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Campaign description and sample message examples

Vague or mismatched content is the number one reason carrier registrations get rejected. Below are the exact patterns MessageDesk submits to The Campaign Registry on your behalf, so you can model your own answers after them. Carriers read four things together, and all four have to tell the same story:
The golden rule: your campaign description, your message flow, your sample messages, and your website all have to match. If your description says “appointment reminders” but your samples are flash-sale promos, carriers reject the mismatch.
Don’t copy these word-for-word. Carriers reject content that doesn’t match your real business. Use them as patterns, then swap in your brand name, your use cases, and your actual opt-in method. In MessageDesk you can also click Generate with AI to draft a compliant description and samples from your campaign details.

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Campaign description examples by industry

Keep the description short and literal. Name the organization, name the message category, then list the specific message types you send. Don’t describe your opt-in here. That belongs in the message flow. The pattern:
[ORGANIZATION NAME] sends text messages regarding [MESSAGE CATEGORY], including [SPECIFIC MESSAGE TYPES].
Your message types have to match the boxes you checked in step 5 of the registration. Appointment reminders are customer care. Anything promotional is marketing.

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Home services (HVAC, plumbing, electrical)

Summit Air & Plumbing sends text messages regarding general customer service, including appointment reminders, technician arrival notifications, service follow-ups, and invoice and payment notifications.

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Dental and healthcare practices

Bright Smile Dental sends text messages regarding general customer service, including appointment reminders, appointment confirmations, pre-visit instructions, billing and balance notifications, and recall and checkup reminders.

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Retail and e-commerce

Trailhead Outfitters sends text messages regarding marketing and general customer service, including order confirmations, shipping and delivery updates, back-in-stock alerts, review requests, and promotional offers.

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Restaurants and hospitality

Riverside Grill sends text messages regarding general customer service, including reservation confirmations, waitlist notifications, order-ready alerts, and event and special-menu announcements.

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Nonprofits and membership organizations

Open Door Community Center sends text messages regarding general customer service, including event reminders, volunteer scheduling, program updates, and donation-drive announcements.
Harbor Point Advisors sends text messages regarding general customer service, including appointment reminders, document-request notifications, deadline reminders, and account notifications.

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Fitness and studios

Cadence Cycling Studio sends text messages regarding marketing and general customer service, including class reminders, schedule changes, waitlist openings, membership and billing notifications, and promotional offers.
Only say “marketing” if you actually send promotional texts, and only if you collect consent in writing. Carriers cross-check this against your opt-in method, your samples, and your website. Declaring marketing you don’t send is just as likely to get you declined as hiding marketing you do send.

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Call-to-action and message flow examples

This is the field where you prove consent. Carriers want to see where the opt-in happens, the exact words people agree to, and where the terms live. Pick the option that matches how you actually collect phone numbers.

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Option 1: Online or written opt-in

Use this when you have a form on your website that collects a phone number. It works for every use case, including marketing. The pattern:
[ORGANIZATION NAME] collects opt-ins through their contact form on the website [WEBSITE URL]. Customers will manually check yes to the opt-in question that states: “By submitting this form and signing up for texts, you consent to receive text messages regarding [MESSAGE TYPES] from [ORGANIZATION NAME] at the number provided. Consent is not a condition of purchase. Message & data rates may apply. Message frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). Reply HELP for help. Privacy Policy: [PRIVACY POLICY URL].” The terms and conditions are in the privacy policy: [PRIVACY POLICY URL].
Filled in:
Summit Air & Plumbing collects opt-ins through their contact form on the website www.summitairplumbing.com. Customers will manually check yes to the opt-in question that states: “By submitting this form and signing up for texts, you consent to receive text messages regarding general customer service, including appointment reminders, technician arrival notifications, service follow-ups, and invoice and payment notifications from Summit Air & Plumbing, Inc. at the number provided. Consent is not a condition of purchase. Message & data rates may apply. Message frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). Reply HELP for help. Privacy Policy: https://www.summitairplumbing.com/privacy-policy.” The terms and conditions are in the privacy policy: https://www.summitairplumbing.com/privacy-policy.
The opt-in text you quote here must be the text that’s actually live on your form, word for word. Carriers visit the URL and read it. Put the same language on every form that collects a phone number, and leave the consent checkbox unchecked by default.

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Option 2: Verbal opt-in

Use this only when you have no form on your website collecting phone numbers. You can’t use verbal opt-in for marketing. The pattern:
[ORGANIZATION NAME] collects opt-ins verbally from its customers. Customers can opt in to receive messages either in person at their physical location or over the phone if they initiate the call. When a customer is registered for the first time, they’re asked to provide their phone number, and staff are trained to ask if the customer would like to opt in to SMS-based [MESSAGE TYPES]. They’re verbally informed that “Message and data rates may apply” and “Message frequency may vary,” and that they can “text HELP for support or more information and STOP to unsubscribe at any time.” They’re also informed that their phone number won’t be shared with third parties for marketing or promotional purposes. Privacy Policy and Terms & Conditions links are provided. The terms and conditions are in the privacy policy: [PRIVACY POLICY URL].
If your website has any form that collects a phone number, you can’t claim verbal opt-in. Carriers will find the form and decline the mismatch. Add the consent language to the form and use Option 1 instead.

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Where your terms and conditions live

Your privacy policy URL and your terms and conditions URL can be the same page. If you use one URL for both, that page has to contain the full SMS terms too. Say so explicitly in the message flow, and adjust the last sentence to match where the terms actually sit on the page. See SMS Privacy Policy Requirements for carrier-ready language you can copy.

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Sample messages: approved vs rejected

Every sample must include your brand or organization name and opt-out language, read like a real message a contact would receive, and match your campaign description and message flow. Here’s what carriers reject and how to fix it, by use case.

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Appointment reminders

Why the first fails: no business name, no opt-out language. The fix adds the brand, specifics, and STOP.

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Order and delivery notifications

Why the first fails: no brand, no opt-out, and a shortened link. Carriers reject URL shorteners like bit.ly and tinyurl. Use the full URL on your own domain.

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Invoices and payments

Why the first fails: vague, no brand, pressure language, no opt-out. The fix names the business, the invoice, and a real payment link.

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Review and feedback requests

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Marketing and promotions

Why the first fails: no brand, no opt-out, and, critically, a promotional sample must live on a campaign that declares marketing and uses a written opt-in method. Don’t submit a promo sample on a customer service campaign. That mismatch gets declined.

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Customer care and support

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Account notifications and 2FA

Even one-time-passcode and account messages should carry your org name and opt-out on the samples you submit for registration, so carriers can see who’s sending and that recipients can opt out.

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Campaign attribute examples

Campaign attributes tell carriers what happens when someone opts in, texts STOP, or texts HELP. Keep the message types in these replies identical to the ones in your campaign description and your form’s opt-in language.

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Opt-in keywords

Leave this blank unless you actually advertise a keyword. If you do run a keyword, list it here and show it on your website or signage.

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Opt-in message

Thanks for texting [ORGANIZATION NAME]. Message frequency may vary regarding [MESSAGE TYPES]. Text HELP for more information or text STOP to stop receiving messages from [ORGANIZATION NAME]. Message and data rates may apply.

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Opt-out keywords

STOP

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Opt-out message

You have opted out of all future messages from [ORGANIZATION NAME]. You will no longer receive additional messages.

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Help keywords

HELP

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Help message

[ORGANIZATION NAME]: For help, please email [SUPPORT EMAIL]. To opt out of future messages, reply STOP.
MessageDesk handles STOP automatically across your workspace, and you can edit the wording of the opt-out confirmation your contacts receive. See Compliance Center.
If you declare that your messages contain links, use full URLs only. Carriers reject URL shorteners like bit.ly, tinyurl, and goo.gl, because they hide the destination. At least one sample message has to show a real link. The same goes for phone numbers: declare them, then show one. You’ll also confirm that the campaign isn’t used for affiliate marketing. Third-party lead sharing and affiliate traffic are grounds for rejection.

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Quick checklist

Campaign description
  • ✅ Names the organization and the message category
  • ✅ Lists the specific message types you send
  • ✅ Matches the message-type boxes you checked during registration
  • ✅ Says “marketing” only if you send promos and collect written consent
Call-to-action / message flow
  • ✅ Names where the opt-in happens (form URL, in person, keyword)
  • ✅ Quotes the exact opt-in language that’s live on your form
  • ✅ Covers message and data rates, frequency, STOP, and HELP
  • ✅ Links your privacy policy and says where the terms and conditions sit
  • ✅ Uses written opt-in if the campaign has any marketing component
Sample messages
  • ✅ Includes your brand or organization name
  • ✅ Includes opt-out language (“Reply STOP to opt out”)
  • ✅ Reads like a real message, not a placeholder
  • ✅ Matches your campaign description and message flow
  • ✅ Contains a full URL if you declared links, and a real phone number if you declared numbers
  • ✅ No URL shorteners
  • ✅ Between 20 and 320 characters, with 3 to 5 samples total
Campaign attributes
  • ✅ Opt-in, opt-out, and help messages all name your organization
  • ✅ Message types in the opt-in message match your description word for word
  • ✅ Help message includes a real support email

Back to the submit guide

Ready to enter these? Return to the step-by-step submit guide. Your campaign description goes in step 5, samples in step 7, and your opt-in proof in step 9.