# MSG-074 — HELP response must give a real support contact

> The HELP reply must contain at least one support contact — a phone number, an email address, or a support URL.

- **Rule ID:** MSG-074
- **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:** Deterministic (settled in code from the submitted values)
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** CTIA, TCR
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-074/

## Why this rule exists

CTIA requires help routes not to be dead ends. A reply naming the brand but offering no way to reach it satisfies the letter of "respond to HELP" while failing its entire purpose, and it is a named Severity-2 audit finding.

## How to fix it

Add a monitored support email, a phone number that is answered, or a support page URL on the brand domain.

## Example of a compliant value

```text
Acme Coffee: for help email support@acmecoffee.com or call 415-555-0134. Reply STOP to unsubscribe.
```