The Carriers.
I have submitted 4-5 times and been rejected every time. I don't even run "campaigns." They force you to make up stuff that doesn't even apply to your business and then reject it anyway. I have given up and deactivated SMS from my numbers. Their customer service is useless.
Hi dme4770, we do not set the requirements for who needs to register, that is set by the Carriers. We also do not approve or deny the registrations, that is done by the Carriers and their partners.
"Registration is required for all customers who send SMS/MMS messages to U.S. numbers for conversational purposes, regardless of whether the customer intends to send business-related campaigns or just a single response to an SMS received by a user/client. This impacts all U.S. customers; however, if the businesses are outside the U.S. and send a message to customers with U.S. phone numbers, they will also be impacted."
