An opted-out consumer must be able to come back
The requirementstatement
The programme must leave a published route back for a consumer who opted out and later wants the messages again.
- 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.message_flow + campaign.optin_keywords
- Where it liveslayer
- OperationalOPERATIONAL
- 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
- T-MobileBirdCTIA
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
Opting out is not meant to be permanent exile, and a consumer who wants their order alerts back should not have to phone somebody. The route matters more than it sounds: where none exists, the consumer either goes without or is re-added by staff without a fresh opt-in, which converts a support request into an unconsented enrolment. Programmes lose the route by accident, when the signup page starts checking the suppression list and silently drops the resubmission.
How to fix itremediation
Keep the published call-to-action open to previously-opted-out numbers, and support START (or UNSTOP) where the campaign accepts keyword opt-in, so the consumer can rejoin from the handset. Say which route exists in the message flow. Done when a number that texted STOP can rejoin without an agent touching the record.
A compliant exampleexample
A consumer who opted out can rejoin at any time by texting START, or by opting in again at acmecoffee.com/signup; each rejoin is recorded as a new consent.
Notesnotes
Registration-side twin: whether START is honoured is runtime behaviour. What is decidable now is whether a route back was designed at all, and whether the flow says re-enrolment is treated as fresh consent rather than as reactivating an old record.
Rules you will hit next
Other operational rules at the same severity. A registration is judged as a whole, not rule by rule.
OPS-032A help request containing a stop-word is not an opt-outMediumMEDIUMOPS-042Somebody has to own revocations that arrive in conversationMediumMEDIUMOPS-050The opt-out confirmation is worth sending inside five minutesMediumMEDIUMOPS-051Only ask which messages to stop when there is more than one kindMediumMEDIUMOPS-057Log the sends you did not makeMediumMEDIUMOPS-063Opt-out records must not be shared onwardMediumMEDIUM
OPS-062 is one of 139 operational rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.