# MSG-061 — The opt-in confirmation must name the registered brand

> The opt-in confirmation message must contain the registered brand name or DBA, matching the brand record.

- **Rule ID:** MSG-061
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.optin_message + brand.display_name`
- **Severity:** BLOCKING — Breaking this rule gets the submission rejected outright.
- **When it bites:** Gates approval — get this wrong and registration is refused
- **How it is detected:** Deterministic (settled in code from the submitted values)
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** Bandwidth, AWS, Sinch, Infobip, Bird, TCR, Aerialink, Twilio
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-061/

## Why this rule exists

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.

## How to fix it

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 of a compliant value

```text
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."
```

## Common mistakes

- 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.

## Provider rejection codes

| Provider | Code | Resubmission allowed |
| --- | --- | --- |
| Bandwidth | `5104` | yes |
| Twilio (gen1) | `30927` | yes |
| AWS | `OPT_IN_MESSAGE_MISMATCH` | yes |