{
  "id": "OPS-066",
  "slug": "ops-066",
  "title": "Watch the opt-out rate, and act at both thresholds",
  "statement": "The per-campaign opt-out rate must be monitored, audited above roughly 0.5% on a send, and the campaign suspended with a root-cause analysis above 4% in 24 hours.",
  "rationale": "The opt-out rate is the earliest honest signal that a list is not what it was thought to be, and it moves before complaints do. The two thresholds mean different things: the lower one says audit where these numbers came from, the higher one says stop, because a rate that high is usually a purchased list or a consent scope nobody checked, and carriers act on it whether or not you do.",
  "layer": "OPERATIONAL",
  "layerSlug": "operational",
  "object": "per-campaign opt-out rate",
  "severity": "BLOCKING",
  "detectability": [
    "UNDETECTABLE_PRE_SUBMISSION"
  ],
  "failureClass": "TERMINAL_EXTERNAL",
  "authorities": [
    "T-Mobile",
    "TCR"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Report the opt-out rate per send and per rolling day, alarm at 0.5% and 4%, and write down what each alarm triggers — a consent audit at the lower, an immediate pause and root-cause analysis at the higher. Done when the numbers have owners rather than dashboards.",
  "example": "Send of 40,000 → 260 opt-outs (0.65%) → consent audit on the segment before the next send.",
  "notes": "Absorbs OPS-067, the higher threshold on the same monitor. Needs live traffic. What the user has to do is decide now who is paged at 4% and what authority they have to stop a send, because the window in which acting helps is hours.",
  "catalogIds": [
    "OPS-067"
  ],
  "phase": "post",
  "automated": false,
  "attestation": {
    "question": "Who is paged when the opt-out rate hits 4% in 24 hours, and do they have the authority to stop a send?",
    "howToCheck": [
      "Report the rate per send and per rolling day, and alarm at 0.5% and 4%.",
      "Write down what each alarm triggers: a consent audit at the lower, an immediate pause and root-cause analysis at the higher.",
      "Name the person now — the window in which acting helps is hours."
    ],
    "failureLooksLike": "A rate that high is usually a purchased list or a consent scope nobody checked, and carriers act on it whether or not you do. Dashboards without owners are how the hours pass."
  },
  "url": "https://ekas.io/rules/10dlc/operational/ops-066/",
  "markdown": "https://ekas.io/rules/10dlc/operational/ops-066.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}