If you can connect your Twilio account in Zapier but the phone number list is empty, it usually means the number is not approved for A2P messaging yet.

Photo by freestocks on Unsplash | Twilio A2P campaign registration — SMS messaging on smartphone

In practice, teams experience this as:

The Twilio account connects fine in Zapier
But the “From number” dropdown is blank
Or messages fail / don’t deliver even though the workflow runs

A2P approval is required for most long-code US messaging use cases, and the approval happens at the Brand + Campaign level—before reliable messaging is allowed.

Before you start: gather the info Twilio will ask for

Having these ready reduces rejection back-and-forth.

Brand basics (who is sending)

Legal business name (the actual sender)
Business address
Website
Tax status (often EIN / tax ID)
Support contact info (email/phone)

Campaign basics (what you’re sending)

The campaign use case type (ex: Customer Care, Account Notifications, 2FA, Marketing, etc.)
A plain-English campaign description: who the recipients are and why they are receiving messages
How people opt in (and how you can prove it)
How people opt out (STOP keywords)
HELP response messaging (HELP keywords)
Sample messages (realistic and specific)

Step-by-step: register A2P 10DLC in Twilio (Brand + Campaign)

Step 1: Create/verify your Brand

Open Twilio Console → Trust Hub / A2P messaging (registration wizard)
Create a Business Profile (if prompted)
Create a Brand
Wait for Brand status to move to verified/approved

Tip: If you’re registering on behalf of a client, make sure the brand you register is the entity that actually sends the messages. “Agency” brand submissions can trigger rejections if they don’t match the real sender.

Step 2: Create your Campaign

Create a Campaign under the verified Brand
Choose the correct use case
Fill out:

Campaign description
Message flow / call to action (CTA)
Opt-in details
Opt-out details
HELP details
Sample messages

Submit and wait for review

What to write (examples you can copy)

Below are templates you can adapt—the goal is to be concrete and consistent, not generic.

Campaign description example (operational notifications)

“We send SMS to residential tenants of properties we manage to coordinate maintenance and service appointments. Messages include scheduling confirmations, technician ETA updates, and rescheduling options. Tenants only receive messages for addresses where they are on an active lease.”

Opt-in / Message flow (CTA) example (contract-based relationship)

“Recipients opt in when they sign a lease agreement that includes consent to receive SMS for maintenance and service communications. Consent is collected offline in the signed lease. The lease includes our business name, the phone number used, and notice that message and data rates may apply. Tenants can opt out at any time by replying STOP. HELP returns contact information.”

Sample message examples (include business name)

“Connex Property Services: Your maintenance visit is scheduled for Tue at 2–4pm. Reply 1 to confirm or 2 to reschedule. Reply STOP to opt out.”
“Connex Property Services: Technician is en route and will arrive in ~20 minutes. Reply STOP to opt out.”
“Connex Property Services: We received your request. Reply HELP for support or STOP to opt out.”

The most common rejection reasons (and how to avoid them)

1) Your opt-in flow is vague or unverifiable

What gets rejected: “Users opt in on our website” (with no details) or “Consent is implied.”

Fix: Describe the exact opt-in method(s) and how a reviewer can verify them. If opt-in is not publicly visible (contract, in-store, verbal), clearly state that and explain the evidence.

2) Campaign description doesn’t match the sample messages

What gets rejected: You select “Account Notifications” but your sample texts look promotional/marketing—or they’re too generic.

Fix: Make your use case, description, and samples all describe the same thing.

3) Your samples don’t include the business name

What gets rejected: Samples that look like anonymous templated text.

Fix: Include the brand name in at least one sample message (I recommend in all of them).

4) Missing STOP/HELP behavior

What gets rejected: Opt-out/help fields incomplete or inconsistent.

Fix: Ensure STOP/HELP keywords are supported and described consistently.

5) “We’ll send whatever the user needs” submissions

What gets rejected: Over-broad descriptions that don’t specify the audience or message types.

Fix: Break into distinct programs/campaigns if necessary (ex: one for maintenance scheduling, another for marketing promos—don’t mix).

Troubleshooting: what to do when a submission fails

If the campaign is rejected

Read the rejection notes (they often point to a specific section)
Update one thing at a time so it’s obvious what changed
Tighten specificity:

Narrow the audience definition
Add real message examples
Clarify opt-in evidence
Align selected use case with content

Resubmit

If you need SMS live quickly

Submit the campaign as early as possible (approval may take several business days)
Avoid “marketing” unless you truly need it; higher scrutiny is common
Keep the first campaign simple and narrow (single, consistent message flow)

Confirming SMS is live (and Zapier will finally show the number)

After approval:

Confirm Campaign status shows approved in Twilio
Ensure the number is assigned / linked to the approved campaign/messaging service (depending on how your account is configured)
Re-test your Zapier step and refresh the number dropdown

Quick checklist (use this before you hit Submit)

Brand info matches the actual sender (legal business)

Use case selected matches the real messages you’ll send

Opt-in method is detailed and verifiable (or proof is explained)

STOP and HELP are fully specified

Sample messages are realistic, include brand name, and match the use case

Campaign description is specific: audience, purpose, examples

Need help getting approved (without the back-and-forth)

If you want a second set of eyes on your A2P submission before you resubmit, we can help. Book a free consulting call and we'll review your campaign setup together.

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