Keyword opt-in requires both the keywords and the confirmation text
The requirementstatement
A keyword-based opt-in must populate both the opt-in keywords and the opt-in confirmation message.
- 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.optin_keywords + campaign.optin_message
- Where it liveslayer
- CampaignCAMPAIGN
- How Ekas settles itdetectability
- DeterministicDETERMINISTIC
- Settled in code from the values you submitted. No model involved, no judgement call, same answer every time.
- 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 when consent was collected by text-to-join keyword.
Why this rule existsrationale
The keyword is how the consumer joins and the confirmation is what tells them they succeeded; a keyword programme with no confirmation leaves them texting into silence, then texting again. Providers check the pair together because either alone is an incomplete programme.
How to fix itremediation
Populate campaign.optin_keywords with the keyword your signage advertises, and write the confirmation message carrying brand, frequency, rates, HELP and STOP. Done when texting the keyword would produce that exact reply.
A compliant exampleexample
optin_keywords: JOIN, START · optin_message: "Acme Coffee: you're subscribed to offers. Msg frequency varies. Msg & data rates may apply. Reply HELP for help, STOP to cancel."
Common mistakespitfalls
- The keyword in the campaign must match the keyword on the signage exactly — JOIN and JOINUS are different programmes to a reviewer comparing the two.
Rules you will hit next
Other campaign rules at the same severity. A registration is judged as a whole, not rule by rule.
CMP-003Message flow must not begin or end with whitespaceBlockingBLOCKINGCMP-017Every mandatory campaign attribute must be explicitly setBlockingBLOCKINGCMP-024Registration fields must be written in EnglishBlockingBLOCKINGCMP-028Opt-in evidence must be a JPG, PNG or PDF under 500 KBBlockingBLOCKINGCMP-035The description must describe this programme, not messaging in generalBlockingBLOCKINGCMP-037The description must name the business that sends the messagesBlockingBLOCKING
CMP-096 is one of 94 campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.