Message flow must state how to get help
The requirementstatement
The message-flow / CTA field must state how the consumer gets help.
- Severityseverity
- BlockingBLOCKINGBreaking this rule gets the submission rejected. There is no partial credit.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- campaign.message_flow
- Where it liveslayer
- CampaignCAMPAIGN
- How Ekas settles itdetectability
- AI · formAI_FORM
- A semantic question about what you wrote: whether a description matches a use case, whether a name looks like a filed entity. Judged by a model against written criteria.
- What the fix involvesfailureClass
- Fix the fieldRETRY_FIELD
- A better value in the form fixes it. Ekas can rewrite it and re-check.
- Who requires itauthorities
- TCRTwilioBandwidthAWS
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
The HELP route is part of the disclosure the consumer sees at opt-in, so it belongs in the record of what they were shown. It also lets a reviewer confirm that the flow, the configured help keywords, and the HELP auto-reply all describe the same programme — three fields that drift apart easily because three different people fill them in.
How to fix itremediation
Include the HELP instruction inside the quoted disclosure, and name where HELP lands. Done when the flow names the same keyword you configured on the campaign. Put it in campaign.message_flow itself — this field is graded on its own text, not on what a reviewer would find by opening your site.
A compliant exampleexample
The disclosure beside the box reads "Reply HELP for help"; HELP is answered by our support desk at support@acmecoffee.com.
Rules you will hit next
6 other rules read campaign.message_flow. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
CMP-003Message flow must not begin or end with whitespaceBlockingBLOCKINGCMP-059Message flow must describe the mechanism end to endBlockingBLOCKINGCMP-060Every opt-in method in use must be listed in the message flowBlockingBLOCKINGCMP-061Each declared method needs its own complete workflow paragraphBlockingBLOCKINGCMP-072Message flow must state the message typesBlockingBLOCKINGCMP-073Message flow must state message frequencyBlockingBLOCKING
CMP-075 is one of 94 campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.