# MSG-078 — HELP must be a configured help keyword

> The literal keyword HELP must appear in the configured help keyword set.

- **Rule ID:** MSG-078
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.help_keywords`
- **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, Twilio
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-078/

## Why this rule exists

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.

## How to fix it

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 of a compliant value

```text
help_keywords: HELP, INFO, SUPPORT
```