A QR flow must say where the code leads
The requirementstatement
A QR opt-in must state whether the code opens a hosted opt-in form or a pre-filled SMS in the native messaging app.
- 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 + QR destination
- 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
- TwilioKlaviyo
- When it appliesapplicabilityText
- Applies when consent was collected by QR code.
Why this rule existsrationale
Both destinations are permitted and they are graded by completely different rules — a hosted form owes a checkbox and a disclosure, a pre-filled SMS owes a confirmation reply and keyword handling — so a reviewer who cannot tell which one this is cannot begin. Submitters omit it because from their side there is only one obvious answer, and which one is obvious depends on who built the poster.
How to fix itremediation
Say which of the two the code does, and give the destination: the opt-in URL, or the number and body of the pre-filled message. Done when the flow names the destination type in words rather than leaving it to be inferred from the URL.
A compliant exampleexample
Scanning the poster QR opens a pre-filled SMS to 55512 with the body JOIN; the customer presses send, which is the opt-in.
Provider rejection codescodes
The code you get back when this rule is what failed, and whether that provider lets you resubmit.
| Provider | Code | Resubmit |
|---|---|---|
| Twilio | 30909 | Yes |
Notesnotes
Neither destination is preferred — the rule is about the flow saying which one, not about choosing between them. Whether a hosted destination is a specific opt-in page rather than the homepage is CMP-064, which reads the URL itself.
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-103 is one of 94 campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.