Universal opt-out keywords must be supported in copy and configuration
The requirementstatement
STOP, END, CANCEL, UNSUBSCRIBE and QUIT must all be supported, both in the keyword configuration and honoured in practice.
- 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.optout_keywords
- 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
- CTIAFCCTCR
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
These five are recognised at handset and carrier level regardless of configuration, so a consumer using any of them has effectively opted out whether your platform noticed or not. Declaring them aligns your suppression list with what has already happened.
How to fix itremediation
Add all five universal keywords to the configuration, ideally alongside REVOKE and OPTOUT.
A compliant exampleexample
STOP, QUIT, END, REVOKE, OPTOUT, CANCEL, UNSUBSCRIBE
Rules you will hit next
5 other rules read campaign.optout_keywords. 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-187The wider opt-out keyword set is required on some platformsBlockingBLOCKINGOPS-026The universal opt-out keyword set must be declaredBlockingBLOCKINGOPS-027Opt-out keyword handling must be declared, not assumedBlockingBLOCKINGCON-KW-REVOCATION-SETDeclared opt-out keywords should cover the FCC per-se setHighHIGHCMP-188A non-standard opt-out keyword is honoured by nobody but youMediumMEDIUMMSG-008Opt-in confirmation must be 20–255 charactersBlockingBLOCKING
MSG-054 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.