{
  "id": "OPS-076",
  "slug": "ops-076",
  "title": "Customer-care contact details must recur too",
  "statement": "Customer-care contact instructions must be promoted at opt-in and at regular intervals thereafter, at least monthly.",
  "rationale": "The opt-out is not the only thing a subscriber needs to be able to find; a consumer who does not recognise a message needs a route to a person before their only remaining option is a spam report. HELP covers it on request, but a recipient who does not know HELP exists will not send it, which is why the instruction has to appear rather than wait to be asked for.",
  "layer": "OPERATIONAL",
  "layerSlug": "operational",
  "object": "outbound message cadence",
  "severity": "MEDIUM",
  "detectability": [
    "UNDETECTABLE_PRE_SUBMISSION"
  ],
  "failureClass": "TERMINAL_EXTERNAL",
  "authorities": [
    "CTIA"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Include \"Reply HELP for help\" alongside the opt-out line, and put the support address or number itself into at least one message a month. Done when a subscriber can reach a person without searching for the brand.",
  "example": "Acme Coffee: reply HELP for help or email support@acmecoffee.com. Reply STOP to opt out.",
  "notes": "Absorbs MSG-080, which states the same cadence from the message-content side. A property of live sends. What the user has to do is check the monthly template rather than the sample set — samples almost always carry both lines and live traffic often does not.",
  "catalogIds": [
    "MSG-080"
  ],
  "phase": "post",
  "automated": false,
  "attestation": {
    "question": "Can a subscriber reach a person without searching for the brand — in at least one message a month?",
    "howToCheck": [
      "Check the monthly template rather than the sample set. Samples almost always carry both lines and live traffic often does not.",
      "Include \"Reply HELP for help\" alongside the opt-out line, and put the support address or number itself into at least one message a month."
    ],
    "failureLooksLike": "A recipient who does not recognise a message and does not know HELP exists will not send it. Their only remaining option is a spam report."
  },
  "url": "https://ekas.io/rules/10dlc/operational/ops-076/",
  "markdown": "https://ekas.io/rules/10dlc/operational/ops-076.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}