Kaleyra / TATA Campaign Management

One-Line Summary: A2P 10DLC campaign registration and compliance management through Kaleyra (TATA Communications) as a third carrier option, with 13+ campaigns tracked across brand registrations, carrier submissions, and website compliance audits.

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Problem Statement

With 80+ A2P 10DLC campaigns to manage and Twilio as the primary carrier, the organization needed additional carrier diversity beyond just Telnyx. Kaleyra, operating through TATA Communications, offered a third pathway to TCR (The Campaign Registry) with different reviewer relationships and potentially different approval patterns for campaigns that were struggling on Twilio.

However, Kaleyra introduced its own complexity:

• A multi-stage review pipeline (Program Review -> ServiceOps Review -> Carrier Submission -> Carrier Approval) that is opaque and poorly documented
• Strict website compliance requirements that differ from Twilio's. specifically requiring exact SMS program description text visible on the homepage, mobile information disclosure in privacy policies, and clickable links between terms and privacy pages
• Prohibited content categories that caused campaign rejections (notably, "debt consolidation" content is explicitly forbidden on 10DLC)
• Multiple brands with websites that were missing compliance elements, had broken navigation links, or lacked the required SMS consent disclosures

The team was managing this across email threads with the Kaleyra account rep, internal developer tickets, and manual website audits with no centralized tracking.

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Solution

Built a structured campaign management and compliance system for the Kaleyra carrier channel:

1. Campaign Tracking Created a comprehensive tracking system covering all 13+ Kaleyra campaigns with their full lifecycle status:

• 8 campaigns submitted to carriers (eight subsidiary and partner brands)
• 5 campaigns in Program Review with ServiceOps (five subsidiary brands)
• Cross-referenced with Twilio campaign SIDs for campaigns that exist on both platforms
• Tracked carrier-specific status codes and campaign registration IDs

2. Website Compliance Audit & Fix Pipeline Conducted a full compliance audit of 7 brand websites and produced actionable developer tickets:

• Privacy Policy fixes: Added the required mobile information disclosure ("No mobile information will be shared with third parties/affiliates for marketing/promotional purposes") to all 7 websites
• Terms & Conditions updates: Added SMS Messaging Terms sections with program description, message frequency, opt-out/help instructions, and carrier liability clause
• Homepage content requirements: Added exact SMS program description phrases to a subsidiary brand and a third-party data vendor homepages (text must match campaign submissions verbatim or carriers flag a discrepancy)
• Form compliance: Added SMS consent disclosure text near phone number input fields on 6 websites
• Navigation fixes: Converted broken "Learn More" buttons to functional links on 6 websites
• Cross-linking: Made "Privacy Policy" references in Terms & Conditions clickable hyperlinks on 6 websites

3. Contract & Document Processing Built Python tooling to extract and analyze content from PDF correspondence and Word contracts (third-party data vendor agreement, the client business practices memo, vendor LLC amendment). Output was used for compliance verification and brand registration accuracy.

4. Compliance Mockups Created three HTML compliance mockups for SMS opt-in pages: a standard compliance page template, a 2FA-specific on-brand variant, and a literal-compliance implementation for carrier review.

5. Carrier-Safe Message Templates Developed a master sheet of 10 carrier-safe SMS message variants for the client campaigns:

• Risk word substitution reference (avoid: "attorneys", "negotiate", "bankruptcy", "settlement"; use: "our team", "works to reduce", "losing your business", "resolution")
• 10 variants with different angles (daily drain, cash flow, business survival, lender pressure, industry-specific)
• Rotation rules for number pool cycling and daily send limits
• Reply handling templates for STOP, INFO, and HELP keywords

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Tech Stack

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Key Features

• Multi-Stage Pipeline Tracking: Visibility into the full Kaleyra review pipeline (Program Review -> ServiceOps -> Carrier Submission -> Approval) for every campaign
• 7-Website Compliance Audit: Comprehensive audit with actionable developer tickets containing exact copy-paste content, HTML code examples, and before/after comparisons
• Prohibited Content Detection: Identified and documented content categories that trigger automatic rejection (debt consolidation is forbidden on 10DLC) and pivoted affected brands
• Cross-Carrier Campaign Correlation: Campaigns tracked across both Twilio and Kaleyra with cross-referenced SIDs for brands registered on multiple carriers
• Carrier-Safe Message Library: 10 proven SMS message variants with risk word substitution, rotation rules, and reply handling templates
• Contract Extraction Pipeline: Automated extraction of contract content from PDF and DOCX formats for compliance verification

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Impact / Metrics

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Status

Active. Mixed Progress. 8 campaigns have been submitted to carriers with 1 confirmed approved (a subsidiary brand new). 5 campaigns remain in ServiceOps Program Review. Website compliance fixes have been documented and developer tickets issued. a subsidiary brand 10DLC campaign is in Program Review. The campaign pipeline continues to process with monitoring through the Kaleyra portal and coordination with the account representative.