{
  "id": "MSG-061",
  "slug": "msg-061",
  "title": "The opt-in confirmation must name the registered brand",
  "statement": "The opt-in confirmation message must contain the registered brand name or DBA, matching the brand record.",
  "rationale": "The confirmation is the first message the programme ever sends, and it arrives at a moment when the recipient has typed a number into a form and may not remember which one. If it does not say who it is from, the rational response is to treat it as spam and report it — which is why a nameless confirmation produces complaints out of all proportion to its volume. Almost every provider checks this field specifically, and it is missed because the confirmation is usually written last, as a technical acknowledgement rather than as a message to a person.",
  "layer": "MESSAGE_CONTENT",
  "layerSlug": "message-content",
  "object": "campaign.optin_message + brand.display_name",
  "severity": "BLOCKING",
  "detectability": [
    "DETERMINISTIC"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "Bandwidth",
    "AWS",
    "Sinch",
    "Infobip",
    "Bird",
    "TCR",
    "Aerialink",
    "Twilio"
  ],
  "codes": [
    {
      "provider": "Bandwidth",
      "code": "5104",
      "remediable": true
    },
    {
      "provider": "Twilio",
      "code": "30927",
      "remediable": true,
      "generation": "gen1"
    },
    {
      "provider": "AWS",
      "code": "OPT_IN_MESSAGE_MISMATCH",
      "remediable": true
    }
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Put the registered brand name at the start of the opt-in confirmation, before anything else — use the name on the brand record rather than a programme nickname a reviewer cannot match to it. Done when someone who has forgotten signing up could tell from the first three words who is texting them.",
  "example": "optin_message: \"Acme Coffee Rewards: you are subscribed to offers and rewards updates. Msg frequency varies. Msg & data rates may apply. Reply HELP for help, STOP to cancel.\"",
  "pitfalls": [
    "A programme name is not the brand name unless the brand name is inside it — \"Rewards Club\" fails where \"Acme Coffee Rewards\" passes, because the reviewer is matching against the registration."
  ],
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/message-content/msg-061/",
  "markdown": "https://ekas.io/rules/10dlc/message-content/msg-061.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}