The opt-in confirmation must name the registered brand

The requirementstatement

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

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.optin_message + brand.display_name
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: BandwidthAWSSinchInfobipBirdTCRAerialinkTwilio
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

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 itremediation

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.

A compliant exampleexample

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 mistakespitfalls

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 codescodes

The code you get back when this rule is what failed, and whether that provider lets you resubmit.

Provider	Code	Resubmit
Bandwidth	5104	Yes
Twiliogen1	30927	Yes
AWS	OPT_IN_MESSAGE_MISMATCH	Yes

Rules you will hit next

Other message content rules at the same severity. A registration is judged as a whole, not rule by rule.

MSG-008Opt-in confirmation must be 20–255 charactersBlockingBLOCKING MSG-009HELP reply must be 20–255 charactersBlockingBLOCKING MSG-011Opt-out confirmation must be 20–255 charactersBlockingBLOCKING MSG-018An MMS campaign must attach at least one sample media fileBlockingBLOCKING MSG-019Each MMS sample file must sit under its per-type size ceilingBlockingBLOCKING MSG-031Sample messages must be in EnglishBlockingBLOCKING

All message content rules

MSG-061 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.