Agent description requirements - AWS End User Messaging SMS
Character limitWhat reviewers checkExamplesHow to fix
Services or capabilities described in AWS documentation might vary by Region. To see the differences applicable to the AWS European Sovereign Cloud Region, see the AWS European Sovereign Cloud User Guide.

Agent description requirements

The agent description is the most common reason for registration denial. Carriers require the description to clearly state what types of messages users will receive from your agent.

Character limit

The agent description has a maximum of 100 characters. This description is displayed on your agent's profile in the recipient's messaging app on their mobile device. Write concisely while still being specific about message types.

What reviewers check

  • The description must specify the message types: transactional, promotional, or both.

  • The description must explain the purpose of the messages, not just the brand.

  • Vague terms like "important updates," "notifications," or taglines are not sufficient.

  • The description must fit within 100 characters.

Examples

Compliant descriptions:

  • "Get order confirmations, shipping updates, and delivery notifications." (70 chars, Transactional)

  • "Receive weekly promotional offers and exclusive discount codes." (62 chars, Promotional)

  • "Order updates and shipping alerts, plus deals and new arrivals." (63 chars, Multi-use)

  • "One-time passwords for phone number/end-user verification." (57 chars, OTP)

Non-compliant descriptions (will be denied):

  • "Stay connected with our brand." — Does not specify message types.

  • "Get important updates." — Too vague, does not describe content.

  • "Premium on-demand lawn care — book in seconds, track your crew, love your yard." — This is a tagline/marketing copy, not a message description.

  • "Get Updates" — Does not specify what kind of updates or message types.

  • "Get real time support" — Does not describe what messages the user will receive.

How to fix

Rewrite your description to answer: "What specific messages will users receive, and are they transactional, promotional, or both?" Keep it under 100 characters. The description should help end users anticipate the purpose of messages coming from your agent.

Formula: [Action verb] + [specific message types] + [optional: from/for context]

Examples of the formula:

  • "Get [order confirmations and delivery alerts] [for your purchases]."

  • "Receive [appointment reminders and scheduling updates] [from your clinic]."