{
  "id": "MSG-009",
  "slug": "msg-009",
  "title": "HELP reply must be 20–255 characters",
  "statement": "The HELP response must be at least 20 and at most 255 characters.",
  "rationale": "Below 20 characters the reply cannot carry the brand name and a contact route, which are the two things it exists to deliver. Above 255 it exceeds the portable ceiling and is truncated at some providers — losing the tail, which is usually where the opt-out instruction sits.",
  "layer": "MESSAGE_CONTENT",
  "layerSlug": "message-content",
  "object": "campaign.help_message",
  "severity": "BLOCKING",
  "detectability": [
    "DETERMINISTIC"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "TCR",
    "Twilio",
    "Bird",
    "Sinch"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Fit the HELP reply into 255 characters carrying the brand name, a real support contact, the rates notice and the opt-out instruction. Drop marketing language before dropping any of those.",
  "example": "Acme Coffee: for help email support@acmecoffee.com or call 415-555-0134. Msg & data rates may apply. Reply STOP to unsubscribe.",
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/message-content/msg-009/",
  "markdown": "https://ekas.io/rules/10dlc/message-content/msg-009.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}