What does Attentive need from your website for SMS approval?

Attentive is a managed SMS and email platform used by many ecommerce brands, often on Shopify. Unlike self-serve tools, most of the carrier setup runs through your Customer Success Manager (CSM) or Attentive's White Glove team. That means fewer forms for you, but the same website checks behind the scenes.

10DLC Site is not affiliated with or endorsed by Attentive. Provider names are used only to describe where information goes. This page describes the flow as documented at the time of writing (Updated September 2026). Screens change, so follow what you see in your account.

Which registration does Attentive use: 10DLC, toll-free, or short code?

Attentive's help center lists all three for the US. Its MMS guide names short codes, toll-free numbers, and 10DLC as US number types. Attentive does not publish which type a new account gets by default, or the exact fields it submits for you.

Whichever number you get, carriers review the same things: that your business is real, that your site matches it, and that people clearly agreed to your texts. For toll-free numbers that review is toll-free verification. For short codes it is a carrier application. For 10DLC it is a brand and campaign in The Campaign Registry.

Where do the website, privacy policy and terms URLs go in Attentive?

Attentive keeps them in company settings and in the legal text of your sign-up units.

Attentive's guide says some of these fields are filled in during onboarding. Check each one yourself, and make sure the URLs match the ones in your sign-up unit disclosure.

What does Attentive check on your opt-in and website?

Attentive's legal disclosure guide sets out what every SMS opt-in must show:

• Clear and conspicuous disclosure. It cannot be hidden behind a link.
• Two allowed formats. A checkbox that starts unchecked, or consent given by entering a number and submitting the form.
• Required points. Recurring automated marketing texts, consent is not a condition of purchase, message frequency, "msg and data rates may apply", HELP and STOP, and linked Terms and Privacy Policy.
• Pre-launch review. You send the final opt-in setup to your CSM or White Glove team before it goes live.
• Consent records. Attentive asks you to keep opt-in records, for example through its Subscriber API.

Attentive's sign-up units are built from templates it describes as designed with legal and carrier compliance in mind. Custom forms and landing pages you build yourself need the same wording. See opt-in form.

Why would an Attentive number or campaign be held up?

Attentive does not publish a list of rejection codes. The usual carrier reasons still apply, and Attentive's own rules point to these:

If your number is held up, ask your CSM for the exact reason. Then fix the site and let them resubmit.

How long does it take, and what does it cost?

Attentive's short code FAQ, last updated in 2023, gives these figures:

The FAQ also says payment for a short code is due when you apply, not when the code arrives. Attentive's pricing is contract-based, so confirm current fees with your account team. Attentive does not publish review times for toll-free or 10DLC in the articles we checked.

What are the Shopify gotchas with Attentive?

Attentive connects to Shopify through its public app. Watch these points:

1. Store must be public. Shopify puts new stores in private mode by default. A reviewer who hits a password page cannot see your business.
2. Checkout checkbox copy. Attentive's Shopify guide turns on Shopify's SMS checkbox at checkout (Settings, Checkout, Marketing options). You can edit the label, for example to add an offer. Keep the consent wording complete, and never pre-check the SMS box.
3. One set of URLs. Your Company URL, privacy policy, and terms in Attentive should be on the same store domain customers see. If your store runs on a brand name, show your legal company name on the site too.

Included in your Registration Kit: your company URL, privacy policy, SMS terms, and opt-in page URLs, plus business details that match your site, ready to give your Attentive account team. Build my order →

How do I get a website that passes Attentive review?

1. The site is live and public, with no password page. See no parked sites.
2. It shows your legal business name and matches your company details. See brand name match.
3. It lists real contact details. See business contact info.
4. It loads over https. See SSL and HTTPS.
5. It has a privacy policy that says SMS consent data is not shared. See privacy policy.
6. It has SMS terms with frequency, rates, HELP and STOP. See SMS terms.
7. Every opt-in shows the full disclosure, with an unchecked box if you use one. See opt-in form.

10DLC Site builds these pages and gives you the URLs. Your Attentive team handles the carrier side with you, and carriers make the final decision. For other providers, see the any-provider guide.

Sources

• Attentive Help Center: Understand MMS message delivery for your international text messaging program
• Attentive Help Center: FAQs, Shortcodes
• Attentive Help Center: Pros and cons of phone number types
• Attentive Help Center: Set up Company and Region settings
• Attentive Docs: Legal disclosure language
• Attentive Help Center: Set up marketing subscriber collection for Shopify
• Attentive Help Center: What are sign-up units?
• Shopify Help Center: Password protecting your online store

Not sure if your current site is ready? Compare your site with the checklist, or see pricing for a site built for carrier review.