HELP reply must identify the brand
The requirementstatement
The HELP auto-reply must contain the registered brand name.
- 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
- brand.display_name + campaign.help_message
- Where it liveslayer
- Brand ↔ campaignCROSS
- 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
- TCRTwilioCTIA
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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 itremediation
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.
A compliant exampleexample
Acme Coffee: for help, email support@acmecoffee.com or call 415-555-0134. Msg & data rates may apply. Reply STOP to unsubscribe.
Rules you will hit next
Other brand ↔ campaign rules at the same severity. A registration is judged as a whole, not rule by rule.
XBC-001Sole proprietor brands may only run the sole proprietor use caseBlockingBLOCKINGXBC-002Charity use case requires a verified 501(c)(3) non-profit brandBlockingBLOCKINGXBC-003Political use case requires a non-profit brand with political vettingBlockingBLOCKINGXBC-004Emergency and public-safety use cases exclude sole proprietorsBlockingBLOCKINGXBC-005Sole proprietor brand and campaign both require a reference IDBlockingBLOCKINGXBC-006The brand must be verified before its campaign is submittedBlockingBLOCKING
XBC-012 is one of 13 brand ↔ campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.