Messages must not use spam-signal formatting
The requirementstatement
Messages must avoid all-caps shouting, excessive punctuation, and obfuscated wording used to evade filters.
- Severityseverity
- MediumMEDIUMUsually survives review, but lowers your trust score or invites a manual look you would rather avoid.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- campaign.sample[]
- 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
- Fix the fieldRETRY_FIELD
- A better value in the form fixes it. Ekas can rewrite it and re-check.
- Who requires itauthorities
- CTIAT-MobileTwilio
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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 itremediation
Write samples in ordinary sentence case with normal punctuation, and remove any character substitution.
A compliant exampleexample
Acme Coffee: 20% off all beans this weekend. Reply STOP to opt out, HELP for help.
Common mistakespitfalls
- "FR€E" or "C.A.S.H" reads as deliberate filter evasion, which is worse than the word it hides.
Rules you will hit next
6 other rules read campaign.sample[]. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
CMP-SAMPLE-COUNTAt least two sample messages are requiredBlockingBLOCKINGCMP-SAMPLE-LENEach sample message must be 20–1024 charactersBlockingBLOCKINGMSG-031Sample messages must be in EnglishBlockingBLOCKINGMSG-042Every message must identify who is sending itBlockingBLOCKINGMSG-171Messages must not harass, intimidate or threaten the recipientBlockingBLOCKINGMSG-210A political donation programme may not include gaming-related fundraisingBlockingBLOCKING
MSG-SPAM-STYLE is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.