Use case selection and pre-submission checklist - AWS End User Messaging SMS
Alignment requirementsChoosing the right use caseCommon misalignment denialsPhone number formatPre-submission checklist
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.

Use case selection and pre-submission checklist

Your declared use case (OTP, Transactional, Promotional, or Multi-use) must align with ALL other elements of your registration.

Alignment requirements

Element Must match use case
Agent description Describes the same message types as your use case
Sample messages Examples match the declared use case category
Launch video Demonstrates messages matching the declared use case
Opt-in flow Consent language covers the declared message types

Choosing the right use case

  • OTP: Only for authentication codes and secure transaction confirmations. No product updates, offers, or promotions.

  • Transactional: Notifications, alerts, confirmations, account updates. No offers, promotions, discounts, or upgrades.

  • Promotional: Offers, promotions, and marketing messages. No OTPs, 2FA, or urgent transactional notifications.

  • Multi-use: Both transactional AND promotional messages. No OTP/2FA or password resets. Must demonstrate both types in your video and description.

Note

When in doubt between Transactional and Multi-use: if you will EVER send a promotional message (offer, discount, upsell), choose Multi-use. But ensure your video and description reflect both message types.

Common misalignment denials

Declared use case Issue How to fix
Multi-use Video only shows transactional messages Add promotional message examples to the video
Transactional Sample message is promotional ("20% off!") Change sample to a transactional message (order confirmation, alert)
Multi-use Description only mentions notifications Update description to mention both transactional and promotional content
OTP Campaign description mentions marketing Change use case to Multi-use, or remove marketing references

Phone number format

Phone numbers in your registration (company phone, brand contact mobile) must be in valid international format.

  • Use E.164 format: country code with + prefix, followed by digits only.

  • No spaces, dashes, parentheses, or other formatting characters.

  • Example: +12125551234 (US), +14165550100 (CA)

Pre-submission checklist

Before submitting your country launch registration, verify:

  • Agent description clearly states message types (transactional, promotional, or both) and is under 100 characters

  • Launch video shows: sample message, HELP response with contact info, STOP response with brand name

  • Launch video URL is publicly accessible (test in incognito browser)

  • Video content matches your declared use case (multi-use = show both types)

  • CTA/opt-in page includes: brand name, HELP/STOP instructions, frequency, rates, T&C link, privacy link

  • Opt-in confirmation message includes your brand name

  • Privacy policy URL is accessible and covers messaging

  • Terms of service URL is accessible and includes messaging terms

  • Phone numbers are in E.164 format (+12125551234)

  • Brand contact email uses the end-brand's domain (ISVs: provide a contact at the end-brand's organization)

  • Use case selection aligns with description, video, and sample messages

  • All URLs tested in incognito browser (no auth, no geo-blocking)