HELP reply must be 20–255 characters
The requirementstatement
The HELP response must be at least 20 and at most 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.help_message
- Where it liveslayer
- Message contentMESSAGE_CONTENT
- 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
- TCRTwilioBirdSinch
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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.
How to fix itremediation
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.
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
3 other rules read campaign.help_message. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
MSG-073HELP response must name the brand or programmeBlockingBLOCKINGMSG-074HELP response must give a real support contactBlockingBLOCKINGOPS-081The HELP reply must send people somewhere that answersHighHIGHMSG-008Opt-in confirmation must be 20–255 charactersBlockingBLOCKINGMSG-011Opt-out confirmation must be 20–255 charactersBlockingBLOCKINGMSG-018An MMS campaign must attach at least one sample media fileBlockingBLOCKING
MSG-009 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.