# XBC-012 — HELP reply must identify the brand

> The HELP auto-reply must contain the registered brand name.

- **Rule ID:** XBC-012
- **Layer:** Brand ↔ campaign (`CROSS`)
- **Checks:** `brand.display_name + campaign.help_message`
- **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:** TCR, Twilio, CTIA
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/cross/xbc-012/

## Why this rule exists

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.

## How to fix it

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 of a compliant value

```text
Acme Coffee: for help, email support@acmecoffee.com or call 415-555-0134. Msg & data rates may apply. Reply STOP to unsubscribe.
```