Key Definitions
- A2P / 10DLC: The U.S. Application-to-Person business messaging ecosystem requiring brand and campaign registration, review, and ongoing compliance for many long-code SMS/MMS use cases.
- Carrier Requirements: Rules, policies, filtering practices, fees, throughput limits, acceptable-use terms, vetting requirements, and technical restrictions imposed by carriers, messaging providers, voice providers, registries, number providers, or other communications infrastructure providers.
- Consent / Opt-In: A clear, affirmative, documented, and legally sufficient permission from a recipient to receive the specific type of communication from the specific sender, through the specific channel, for the disclosed purpose.
- Customer Content: Message copy, call scripts, recordings, URLs, lead data, lists, metadata, campaign details, opt-in language, forms, workflow rules, automations, API payloads, integrations, and other material submitted to or sent through the Services.
- Lead Source: Any website, form, publisher, affiliate, buyer, seller, partner, API client, CRM, internal system, direct-post path, or other source that submits or supplies lead data.
- Opt-Out / Revocation: Any recipient instruction or signal that consent is withdrawn or that future contact should stop, including STOP replies, verbal requests, DNC requests, unsubscribe requests, support requests, or equivalent communications.
- Spam: Unsolicited, unauthorized, deceptive, bulk, indiscriminate, or non-consented communications, including communications sent to contacts collected for a different sender, purpose, channel, or use case.
Core Rule
You may use the Services only for lawful, truthful, permission-based communications that match your approved business identity, use case, lead sources, consent path, campaign registration, and recipient expectations. You must not use Leadping to create legal, carrier, provider, recipient, security, privacy, deliverability, reputational, or platform risk. Leadping may reject, block, throttle, suspend, or terminate use when Leadping believes risk exists, even if the use is not specifically listed in this AUP.Customer Responsibilities
You are responsible for:- Lawful Lead Collection. Confirming that each lead, contact, list, and recipient record was collected, stored, transferred, and submitted lawfully.
- Consent Proof. Obtaining and retaining records proving consent or another lawful basis for each message, call, workflow, automation, upload, or contact attempt.
- Source Accountability. Supervising lead sources, publishers, affiliates, partners, sellers, buyers, APIs, webhooks, forms, CRMs, and integrations that submit or process data through Leadping.
- Message and Call Content. Reviewing and approving all message copy, call scripts, links, offers, disclosures, sender identities, caller IDs, and campaign configurations.
- Suppression. Maintaining and honoring opt-outs, DNC lists, suppression lists, contact windows, calling-hour limits, frequency limits, and recipient preferences across Leadping and your own systems.
- Registration Accuracy. Keeping your legal name, DBA, website, privacy policy, terms, email domain, campaign description, sample messages, opt-in language, use case, lead sources, embedded URLs, and phone numbers accurate and consistent.
- Audit Readiness. Producing consent evidence, source records, campaign details, screenshots, logs, contracts, and related documentation upon request by Leadping, carriers, providers, regulators, or courts.
Prohibited Uses
Prohibited uses include, but are not limited to:- Spam or Unsolicited Outreach. Sending or facilitating unsolicited, bulk, indiscriminate, unauthorized, or non-consented messages or calls.
- Purchased, Rented, Scraped, or Recycled Lists. Contacting or uploading contacts from purchased, rented, scraped, harvested, co-registered, affiliate-generated, recycled, aged, or third-party lists unless you can prove valid, specific, unrevoked consent for the exact sender, channel, purpose, and use case.
- Fraud, Phishing, or Social Engineering. Impersonation, credential theft, fake invoices, deceptive security alerts, misleading prizes, fake government or benefits claims, or attempts to obtain sensitive information through deception.
- Misleading Marketing. False, deceptive, unsubstantiated, bait-and-switch, misleading, or high-pressure offers, claims, pricing, scarcity statements, endorsements, guarantees, lead-source claims, or sender identities.
- Illegal Activity. Promoting, enabling, instructing, coordinating, or facilitating illegal goods, illegal services, unlawful discrimination, unlawful surveillance, or other unlawful conduct.
- Harassment or Abuse. Threats, intimidation, hate, harassment, stalking, abusive language, repeated unwanted contact, or content intended to annoy, harm, exploit, shame, or coerce recipients.
- Malware or Unsafe Links. Malware, malicious attachments, link shorteners or redirects used to hide destination identity, credential-harvesting pages, deceptive landing pages, or URLs inconsistent with the registered sender or campaign.
- Evasion or Circumvention. Attempts to bypass Leadping controls, carrier filters, 10DLC registration, rate limits, complaint controls, opt-out controls, blocked-content rules, billing controls, identity verification, source approval, or security safeguards.
- Unauthorized Resale or White Labeling. Reselling, brokering, sublicensing, white-labeling, or making the Services available to third parties unless Leadping has expressly approved that use in writing.
- Security Misuse. Probing, scanning, attacking, overloading, reverse engineering, scraping, copying, or interfering with Leadping systems, providers, APIs, users, or data.
- Emergency or Safety-Critical Use. Using the Services as an emergency calling, crisis response, dispatch, public safety, or safety-critical system where delay, failure, filtering, or non-delivery could cause harm, unless expressly authorized in a signed written agreement.
Prohibited Content
The following categories are strictly disallowed unless Leadping expressly approves a narrower use in writing and all applicable law and Carrier Requirements allow it:- Illegal goods or services
- Fraud, phishing, smishing, impersonation, or deceptive offers
- Hate, harassment, threats, intimidation, or violent content
- Adult sexual content, pornography, escort services, or adult dating solicitations
- Firearms, explosives, weapons, ammunition, or fireworks
- Cannabis, CBD, THC, controlled substances, illicit drugs, or related promotions
- Gambling, betting, sweepstakes, contests, or fantasy sports where prohibited or high risk
- Payday loans, title loans, high-interest loans, debt relief, debt collection abuse, credit repair, student-loan forgiveness, mortgage-relief schemes, or similar high-risk financial offers
- Cryptocurrency, token, investment, trading, or get-rich-quick promotions
- Multi-level marketing, affiliate schemes, lead-flipping schemes, work-from-home scams, or follower/engagement manipulation services
- Misleading healthcare, insurance, financial, employment, housing, immigration, legal, tax, or government-benefit claims
- Alcohol, tobacco, vaping, or age-restricted promotions without required age-gating and carrier approval
- Political, charitable, public-health, emergency, or regulated-industry messaging without required documentation, registration, and authorization
- Messages to purchased, rented, scraped, harvested, non-consented, or unverifiable contact lists
- Content that carriers, registries, providers, regulators, payment processors, or Leadping designate as prohibited, high risk, deceptive, abusive, or harmful
Consent Requirements
Before contacting a recipient, you must obtain and document consent or another lawful basis that is valid for the sender, recipient, channel, purpose, message type, frequency, and use case. At minimum, consent collection must:- identify the sender or brand clearly;
- describe the message or call purpose;
- disclose message frequency where required or appropriate;
- disclose that message and data rates may apply for SMS/MMS;
- provide opt-out instructions;
- link to or present applicable privacy policy and terms;
- use a clear affirmative action, such as an unchecked checkbox, signed form, keyword opt-in, recorded verbal consent where lawful and documented, or another auditable consent method;
- avoid prechecked boxes, forced consent, hidden disclosures, bundled consent, misleading incentives, dark patterns, or consent buried in unrelated terms; and
- produce records that can be verified during an audit or dispute.
- consent collected for a different seller, sender, brand, product, channel, or purpose;
- consent transferred from an affiliate, publisher, partner, buyer, seller, or broker without legally sufficient disclosure and authorization;
- consent based on purchased, rented, scraped, harvested, recycled, aged, or unverifiable lists;
- forms where the consumer could not reasonably understand who would contact them and why;
- transactional consent reused for recurring marketing without required marketing consent;
- consent obtained through deception, subterfuge, confusing disclosures, or hidden language; and
- consent records that cannot be produced promptly when requested.
Opt-Out, Revocation, Help, and Suppression
You must honor opt-outs and revocations promptly and comprehensively.- Initial SMS Disclosure. Initial messages must include a clear opt-out method, such as “Reply STOP to unsubscribe,” unless a narrower exception applies and is lawful.
- STOP and Similar Keywords. STOP, CANCEL, END, UNSUBSCRIBE, QUIT, or equivalent opt-out requests must be honored immediately, with no further messages except a single confirmation where permitted.
- HELP. HELP requests must return the sender identity and a support contact where required by Carrier Requirements.
- Calls and Verbal Requests. Verbal do-not-call, opt-out, revocation, and suppression requests must be recorded and honored.
- Cross-System Suppression. You must suppress opted-out recipients across Leadping, your own systems, vendors, affiliates, lead sources, and downstream tools. A Leadping suppression feature does not update systems outside Leadping unless you configure and verify that workflow.
- No Interference. You must not charge a fee, require extra steps, force a recipient to listen to a sales pitch, obscure the sender identity, or otherwise interfere with an opt-out or do-not-call request.
Calling, DNC, and Telemarketing Requirements
For calls and voice-related workflows, you are responsible for:- TCPA, TSR, state telemarketing, state mini-TCPA, and National Do Not Call requirements;
- entity-specific do-not-call procedures and suppression lists;
- calling-hour restrictions based on the recipient’s location;
- caller ID accuracy and no spoofing or masking;
- artificial voice, prerecorded voice, autodialer, abandoned-call, and ringless voicemail restrictions where applicable;
- call-recording consent and disclosure requirements;
- required telemarketing disclosures, offer disclosures, and seller identification; and
- training, monitoring, and supervising personnel or vendors that place calls or handle recipient requests.
Messaging Volume, Throughput, and Deliverability
Permitted sending volume is not a guaranteed entitlement or a fixed daily cap. Leadping may apply sending limits, throttles, pauses, blocks, source restrictions, review queues, number restrictions, or other controls based on account status, payment status, registration status, carrier requirements, provider requirements, recipient consent, complaint rates, opt-out rates, traffic patterns, message content, source quality, platform policy, or legal risk. Leadping does not guarantee any specific sending volume, throughput, delivery speed, carrier treatment, inbox placement, call completion, caller-ID treatment, approval outcome, response rate, or business result. Messaging and calling availability may change when your business details, use case, recipient consent, message content, lead source, registration status, number status, carrier requirements, or provider requirements change. You must:- send only traffic that matches your approved business, use case, lead source, consent path, and campaign registration;
- monitor recipient complaints, opt-out rates, failed deliveries, call outcomes, and message quality;
- stop or adjust traffic promptly when complaints, opt-outs, disputes, or quality issues increase;
- update Leadping when your use case, website, privacy policy, terms, lead source, form, message content, links, phone numbers, or compliance posture changes materially; and
- comply promptly with Leadping notices about sending limits, review, remediation, or required changes.
Identity and Truth-in-Messaging
You must:- accurately identify your legal entity, brand, DBA, website, and support contact;
- use only authorized sender IDs, phone numbers, caller IDs, links, and domains;
- make message content and call scripts consistent with your registered brand, website, campaign, consent path, and sample messages;
- avoid generic, misleading, or inconsistent sender identities;
- keep landing pages, privacy policies, terms, opt-in forms, and support contacts live and accurate; and
- avoid links, redirects, or domains that hide the destination, conflict with the registered brand, or create security or phishing risk.
10DLC and Carrier Compliance
- Registration May Be Required. U.S. A2P SMS/MMS may require brand registration, campaign registration, vetting, re-verification, website review, opt-in review, and number assignment before production sending is available.
- Accurate Campaign Details. You must provide accurate vertical, use case, campaign description, content attributes, sample messages, call-to-action, opt-in method, opt-out language, HELP language, privacy policy, terms, support contact, and lead-source details.
- Consistency Required. Your campaign details, website, privacy policy, terms, opt-in form, sample messages, message copy, links, phone numbers, and actual traffic must remain consistent.
- Special or High-Risk Use Cases. Political, charitable, financial, healthcare, insurance, emergency, sweepstakes, age-restricted, and other regulated or high-risk use cases may require additional documentation, vetting, restrictions, or may be unavailable.
- Fees and Penalties. You are responsible for carrier pass-through fees, registry fees, provider fees, surcharges, fines, penalties, and remediation costs arising from your use or traffic.
- Review and Enforcement. Leadping may review, reject, pause, modify, limit, or terminate campaigns, numbers, traffic, or account access when required or prudent to protect recipients, carriers, providers, Leadping, or platform trust.
Data Privacy and Security
You must:- collect and process personal information lawfully and transparently;
- provide required privacy notices and SMS consent disclosures;
- use only the personal information needed for the approved purpose;
- avoid submitting sensitive personal information unless the Service and your legal basis support it;
- not transmit payment card numbers, Social Security numbers, government IDs, passwords, security codes, medical records, or other highly sensitive data through SMS or unsecured fields unless expressly approved and legally permitted;
- protect API keys, source credentials, account credentials, exports, and connected systems;
- implement access controls and audit logging appropriate for your users and vendors;
- notify Leadping without undue delay, and in any event within seventy-two (72) hours, of any actual or suspected breach, compromise, credential exposure, unauthorized access, or security incident affecting Leadping, the Services, Customer Content, recipients, or Leadping-connected systems; and
- cooperate with Leadping’s investigation, containment, notice, and remediation efforts.
Platform Integrity and Abuse Prevention
Prohibited platform activity includes:- creating multiple accounts to evade billing, plan limits, registration requirements, compliance review, source restrictions, or enforcement;
- sharing credentials with unauthorized parties or failing to remove access for departed users;
- using source credentials outside the approved source or source owner;
- submitting fake, bot-generated, unverifiable, or manipulated leads;
- using automations to amplify non-consented, abusive, deceptive, or risky traffic;
- testing carrier filtering, probing Leadping controls, or attempting to infer unpublished operational rules;
- using the Services in a way that degrades network performance, provider relationships, carrier trust, recipient trust, or Leadping’s reputation; and
- refusing to cooperate with compliance, security, billing, carrier, provider, or legal review.
Enforcement and Remedies
Leadping may enforce this AUP through automated and manual review, customer notices, support review, source review, traffic analysis, recipient complaints, provider notices, carrier notices, billing review, security review, or legal review. Violations or suspected violations may result in, at Leadping’s discretion:- message, call, workflow, automation, lead, source, API, integration, or number blocking;
- throttling, usage limits, temporary pauses, review queues, or source restrictions;
- lead rejection, quarantine, deletion, or suppression;
- required documentation, remediation, re-verification, or campaign changes;
- account suspension or termination, with or without notice;
- forfeiture of prepaid fees, balances, credits, or unused services where permitted by law;
- pass-through of carrier, registry, provider, regulatory, legal, remediation, or complaint-related costs;
- disclosure to carriers, providers, registries, payment processors, regulators, law enforcement, affected parties, or other third parties where appropriate; and
- legal action or referral to authorities.