{
  "id": "XBC-012",
  "slug": "xbc-012",
  "title": "HELP reply must identify the brand",
  "statement": "The HELP auto-reply must contain the registered brand name.",
  "rationale": "HELP exists so a recipient who does not recognise a number can find out who is texting them. A reply that omits the brand answers the wrong question and leaves reporting the message as spam as the consumer’s only remaining option.",
  "layer": "CROSS",
  "layerSlug": "cross",
  "object": "brand.display_name + campaign.help_message",
  "severity": "BLOCKING",
  "detectability": [
    "DETERMINISTIC"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "TCR",
    "Twilio",
    "CTIA"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Put the brand name at the start of the HELP reply and add a support contact a person can actually reach. CTIA expects contact information beyond the bare name.",
  "example": "Acme Coffee: for help, email support@acmecoffee.com or call 415-555-0134. Msg & data rates may apply. Reply STOP to unsubscribe.",
  "catalogIds": [
    "CMP-191"
  ],
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/cross/xbc-012/",
  "markdown": "https://ekas.io/rules/10dlc/cross/xbc-012.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}