HELP response must name the brand or programme
The requirementstatement
The HELP reply must contain the registered brand or programme name.
- 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.help_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
- CTIATCRTwilio
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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 itremediation
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.
A compliant exampleexample
Acme Coffee Rewards: for help email support@acmecoffee.com. Reply STOP to unsubscribe.
Rules you will hit next
3 other rules read campaign.help_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.
MSG-009HELP reply must be 20–255 charactersBlockingBLOCKINGMSG-074HELP response must give a real support contactBlockingBLOCKINGOPS-081The HELP reply must send people somewhere that answersHighHIGHMSG-008Opt-in confirmation must be 20–255 charactersBlockingBLOCKINGMSG-011Opt-out confirmation must be 20–255 charactersBlockingBLOCKINGMSG-018An MMS campaign must attach at least one sample media fileBlockingBLOCKING
MSG-073 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.