{
  "id": "MSG-SPAM-STYLE",
  "slug": "msg-spam-style",
  "title": "Messages must not use spam-signal formatting",
  "statement": "Messages must avoid all-caps shouting, excessive punctuation, and obfuscated wording used to evade filters.",
  "rationale": "Carrier filters score message shape as well as content, so these patterns reduce deliverability even on an approved campaign. Character substitution and spacing tricks are treated as deliberate filter evasion, which escalates from filtering to enforcement.",
  "layer": "MESSAGE_CONTENT",
  "layerSlug": "message-content",
  "object": "campaign.sample[]",
  "severity": "MEDIUM",
  "detectability": [
    "AI_FORM"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "CTIA",
    "T-Mobile",
    "Twilio"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Write samples in ordinary sentence case with normal punctuation, and remove any character substitution.",
  "example": "Acme Coffee: 20% off all beans this weekend. Reply STOP to opt out, HELP for help.",
  "pitfalls": [
    "\"FR€E\" or \"C.A.S.H\" reads as deliberate filter evasion, which is worse than the word it hides."
  ],
  "catalogIds": [
    "MSG-126",
    "MSG-127"
  ],
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/message-content/msg-spam-style/",
  "markdown": "https://ekas.io/rules/10dlc/message-content/msg-spam-style.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}