HELP must be a configured help keyword
The requirementstatement
The literal keyword HELP must appear in the configured help keyword set.
- 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_keywords
- Where it liveslayer
- Message contentMESSAGE_CONTENT
- How Ekas settles itdetectability
- DeterministicDETERMINISTIC
- Settled in code from the values you submitted. No model involved, no judgement call, same answer every time.
- 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 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 itremediation
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.
A compliant exampleexample
help_keywords: HELP, INFO, SUPPORT
Rules you will hit next
One other rule reads campaign.help_keywords. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
OPS-HELP-ONE-TIMEHELP must be supported even on one-time programmesBlockingBLOCKINGMSG-008Opt-in confirmation must be 20–255 charactersBlockingBLOCKINGMSG-009HELP reply must be 20–255 charactersBlockingBLOCKINGMSG-011Opt-out confirmation must be 20–255 charactersBlockingBLOCKINGMSG-018An MMS campaign must attach at least one sample media fileBlockingBLOCKINGMSG-019Each MMS sample file must sit under its per-type size ceilingBlockingBLOCKING
MSG-078 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.