# MSG-137 — No unsolicited bulk messaging

> Campaign content must not promote unsolicited bulk messaging, whatever the content of it is.

- **Rule ID:** MSG-137
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.description + campaign.sample[] + campaign.message_flow`
- **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:** AI judgement over the submitted form
- **Fix type:** Hard stop — not remediable, resubmission will not help
- **Required by:** T-Mobile, CTIA
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-137/

## Why this rule exists

Spam is a category in its own right in the T-Mobile code of conduct and the CTIA principles, independent of whether the content would otherwise be allowed — a perfectly ordinary discount offer sent to people who did not ask for it is refused on the sending pattern alone. This matters because it is the one prohibition a business cannot read off its own message copy: the campaign looks fine and the defect is in where the list came from and how the traffic is shaped. It also carries runtime consequences rather than only registration ones, since carrier filters score volume and complaint rate continuously.

## How to fix it

Say in the message flow where each recipient's consent came from, in a way that names the surface and the wording they saw, and drop any part of the list you cannot trace to one. If the answer is that the list was acquired, the campaign is not registrable on that list — this is not a copy problem and rewriting the samples will not move it.

## Common mistakes

- A clean opt-in on the front of the list does not cover the back of it: reviewers ask about the whole audience, and an imported segment inside an otherwise organic list is what the finding is usually about.

## Provider rejection codes

| Provider | Code | Resubmission allowed |
| --- | --- | --- |
| Twilio | `30007` | yes |
| Bandwidth | `4470` | yes |

## Notes

Runtime enforcement continues after registration — Bandwidth 4470 is a billable per-message spam rejection and Twilio 30007 is carrier filtering — so passing this rule at registration does not settle it for the life of the campaign.