No unsolicited bulk messaging

The requirementstatement

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

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.description + campaign.sample[] + campaign.message_flow
Where it liveslayer: Message contentMESSAGE_CONTENT
How Ekas settles itdetectability: AI · formAI_FORM; A semantic question about what you wrote: whether a description matches a use case, whether a name looks like a filed entity. Judged by a model against written criteria.
What the fix involvesfailureClass: Hard stopHARD_STOP; Not remediable. Resubmitting will not help, and anyone offering to fix it is selling you a rejection.
Who requires itauthorities: T-MobileCTIA
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

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 itremediation

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 mistakespitfalls

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 codescodes

The code you get back when this rule is what failed, and whether that provider lets you resubmit.

Provider	Code	Resubmit
Twilio	30007	Yes
Bandwidth	4470	Yes

Notesnotes

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.

Rules you will hit next

6 other rules read campaign.description + campaign.sample[] + campaign.message_flow. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.

MSG-161SHAFT screening covers every campaign field, not a sample of themBlockingBLOCKING MSG-164No underage, non-consensual or illegal sexual themesBlockingBLOCKING MSG-170No content promoting, glorifying or inciting violenceBlockingBLOCKING MSG-182No explosives, fireworks or pyrotechnics contentBlockingBLOCKING MSG-183No weapons that are not legal in all fifty statesBlockingBLOCKING MSG-190No kratom or drug-paraphernalia contentBlockingBLOCKING

All message content rules

MSG-137 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.