{
  "id": "MSG-066",
  "slug": "msg-066",
  "title": "Opt-in confirmation must carry a working opt-out instruction",
  "statement": "The confirmation must include STOP instructions echoing a keyword the programme honours.",
  "rationale": "A consumer who realises immediately that they did not mean to subscribe should be able to leave from the first message. The keyword named must be one the platform actually honours, or the instruction is worse than useless.",
  "layer": "MESSAGE_CONTENT",
  "layerSlug": "message-content",
  "object": "campaign.optin_message + campaign.optout_keywords",
  "severity": "BLOCKING",
  "detectability": [
    "AI_FORM"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "CTIA",
    "FCC",
    "TCR"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Add \"Reply STOP to cancel\" and confirm STOP is in your declared opt-out keyword set.",
  "example": "Reply HELP for help, STOP to cancel.",
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/message-content/msg-066/",
  "markdown": "https://ekas.io/rules/10dlc/message-content/msg-066.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}