No manufactured urgency

The requirementstatement

Messages must not manufacture urgency — neither a security pretext such as an account about to be suspended, nor a commercial countdown, scarcity or deadline that is not real.

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[]
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: TwilioAWS
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

Urgency is the mechanism every SMS scam runs on, because a person who believes they have ninety seconds does not check the sender. Carriers therefore screen for the pattern rather than for the underlying truth, which is why an honest retailer running a fake countdown that resets every night is filtered alongside the phishing traffic it resembles. Twilio names both halves — "your account will be suspended" as the security pretext, fake countdowns and false scarcity as the commercial one — and codes them to rejections that are not eligible for resubmission.

How to fix itremediation

Take the deadline out unless it is real and you can show when it was set. A genuine sale that ends on Sunday can say so; a countdown that restarts, a "last chance" sent monthly, or a stock figure nobody is counting cannot. Where the message concerns a real account event, describe what happened and let the recipient act in their own time rather than telling them what is about to be lost.

Common mistakespitfalls

Softening the wording while keeping the mechanism does not settle it — "ending soon" on a promotion that never ends is the same finding as a countdown clock.

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	30960	No
Twiliogen2	30962	No

Notesnotes

Absorbs the catalog's separate artificial-urgency row (MSG-247). The two are one judgement about the same defect: MSG-246 is the security pretext, MSG-247 the commercial one, and a rule that split them would report one message twice.

Rules you will hit next

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

CMP-SAMPLE-COUNTAt least two sample messages are requiredBlockingBLOCKING CMP-SAMPLE-LENEach sample message must be 20–1024 charactersBlockingBLOCKING MSG-031Sample messages must be in EnglishBlockingBLOCKING MSG-042Every message must identify who is sending itBlockingBLOCKING MSG-171Messages must not harass, intimidate or threaten the recipientBlockingBLOCKING MSG-210A political donation programme may not include gaming-related fundraisingBlockingBLOCKING

All message content rules

MSG-246 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.