This page is for Mailchimp users setting up SMS Marketing, or whose application is stuck or was rejected. Mailchimp collects your details in one application and handles the carrier side, so the parts you control are your business info and the pages you link.

10DLC Site is not affiliated with or endorsed by Mailchimp. 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 Mailchimp SMS use: 10DLC, toll-free, or short code?

Mailchimp uses 10DLC for the US and Canada. You choose a number during the application, and you can change the area code.

Mailchimp's glossary says every US customer gets automatic vetting, and standard vetting may raise your sending rate. Your US rate limits depend on your brand's score, and on whether your company is on the Russell 3000 index.

Registration is needed for each audience, sending number, and sending country you turn on.

Where do the privacy policy and terms URLs go in Mailchimp's application?

Mailchimp's application has 9 sections across 5 steps. The website-related parts are these:

Mailchimp's help article does not list every Business Info field, so follow the prompts you see. Enter your legal business details exactly as they appear on your tax records. See brand EIN mismatch.

What does Mailchimp need your privacy policy and terms to say?

Mailchimp is short and specific here:

• Your SMS terms and your privacy policy should clearly describe your SMS program.
• If your terms do not describe your SMS program, the application may stay pending.
• Your SMS terms must include a link to your privacy policy.

That lines up with what carriers look for in any 10DLC review: message frequency, "msg and data rates may apply", STOP and HELP, and a privacy policy that says SMS opt-in data is not shared with third parties for marketing. See SMS terms and privacy policy.

If you pick abandoned cart messages, Mailchimp turns on double opt-in automatically for that audience.

Why was my Mailchimp SMS application rejected or held?

Mailchimp has three statuses: processing, rejected, and approved. It does not publish rejection codes. These are the causes its own guides point to, plus the matching fix pages.

How long does review take, and how do I resubmit?

Mailchimp lists 1 to 2 business days for US applications. While it is processing, you can import contacts, but other SMS features stay locked.

If there is an error, you see a notice in your account and get an email asking you to update your information. After you fix it and resubmit, the application returns to processing and is reviewed again. Mailchimp does not publish a resubmission fee in these guides. For a wider plan, see campaign rejected: next steps.

Alcohol brands follow a separate path. Age-gating can only be turned on during a new registration or after a rejected application. Mailchimp says its partner Infobip reviews those applications and the age-gated landing page Mailchimp generates.

What are the Mailchimp and Shopify gotchas?

Mailchimp's guides do not name a Shopify-specific rule for SMS. These general points still trip up stores:

1. Template pages vs your site. Mailchimp can host a privacy policy and terms for you. That helps the application, but the website reviewers see should still show the same business, the same SMS program, and links to those pages.
2. Brand name vs legal name. Stores often trade under a brand name. Show the legal company name on your site as well, for example in the footer. See brand name match.
3. Store must be public. A store still behind a password page gives reviewers nothing to check. See website not accessible.
4. One audience, one registration. Each audience you add SMS to needs its own registration. Keep the business details the same across them.

Included in your Registration Kit: your business details, plus your homepage, privacy policy, SMS terms, and opt-in page URLs, ready to paste into Mailchimp's SMS application. Build my order →

How do I get a website that passes Mailchimp review?

1. The site is live and public. See no parked sites.
2. It shows your legal business name. 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 covers SMS and says opt-in data is not shared. See privacy policy.
6. It has SMS terms that describe your program and link to the privacy policy. See SMS terms.
7. It has an opt-in form with a clear disclosure. See opt-in form.

10DLC Site builds these pages and gives you the URLs. You still submit through Mailchimp yourself, and carriers make the final decision. For other providers, see the any-provider guide.

Sources

• Mailchimp Help: Set Up an SMS Marketing Program in the US
• Mailchimp Help: About SMS Marketing with Mailchimp
• Mailchimp Help: About SMS Short Codes
• Mailchimp Help: Set Up SMS Age-Gating

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