No content promoting, glorifying or inciting violence

The requirementstatement

Campaign content must not promote violence, threats or physical harm.

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: TwilioT-MobileCTIABandwidth
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

T-Mobile treats depictions and endorsements of violence as illicit content in their own right, independent of whether any protected group is targeted — so a campaign can clear the hate-speech screen and still be refused here. The consumer-protection reason is blunt: SMS is a channel with no way to warn or filter before the words are on the screen, and the recipient did not choose to see them. Businesses hit this through marketing register rather than intent, with copy about destroying the competition or killing it at the gym read literally by a screen that has no sense of humour.

How to fix itremediation

Remove the violent framing and describe what the business actually does. Where the copy was figurative, the fix is to say the literal thing instead: "our fastest sale of the year" rather than "prices we are murdering". If violence is genuinely the subject — an entertainment title, a game — no source publishes a carve-out for promoting it by SMS.

Provider rejection codescodes

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

Provider	Code	Resubmit
Twiliogen2	30954	No

Notesnotes

Twilio codes hate and violence to the same Gen-2 code, 30954, so a rejection under it does not tell you which of the two fired. The registry keeps them apart because the copy that causes each is different: MSG-SHAFT-HATE is content aimed at a group, this is content about harm.

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-137No unsolicited bulk messagingBlockingBLOCKING MSG-161SHAFT screening covers every campaign field, not a sample of themBlockingBLOCKING MSG-164No underage, non-consensual or illegal sexual themesBlockingBLOCKING 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-170 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.