{
  "id": "MSG-263",
  "slug": "msg-263",
  "title": "An abandoned-cart message must carry an opt-out notice",
  "statement": "Every abandoned-cart reminder must tell the recipient how to stop receiving them.",
  "rationale": "The cart reminder is the message most likely to feel like surveillance: it arrives because the recipient looked at something and did not buy it, and it is the one people most want to stop on the spot. CTIA singles it out for a per-message opt-out notice for that reason, rather than letting it rely on the notice in some earlier message of the programme. Retailers omit it in good faith because the reminder is short by design and every character is fighting for the click — which is exactly the pressure the rule exists to overrule.",
  "layer": "MESSAGE_CONTENT",
  "layerSlug": "message-content",
  "object": "cart-reminder message body",
  "severity": "BLOCKING",
  "detectability": [
    "AI_FORM"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "CTIA"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Add \"Reply STOP to opt out\" to the cart-reminder template itself, not only to the welcome message. Done when the reminder carries it on its own, read in isolation, with no earlier message in the thread.",
  "example": "Acme Coffee: you left the Ethiopia Guji in your basket. Finish up at https://acmecoffee.com/cart Reply STOP to opt out.",
  "notes": "Universal rather than tagged, because TCR has no use case for abandoned-cart messaging — it is a shape a MARKETING or MIXED campaign takes, and no fact on the registration declares it. The condition is carried in the criteria, which open with a PASS boundary for every campaign that sends no cart reminders.",
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/message-content/msg-263/",
  "markdown": "https://ekas.io/rules/10dlc/message-content/msg-263.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}