# MSG-HIGH-RISK-FINANCIAL — No payday, short-term, or high-interest lending content

> Campaign content must not promote payday loans, short-term lending, or high-interest credit offers.

- **Rule ID:** MSG-HIGH-RISK-FINANCIAL
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.description + campaign.sample[] + campaign.message_flow`
- **Severity:** BLOCKING — Breaking this rule gets the submission rejected outright.
- **When it bites:** Gates approval — get this wrong and registration is refused
- **How it is detected:** AI judgement over the submitted form
- **Fix type:** Hard stop — not remediable, resubmission will not help
- **Required by:** Twilio, TCR, T-Mobile, AT&T, CTIA
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-high-risk-financial/

## Why this rule exists

High-risk lending is the category most associated with consumer harm complaints on SMS, and it is coded separately from the ordinary direct-lending attribute. The distinction matters: declaring direct lending is a fixable attribute problem, while promoting payday-style credit is a business-model rejection with no remedy.

## How to fix it

This business model cannot be registered. Regulated lenders sending servicing messages to existing customers are a different category — if that is you, remove the acquisition-style offers and set the direct-lending attribute instead.

## Provider rejection codes

| Provider | Code | Resubmission allowed |
| --- | --- | --- |
| Twilio (gen2) | `30942` | no |