Which words on my website slow down my SMS (10DLC) approval?

Certain words and industries send an application to a slow secondary inspection, a long queue where each reply can take a week or two and you wait for the slowest carrier, instead of a fast approval. The words that catch people:

Loan, interest rates and APR. Carriers suspect you may be a lender, and lenders, especially payday loan companies, get heavy scrutiny. This also catches real estate agents who write about FHA loans, the best APR for a home loan or saving money on a mortgage. Do not give the impression that you have anything to do with lending.

Leads and lead generation. Carriers suspect you buy and sell leads and text people without permission. This often affects marketing agencies. Describe your value another way, for example "we help your business grow", "we do online advertising" or "we help you get more prospects and customers". Prospects is a better word than leads.

SEO also draws extra scrutiny.

The lending words and leads are the two biggest triggers. It is a business decision: remove these words from your website and you can often be approved in one to three days. If you keep them, expect weeks in review, explaining that you are not a lender or lead aggregator.