each with its own consent requirements:
1. Conversational Messaging
Back-and-forth conversations initiated by the consumer.
First message: Sent by the consumer
Message type: Two-way
Purpose: Response to a specific request
Consent: Implied (no formal permission needed)
2. Informational Messaging
Texts sent in response to a request or as part of a service (e.g. alerts, reminders).
First message: Sent by either party
Message type: One-way or two-way
Purpose: Provide requested info
Consent: Express (verbal, written, form, or online opt-in)
3. Promotional Messaging
Messages promoting a product, service, or special offer.
First message: Sent by the business
Message type: One-way
Purpose: Marketing, sales, or promotional content
Consent: Express Written Consent (e.g. checkbox, signed form)
Note: Promotional messaging is the most regulated and subject to stricter rules under TCPA.
Opt-Out Requirements
All campaigns must include clear opt-out instructions (e.g., “Reply STOP to unsubscribe”).
If sending messages in a language other than English, opt-out instructions must be provided in that language as well.
Link Shorteners
Public link shorteners (e.g., bit.ly) are not allowed. AT&T and other carriers banned them due to their potential to obscure deceptive or malicious URLs. Messages using public shorteners are often flagged and rejected as spam. Using public URL shorteners, such as Bitly or TinyURL, is strongly discouraged due to higher risks of messages being flagged as spam or rejected by carriers. These shorteners obscure the true destination, raising compliance concerns and reducing deliverability rates.
If you need to shorten URLs to stay within character limits, ClickSend offers a built-in link shortener. Additionally, it is advisable to limit the use of shortened URLs to just one per message. Whenever possible, use full, branded URLs to ensure clarity and enhance consumer trust. Testing all SMS messages to ensure functional links before sending is also highly recommended.
Content guidelines
Before sending to the USA, please review our Sending Guidelines to understand prohibited message types. Additionally, you must adhere to the specific local regulations of disallowed content outlined below:
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**Prescription drug content is allowed on 10DLC for transactional messaging only |
Need help?
The USA has a few more rules than most — but we’re here to make it easy. Chat with our support team any time to walk through registration or message setup.
Frequently asked questions & Important Information
New Texas SMS law (SB 140) impacting all incoming texts to Texas
New Texas SMS law (SB 140) impacting all incoming texts to Texas
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