Direct lending attribute error (Twilio 30895, DCA 712): what lenders must declare
Short answer
If your business lends money directly, tick “Direct Lending or Loan Arrangement” and say “Direct Lending” in the campaign description, even if you only send verification codes. Loan marketing for third parties, payday or short-term loans is prohibited, and lending programs can't rely on verbal opt-in.
What you'll see
| Where | Code | Wording |
|---|---|---|
| Twilio (10DLC) | 30895 | “Campaign vetting rejection - Direct Lending - Campaign and Content Attribute Error” |
| Twilio (10DLC) | 30942 | “Campaign rejected: Loan marketing content detected” |
| Twilio (toll-free) | 30443 | “Toll-Free verification rejection - Disallowed: Loan Marketing” |
| Telnyx, Bandwidth | 712 | Content looks like direct lending, but the attribute is not set |
| Bandwidth Proxy, Infobip | 1002 | Direct lending without the lending attribute |
Text in curly quotes is the provider's wording; the rest is our summary.
Why it happens
- A lender (or a business that offers financing) left the direct lending box unticked.
- The description doesn't mention lending.
- Samples or the website promote loans, which carriers treat as loan marketing.
- A broker or lead-generator for loans registered as if it were the lender.
- Verbal or inbound opt-in used for a lending program.
How to fix it
- Tick the direct lending attribute. Bandwidth says to tick it
if the brand engages in lending, even if the messaging on the campaign is not related to the lending
. - Add “Direct Lending” to the description. Twilio:
If you're a financial institution engaged in direct, first-party lending, you must mention "Direct Lending" in your description, even if you're only sending OTP/2FA messages.
- Use a web or paper opt-in. Telnyx:
Campaigns involving any type of lending can only use a digital or physical (paper) opt-in. Verbal and inbound opt-ins are not allowed.
- Keep samples to servicing messages: payment reminders, account notices, verification codes.
- If the attribute can't be edited, create a new campaign with it set (Bandwidth 712).
Toll-free is stricter: all loan marketing, including mortgage, auto, student and personal loans, is not eligible (Twilio 30443, Bandwidth 1703). Twilio notes that transactional messages to existing borrowers, such as payment reminders and account notifications, may be permissible under a different use case. AT&T's code of conduct allows loan advertising only from direct lenders of secured loans.
Check before you resubmit. Every rejection costs days, and often another $15 vetting fee. Paste your description, message flow, samples and policy text into the free preflight check, or generate a consistent set with the campaign builder.
Frequently asked questions
We offer in-house financing at our dealership. Do we tick direct lending?
Bandwidth's guidance says yes: tick it if the brand engages in lending, even when the campaign's texts are unrelated. Mention it in the description too.
Is a mortgage broker a direct lender?
Usually not. Brokers and loan marketplaces arrange loans from others, which reviewers treat as loan marketing or lead generation. Only first-party lenders should use the direct lending attribute.
Sources
- Twilio: A2P 10DLC Campaign Onboarding Guide (updated 2026-09-24)
- Twilio error 30895 (accessed 2026-10-03)
- Twilio error 30942 (accessed 2026-10-03)
- Twilio error 30443 (accessed 2026-10-03)
- Bandwidth: DCA2 vetting rejection reasons (2026-03-17)
- Bandwidth: 10DLC campaign vetting tips and tricks (2026-04-20)
- Bandwidth: 10DLC vetting guide (2026-08-18)
- Telnyx: Guide to the 10DLC message flow field (accessed 2026-10-03)
- Bandwidth: Proxy Connector vetting rejection reasons (2026-03-17)
- AT&T Code of Conduct for Short Code and 10-Digit A2P SMS (March 1, 2021 (latest found))
- Bandwidth: Toll-free verification rejection reasons (modified 2026-09-15)
Rules change often and providers sometimes disagree; where they do, this page says so. This is general information, not legal advice, and no one can guarantee approval. See the disclaimer.
Related problems
- Twilio 30883, 30897, 30940-30962, 30441-30469 · DCA 701-709 · Proxy 7001-7012 · TF 1701-1806Prohibited and restricted SMS content: SHAFT, cannabis, loans, lead gen
- Twilio 30886, 30497, 30910, 30911, 30912 · Proxy 2002, 2006 · DCA 506 · TCR CAMPAIGN_DESCRIPTION_OR_ATTRIBUTESCampaign description rejected (Twilio 30886): who, to whom, and why
- Twilio 30951, 30932, 30468, 30916 · DCA 708 · Proxy 7002Rejected for lead generation or affiliate marketing (Twilio 30951, DCA 708)
- Twilio 30889 · DCA 601 · Bandwidth 3109Embedded link or phone number flag doesn't match samples (Twilio 30889, DCA 601)
The Approval Kit adds industry template packs, opt-in and policy page templates, and an agency checklist.