Opt-in confirmation must carry HELP instructions
The requirementstatement
The confirmation must tell the consumer how to get help or give a support contact.
- 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
- 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
- CTIATCR
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
The confirmation arrives from a number the consumer has never seen before, so it is exactly the moment they may want to check who is texting them. Giving the HELP route here closes that loop before it becomes a complaint.
How to fix itremediation
Add "Reply HELP for help" or a direct support contact to the confirmation.
A compliant exampleexample
Reply HELP for help, STOP to cancel.
Rules you will hit next
6 other rules read campaign.optin_message. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
CON-KEYWORD-CONFIRMKeyword opt-in requires a compliant confirmation replyBlockingBLOCKINGMSG-008Opt-in confirmation must be 20–255 charactersBlockingBLOCKINGMSG-058A recurring programme must have an opt-in confirmationBlockingBLOCKINGMSG-062Opt-in confirmation must name the programmeBlockingBLOCKINGMSG-063Opt-in confirmation must disclose message frequencyBlockingBLOCKINGMSG-064Opt-in confirmation must carry the rates disclosureBlockingBLOCKING
MSG-065 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.