Samples must not contain mustache or curly-brace template tokens
The requirementstatement
Curly-brace and mustache tokens such as {order_id} or {{name}} must not appear in sample messages.
- Severityseverity
- MediumMEDIUMUsually survives review, but lowers your trust score or invites a manual look you would rather avoid.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- campaign.sample[]
- 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
- TCRTwilio
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
Square brackets are the convention reviewers read as "this varies at send time"; curly braces read as an unrendered template that leaked into the registration. The distinction is arbitrary but it is the one applied, and the fix costs nothing.
How to fix itremediation
Convert every curly-brace or mustache token to square-bracket notation with a readable name.
A compliant exampleexample
Acme Coffee: hi [first name], order [order number] ships today. Reply STOP to opt out.
Rules you will hit next
6 other rules read campaign.sample[]. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
CMP-SAMPLE-COUNTAt least two sample messages are requiredBlockingBLOCKINGCMP-SAMPLE-LENEach sample message must be 20–1024 charactersBlockingBLOCKINGMSG-031Sample messages must be in EnglishBlockingBLOCKINGMSG-042Every message must identify who is sending itBlockingBLOCKINGMSG-171Messages must not harass, intimidate or threaten the recipientBlockingBLOCKINGMSG-210A political donation programme may not include gaming-related fundraisingBlockingBLOCKING
MSG-026 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.