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Understanding 10DLC Compliance Requirements for Dealership Websites

Ensure 10DLC compliance and prevent carrier blocking by updating your dealership's lead capture forms, SMS Terms, and Privacy Policy.

Overview

This article provides the standardized, 10DLC (10-Digit Long Code) compliant language required for dealership websites to ensure legal compliance when collecting consumer phone numbers for text messaging. Implementing this text correctly prevents carrier blocking and ensures your SMS marketing campaigns remain active.

Website Compliance Requirements 

1.  Lead Capture Form Disclosure

Review the forms on your website that collect phone numbers. Ensure the following consent text sections are placed directly above or adjacent to the form submission button with unchecked checkboxes. The following must be two distinct sections with their own unchecked checkboxes.

“By checking this box, I consent to receive transactional/informational text messages from [Insert Dealership Name]. Consent is not a condition of any purchase. Message and data rates may apply. Message frequency varies based on your activity. You can unsubscribe at any time by replying STOP. For additional assistance, reply HELP. View our [Privacy Policy link] and [Terms of Service link]. ”

"By checking this box, I consent to receive marketing text messages from [Insert Dealership Name]. Consent is not a condition of any purchase. Message and data rates may apply. Message frequency varies based on your activity. You can unsubscribe at any time by replying STOP. For additional assistance, reply HELP. View our [Privacy Policy link] and [Terms of Service link]. "

Note: The checkbox must be unchecked by default, requiring an affirmative action by the consumer. 

 

2. Brand Name Mismatch (For Multi-Store Automotive Groups)

Carriers strictly require that the legal entity name used to register your A2P Brand perfectly matches the business name displayed in the consent verbiage on your live website. If a parent automotive group registers an individual location under its local rooftop name, human reviewers will reject the campaign if the website only names the overarching dealer group.

Review your form disclosures and privacy policies to ensure they explicitly account for the individual brand (Dealership rooftop) name being registered. Reviewers look for one of the two compliant formats below:

  • Option A: The Localized Explicit Format (Recommended) - If the website is dedicated to a specific rooftop, ensure the consent text explicitly names that specific dealership location as registered in your SMS platform. Follow the same structure as the consent examples above:

"By checking this box, I consent to receive transactional/informational text messages from [Insert Individual Rooftop Name]. Consent is not a condition of any purchase. Message and data rates may apply. Message frequency varies based on your activity. You can unsubscribe at any time by replying STOP. For additional assistance, reply HELP. View our [Privacy Policy link] and [Terms of Service link]. ”

"By checking this box, I consent to receive marketing text messages from [Insert Individual Rooftop Name]. Consent is not a condition of any purchase. Message and data rates may apply. Message frequency varies based on your activity. You can unsubscribe at any time by replying STOP. For additional assistance, reply HELP. View our [Privacy Policy link] and [Terms of Service link]. "

 

  • Option B: The Group and Rooftop Hybrid Format - If you must keep the auto group branding prominent, the disclosure must tie the group name directly to the specific location registering for the campaign:

"By checking this box, I consent to receive transactional/informational text messages from [Insert Individual Rooftop Name], a subsidiary of [Insert Group Name]. Consent is not a condition of any purchase. Message and data rates may apply. Message frequency varies based on your activity. You can unsubscribe at any time by replying STOP. For additional assistance, reply HELP. View our [Privacy Policy link] and [Terms of Service link]. ”

"By checking this box, I consent to receive marketing text messages from [Insert Individual Rooftop Name], a subsidiary of [Insert Group Name]. Consent is not a condition of any purchase. Message and data rates may apply. Message frequency varies based on your activity. You can unsubscribe at any time by replying STOP. For additional assistance, reply HELP. View our [Privacy Policy link] and [Terms of Service link]. "

(Note: Remember to update your SMS and Mobile Communication Privacy Policy section using these same naming conventions so the individual rooftop is explicitly protected.)

 

3. Privacy Policy Addendum 

Carriers strictly audit website privacy policies during the 10DLC registration process. You must add dedicated content specifically addressing SMS privacy. Place this language inside existing paragraphs or sections that discuss how you share your customer’s data.

SMS and Mobile Communication Privacy

[Insert Dealership Name] is committed to protecting your privacy. We do not sell, rent, lease, or share mobile numbers or SMS consent data collected on our website with third parties, affiliates, or partners for marketing or promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties under any circumstances.

 

4. Terms of Service Addendum

Carriers strictly audit website Terms of Service during the 10DLC registration process. You must add a dedicated section specifically addressing SMS terms.

SMS Terms of Service:  By opting in to receive SMS messages from [Insert Dealership Name], you agree to receive recurring marketing, promotional, and informational text messages (including vehicle availability updates and service reminders) at the phone number provided. Consent is not a condition of any purchase. Message frequency varies. Message and data rates may apply. Reply HELP for assistance or contact us at [Insert Support Email/Phone], and reply STOP to unsubscribe at any time. Carriers are not liable for delayed or undelivered messages. View our [Privacy Policy link]. Mobile information will not be shared with third parties or affiliates for marketing/promotional purposes. 

 

5. Verification and Final Sign-Off

Once your website vendor or internal team that manages your website confirms implementation, click through your live lead forms to verify that the disclosure text is legible and that both the Terms of Service and Privacy Policy hyperlinks successfully route users to the correct page and the newly updated content is present.