Samples must match what the printed or in-person call to action promised

The requirementstatement

Where consent is collected on paper, at a point of sale, by QR code or by keyword, the samples must match the programme the printed call to action described.

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.sample[] <-> offline CTA artifact
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: Fix the fieldRETRY_FIELD; A better value in the form fixes it. Ekas can rewrite it and re-check.
Who requires itauthorities: TwilioAerialink
When it appliesapplicabilityText: Applies when consent was collected by paper form, point of sale, QR code and text-to-join keyword.

Why this rule existsrationale

An offline call to action is the whole of the consent record — the consumer never saw a web page, so the poster, the form or the counter card is the only thing they agreed to. When the samples describe a different programme there is nothing to fall back on, which is why reviewers compare the two directly and why the mismatch is fatal rather than fixable by adding a disclosure. It happens because the print run is long-lived: the card was designed for appointment reminders two years ago and the programme now sends offers, and nobody reprints a counter card to match a campaign registration.

How to fix itremediation

Read the artifact you uploaded as evidence and register the samples that match it. Where the programme has genuinely moved on, the artifact is the thing that has to change — reprint the card or the poster with the current programme described, collect consent against that, and upload the new version. Done when the content types in the samples all appear in the printed call to action.

A compliant exampleexample

Poster: "Text SHELTER to 55512 for Riverside Shelter capacity updates and volunteer alerts. Msg frequency varies. Msg & data rates may apply." — samples show a capacity update and a volunteer alert, and nothing else.

Common mistakespitfalls

A QR code that has been reprinted but still points at the old landing page fails this on the destination rather than on the print, and the artifact looks correct in the upload.

Provider rejection codescodes

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

Provider	Code	Resubmit
Twiliogen1	30893	Yes

Rules you will hit next

Other message content rules at the same severity. A registration is judged as a whole, not rule by rule.

MSG-008Opt-in confirmation must be 20–255 charactersBlockingBLOCKING MSG-009HELP reply must be 20–255 charactersBlockingBLOCKING MSG-011Opt-out confirmation must be 20–255 charactersBlockingBLOCKING MSG-018An MMS campaign must attach at least one sample media fileBlockingBLOCKING MSG-019Each MMS sample file must sit under its per-type size ceilingBlockingBLOCKING MSG-031Sample messages must be in EnglishBlockingBLOCKING

All message content rules

MSG-148 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.