{
  "id": "CMP-188",
  "slug": "cmp-188",
  "title": "A non-standard opt-out keyword is honoured by nobody but you",
  "statement": "Opt-out keywords outside the standard monitored set are handled by the sending platform alone and must not be relied on as carrier-enforced.",
  "rationale": "The standard keywords are intercepted upstream, so they work even when a platform is misconfigured; anything else works only for as long as your own handler does. A programme whose advertised opt-out word is bespoke has a single point of failure between the consumer and their opt-out, and the consumer who used it and kept receiving messages complains to the carrier rather than to you.",
  "layer": "CAMPAIGN",
  "layerSlug": "campaign",
  "object": "campaign.optout_keywords",
  "severity": "MEDIUM",
  "detectability": [
    "DETERMINISTIC"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "Azure ACS",
    "AWS"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Keep the bespoke keyword if your platform answers it, but add the standard words alongside so the opt-out survives a misconfiguration on your side. Done when every keyword you advertise for opting out is either standard or backed by one that is.",
  "example": "optout_keywords: STOP, END, CANCEL, UNSUBSCRIBE, QUIT — not STOPMSGS or NOMORE on their own",
  "notes": "Scoped to the opt-out list rather than to every keyword field, which is what the catalog row names. A non-standard HELP keyword costs a recipient an unanswered question; a non-standard opt-out keyword costs them an opt-out that never happened, and only the second is worth a finding. INFO and SUPPORT as help keywords are normal practice and are deliberately not reported here.",
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/campaign/cmp-188/",
  "markdown": "https://ekas.io/rules/10dlc/campaign/cmp-188.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}