Error code

30916: Campaign rejected: Use case mismatch between lead generation and lead nurture

Eligible for resubmission. Stated by: GHL 155000007572; Twilio page.

What this error means

The use case you selected and what you described are different messaging objectives.

Causes, most likely first

  1. Use case is Lead Generation but the description/samples describe follow-up or ongoing messaging.
  2. Use case is Lead Nurture but the description/samples describe initial outreach.
  3. Description doesn't explain sender, recipients and purpose.
  4. Samples unclear or unrepresentative.
  5. More than one messaging objective mixed into a single campaign.

Fields Twilio names for this error

Twilio’s page for this error names these submission fields:

  • description
  • message_samples
  • us_app_to_person_usecase

How to fix it

If your numbers are managed by a platform

If your numbers sit inside a reseller platform, for example LeadConnector numbers inside GoHighLevel, you do not have access to the Twilio Console, and the interface shows the rejection without the code. Ask that platform's support team for the Twilio rejection error code, in writing, before you change anything. You can also read it yourself from your browser, which is faster: see how to get the code.

The substance of the fix is yours to make: the business details, the website, and the opt-in flow described in the Twilio path all belong to you, not to the platform. Make those changes first, confirm they are live, then ask support to resubmit. A resubmission filed before the underlying facts change will fail again on the same reason.

If you own the Twilio account

Select the use case that matches actual traffic. Rewrite description to identify sender, recipients and purpose. Update message_samples to match the use case and real messages, with the business name in at least one and brackets for templated fields. If you send more than one distinct type of traffic, register separate campaigns. If already FAILED, edit and resubmit in Console; delete and recreate only if the use case itself is wrong.

Timing and resubmission

Edit and resubmit if the description/samples are the fault; delete and recreate if the use case selection is wrong.

Twilio publishes an indicative review timeline for campaigns: Sole Proprietor campaigns are typically approved or rejected within hours to days, and Standard campaigns go through several layers of vetting and can take up to several weeks. Twilio also states that the vetting fee is assessed only once per campaign, so editing and resubmitting the same campaign does not incur a new fee, while deleting and recreating it does.

Two ways forward

Have it handled for you

A2P registration is handled for you on Growth at $597/mo and on Scale at $1,197/mo. Registration, resubmissions, and the compliance work behind them are included.

See Growth and Scale

Fix it yourself

Send your email and we will send the fix playbook for registration rejections.

Related errors

Verified against Twilio documentation on 2026-08-10.