A2P Campaign Use Cases

When registering a campaign, you have to declare a use case — the category that best describes what you're actually texting about. Carriers use this to set your filtering rules and throughput, so picking the right one matters.

Standard use cases

Cover most everyday business texting: marketing, customer care, two-factor authentication/one-time passcodes, account notifications, delivery alerts, fraud/security alerts, and a few specialized categories like higher education or public service announcements.

Special use cases

Require extra documentation and verification: charity/nonprofit messaging, emergency services, and political campaign communication all fall here.

Low volume mixed

For businesses with lighter texting needs — this lets you cover multiple message types under one lower-cost registration, but comes with fixed, lower throughput.

How to choose

• Pick the category that matches the primary intent of your messages — not the most flattering-sounding one.
• If you send genuinely different types of messages (say, marketing campaigns and appointment reminders), consider registering separate campaigns for each rather than forcing everything under one use case.
• Some industries are restricted from certain use cases (or from texting at all) regardless of which category you pick — see Messaging Acceptable Use Policy.
• Choose carefully: use cases can't be changed after approval. If your business changes what it's texting about, you'll need to register a new campaign rather than edit the existing one.

Picking a use case that doesn't match your real content is one of the more common causes of ongoing filtering, even after approval — carriers continue to compare what you send against what you registered.