No hate speech

The requirementstatement

Campaign content must not promote hate speech or content attacking a protected group.

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: TwilioTCRT-MobileAT&TCTIA
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

The H in SHAFT. This is one of the few categories where carriers act on a single message rather than a pattern, because the reputational exposure of carrying it is immediate. It is also the letter with the most uniform treatment — every provider that publishes a code refuses without condition, so unlike alcohol or tobacco there is no provider to shop for and nothing to build.

How to fix itremediation

Remove the content entirely. There is no compliant framing, no age gate and no use case that carries it, and no provider offers a conditional path — so unlike the alcohol and tobacco letters there is nothing to build and nothing to confirm with your provider first.

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
Bandwidth	705	No
Infobip	7012	No

Notesnotes

Twilio codes hate and violence to one Gen-2 code (30954), so a rejection under it does not say which fired. MSG-170 holds the violence side and MSG-171 the hostility aimed at the recipient.

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-170No content promoting, glorifying or inciting violenceBlockingBLOCKING MSG-182No explosives, fireworks or pyrotechnics contentBlockingBLOCKING MSG-183No weapons that are not legal in all fifty statesBlockingBLOCKING

All message content rules

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