# MSG-SPAM-STYLE — Messages must not use spam-signal formatting

> Messages must avoid all-caps shouting, excessive punctuation, and obfuscated wording used to evade filters.

- **Rule ID:** MSG-SPAM-STYLE
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.sample[]`
- **Severity:** MEDIUM — Usually survives review, but lowers your trust score or invites manual review.
- **When it bites:** Gates approval — get this wrong and registration is refused
- **How it is detected:** AI judgement over the submitted form
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** CTIA, T-Mobile, Twilio
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-spam-style/

## Why this rule exists

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.

## How to fix it

Write samples in ordinary sentence case with normal punctuation, and remove any character substitution.

## Example of a compliant value

```text
Acme Coffee: 20% off all beans this weekend. Reply STOP to opt out, HELP for help.
```

## Common mistakes

- "FR€E" or "C.A.S.H" reads as deliberate filter evasion, which is worse than the word it hides.