# MSG-073 — HELP response must name the brand or programme

> The HELP reply must contain the registered brand or programme name.

- **Rule ID:** MSG-073
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.help_message`
- **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:** AI judgement over the submitted form
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** CTIA, TCR, Twilio
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-073/

## Why this rule exists

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.

## How to fix it

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 of a compliant value

```text
Acme Coffee Rewards: for help email support@acmecoffee.com. Reply STOP to unsubscribe.
```