# CMP-KEYWORD-FMT — Opt-out and HELP keywords must be alphanumeric and under 255 characters

> Opt-out and help keyword lists must contain only alphanumeric keywords and must not exceed 255 characters.

- **Rule ID:** CMP-KEYWORD-FMT
- **Layer:** Campaign (`CAMPAIGN`)
- **Checks:** `campaign.optout_keywords + campaign.help_keywords`
- **Severity:** BLOCKING — Breaking this rule gets the submission rejected outright.
- **When it bites:** Gates approval — get this wrong and registration is refused
- **How it is detected:** Deterministic (settled in code from the submitted values)
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** Twilio, TCR
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/campaign/cmp-keyword-fmt/

## Why this rule exists

Keywords are matched as single alphanumeric tokens, so a keyword containing a space or punctuation can never be triggered by an inbound message — it silently never works. The product's own form placeholder currently suggests a non-conforming value, which propagates the defect into every registration that accepts the default.

## How to fix it

Use plain alphanumeric keywords separated by commas, e.g. "STOP, UNSUBSCRIBE, CANCEL".

## Example of a compliant value

```text
STOP, QUIT, END, REVOKE, OPTOUT, CANCEL, UNSUBSCRIBE
```

## Notes

The form placeholder currently suggests "OPT OUT" style keywords with a space, which violates this rule — the product ships a non-conforming exemplar.