Texting voters the right way
Texts get read when mailers don't. But carriers now filter unregistered campaign texts hard, and registration takes time and a working website. Here's the setup, in order.
A text from a candidate gets opened. That's why every campaign wants to send them, and why phone carriers watch political texting closely. Unregistered or sloppy campaign texts get filtered before they reach a single voter, and the registration that fixes it takes days to weeks. Start early.
Two kinds of campaign texting
Opt-in texting goes to people who signed up: they texted a keyword or checked a box on your website. It's good for event reminders, volunteer shifts and Election Day nudges to supporters.
Peer-to-peer texting is how most campaigns reach voters who haven't signed up. A volunteer sends each message individually from a list, usually the voter file, and handles replies. Platforms built for campaigns are designed around this.
The rules differ between the two, especially on consent. Federal law limits automated texts to cell phones without the recipient's consent, and whether a platform counts as automated depends on how it works. That's a question for the platform before you sign up, not after your first send.
Carrier registration (10DLC)
Texts sent from ordinary 10-digit phone numbers now have to be registered with the carriers through your texting platform. You register your organization and the kind of messages you'll send. Unregistered traffic gets blocked or heavily filtered.
Political campaigns get their own registration track, which comes with better delivery, but it requires one extra step first: Campaign Verify.
The Campaign Verify token
Campaign Verify confirms to carriers that you're a real campaign. What to know:
- It costs $95 per candidate or committee for a two-year election cycle, and it isn't refundable.
- Tokens for the current cycle expire January 31, 2027. If you're running in 2027 or 2028, plan to buy a token after that date.
- Your committee's filing has to be published online by the FEC or your state or local election authority before you apply. A brand-new committee may have to wait.
- Approval is often quick, but the PIN can arrive by mail, which adds days. An expedited option exists for a higher fee.
- Your platform's own registration review can then take a week or two, and longer close to Election Day.
What your website needs
Platforms ask for a live website during registration, and reviewers check it. Have these ready:
- A sign-up form with a clear text-message opt-in: who will text, what about, roughly how often, that message and data rates may apply, and how to stop.
- A privacy policy that says phone numbers collected for texting aren't sold or shared.
- Messaging terms that explain how to opt out (reply STOP) and get help (reply HELP).
- Your campaign name and contact information, matching what you registered.
Every CandidateLaunch package includes these pages and the opt-in checkbox, so your site is ready the day you register.
What every text should include
- Who you are in the first message: "Hi, it's Maria with Delgado for School Board."
- How to stop: "Reply STOP to opt out." Honor it right away, and never text that number again.
- A paid-for-by line if your state applies its disclaimer rules to texts. See the disclaimer guide.
- A link to your own site, not a shortened link from a free service. Carriers often filter generic short links.
Keep it short, send at reasonable hours, and don't text the same voter every day. Some states set their own limits on when texts can go out.
Picking a platform
Ask every platform the same questions before you pay:
- Do you support the political registration track and Campaign Verify?
- Is your texting peer-to-peer, opt-in only, or both?
- What does a message cost, and is there a monthly fee?
- How long does registration take right now?
- Can you load our voter file, and who keeps the list after the race?
Our recommended tools page lists texting platforms local campaigns use, with notes on which links pay us a referral fee.
A realistic timeline
Count back from the first day you want to text:
- Five to six weeks out: committee filed and visible online; website live with opt-in, privacy and terms pages.
- Four weeks out: buy your Campaign Verify token.
- Three weeks out: register with your platform and submit sample messages.
- One week out: test sends to your own team. Fix anything that looks like spam.
Build your full schedule with the launch timeline tool.
Common questions
How much does Campaign Verify cost?
$95 per candidate or committee for a two-year election cycle, paid to Campaign Verify. Tokens issued for the current cycle expire January 31, 2027, so 2028 candidates will need a new one after that.
Can I text voters before my committee is registered?
Usually not on the political track. Campaign Verify needs your committee's filing to be published online by your election authority, so form and file your committee first.
Why does my texting platform want my website?
Carrier registration asks for a live website that shows how people opt in, plus a privacy policy and messaging terms. Every CandidateLaunch site includes those pages.
Do I need a disclaimer on campaign texts?
Every text should name your campaign and tell people how to stop messages. Some states also apply their paid-for-by rules to texts, so check with your state ethics or elections office.