{
  "id": "MSG-073",
  "slug": "msg-073",
  "title": "HELP response must name the brand or programme",
  "statement": "The HELP reply must contain the registered brand or programme name.",
  "rationale": "HELP exists so a recipient who does not recognise a number can find out who is texting them. A reply that omits the name answers the wrong question and leaves reporting the message as spam as the only remaining option.",
  "layer": "MESSAGE_CONTENT",
  "layerSlug": "message-content",
  "object": "campaign.help_message",
  "severity": "BLOCKING",
  "detectability": [
    "AI_FORM"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "CTIA",
    "TCR",
    "Twilio"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Start the HELP reply with the brand or programme name, using the name the consumer would recognise from the opt-in rather than the legal entity name.",
  "example": "Acme Coffee Rewards: for help email support@acmecoffee.com. Reply STOP to unsubscribe.",
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/message-content/msg-073/",
  "markdown": "https://ekas.io/rules/10dlc/message-content/msg-073.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}