{
  "id": "MSG-078",
  "slug": "msg-078",
  "title": "HELP must be a configured help keyword",
  "statement": "The literal keyword HELP must appear in the configured help keyword set.",
  "rationale": "HELP is the universal keyword handsets and consumers expect, and it must produce a response whether or not the requester is subscribed. Configuring only a custom alternative like INFO leaves the standard route silent.",
  "layer": "MESSAGE_CONTENT",
  "layerSlug": "message-content",
  "object": "campaign.help_keywords",
  "severity": "BLOCKING",
  "detectability": [
    "DETERMINISTIC"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "CTIA",
    "TCR",
    "Twilio"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Add HELP to campaign.help_keywords, alongside any custom alternatives you support. Done when texting the bare word HELP produces the help reply for a subscriber and a non-subscriber alike.",
  "example": "help_keywords: HELP, INFO, SUPPORT",
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/message-content/msg-078/",
  "markdown": "https://ekas.io/rules/10dlc/message-content/msg-078.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}