A no-reply route must disclose that replies are not received
The requirementstatement
Where the sending route cannot receive inbound texts, every message must clearly disclose that replies are not monitored.
- 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.sample[] + campaign.message_flow
- Where it liveslayer
- Message contentMESSAGE_CONTENT
- How Ekas settles itdetectability
- AI · formAI_FORM
- A semantic question about what you wrote: whether a description matches a use case, whether a name looks like a filed entity. Judged by a model against written criteria.
- 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
- CTIAFCC
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
Telling a consumer to "reply STOP" on a route that discards inbound messages is worse than saying nothing: they believe they have opted out and keep receiving messages. If replies genuinely cannot be received, the opt-out route must be stated some other way.
How to fix itremediation
Use a route that receives replies. If you genuinely cannot, disclose it in every message and give a working alternative opt-out route.
A compliant exampleexample
Acme Coffee: your order is ready. This number does not receive replies — manage texts at https://acmecoffee.com/sms-preferences
Rules you will hit next
2 other rules read campaign.sample[] + campaign.message_flow. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
OPS-072The programme must not evade opt-out detectionBlockingBLOCKINGOPS-114A programme relying on the delivery exemption still owes an opt-outHighHIGHMSG-008Opt-in confirmation must be 20–255 charactersBlockingBLOCKINGMSG-009HELP reply 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-056 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.