Content must not be deceptive, misleading, or impersonating
The requirementstatement
Messages must not misrepresent the sender, imitate another brand, or make claims the business cannot support.
- 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[] + campaign.description
- 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
- CTIAT-MobileTwilioTCRFTC
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
Deception and impersonation are Severity-0 findings that stop all messaging on the program, and they are the categories carriers escalate fastest because they map directly onto fraud. Unlike most defects, these attract per-message violation fees rather than a rejection you can fix and resubmit.
How to fix itremediation
Remove any content implying an affiliation the business does not have, any urgency claim that is untrue, and any sender identity other than the registered brand.
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 | 30962 | No |
Rules you will hit next
6 other rules read campaign.sample[] + campaign.description. 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-034Samples must not be framed as test, demo or machine-to-machine trafficBlockingBLOCKINGMSG-045Samples must not impersonate another organisationBlockingBLOCKINGMSG-175Content must not invade privacy, defame, or otherwise cause harmBlockingBLOCKINGMSG-177Content must not depict or facilitate substance abuseBlockingBLOCKINGMSG-179Alcohol content must not be aimed at people under the drinking ageBlockingBLOCKINGMSG-209A charity programme may not run games of chance or recurring donationsBlockingBLOCKING
MSG-DECEPTIVE is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.