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Reviewers open the privacy policy and the terms that you enter under Policies on the campaign. They check that both pages protect the phone numbers and the consent that you collect.

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Privacy policy requirements

  • The brand’s own policy: the privacy policy must belong to the registered brand. Reviewers don’t accept the policy of a platform or reseller, or a generic policy such as Google’s, in place of the brand’s policy.
  • No selling or sharing: the policy must say that mobile information and SMS consent are not sold or shared with third parties for marketing or promotional purposes. “We don’t sell your data” is not enough, because sharing without a sale, for example with affiliates, is also prohibited.
  • No exceptions elsewhere: no other section can allow personal information, including phone numbers, to be shared with third parties or affiliates for marketing, lead generation, or third-party analytics. If a section allows this kind of sharing, state that SMS data is excluded from it.
  • Easy to find: link to the policy from the opt-in form, or show the statement on the form itself.

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Statement to add

At minimum, add this sentence to the privacy policy:
Reviewers prefer a fuller statement, especially if your policy has a section on sharing personal information:

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Terms requirements

  • Consistent with the privacy policy: the terms can’t say that end-user information will be shared.
  • Describe the SMS program: say what messages people will receive, how often, that message and data rates may apply, and how to get help.
  • Opt out by reply: say that people opt out by replying STOP to the number that texts them. An opt-out through another number, such as a short code, is not accepted.
  • Consistent with the opt-in: the terms must match the consent text on the opt-in form and the description in How people opt in and out.

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Example SMS terms

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Where to enter the pages

Enter the URLs of your Privacy policy and Terms & conditions under Policies when you register the campaign. To change them after a rejection, select Edit the campaign on the campaign page. Link to the same pages from your opt-in form. Both pages must be public, must open without a sign-in, and must be the live version that contains the statements above.

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Common mistakes