Opt-out and HELP keywords must be alphanumeric and under 255 characters
The requirementstatement
Opt-out and help keyword lists must contain only alphanumeric keywords and must not exceed 255 characters.
- 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.optout_keywords + campaign.help_keywords
- 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
- TwilioTCR
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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 itremediation
Use plain alphanumeric keywords separated by commas, e.g. "STOP, UNSUBSCRIBE, CANCEL".
A compliant exampleexample
STOP, QUIT, END, REVOKE, OPTOUT, CANCEL, UNSUBSCRIBE
Notesnotes
The form placeholder currently suggests "OPT OUT" style keywords with a space, which violates this rule — the product ships a non-conforming exemplar.
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-KEYWORD-FMT is one of 94 campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.