{
  "id": "OPS-146",
  "slug": "ops-146",
  "title": "Identical bodies across a bulk send fingerprint the campaign",
  "statement": "Message body wording should vary across a bulk send rather than being byte-identical to every recipient.",
  "rationale": "Filters fingerprint exact bodies, so a million identical messages are one signature seen a million times and a single spam report can suppress the lot. Varying the wording is not evasion — it is the difference between a campaign that degrades gracefully under a complaint and one that stops entirely.",
  "layer": "OPERATIONAL",
  "layerSlug": "operational",
  "object": "body variance across a bulk send",
  "severity": "LOW",
  "detectability": [
    "UNDETECTABLE_PRE_SUBMISSION"
  ],
  "failureClass": "TERMINAL_EXTERNAL",
  "authorities": [
    "Plivo",
    "Vonage"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Personalise at least one element per message — the recipient name, the item, the store — so bodies differ while the offer does not. Done when no two messages in a send are byte-identical.",
  "example": "Acme Coffee: {{first_name}}, 20% off {{last_bought}} this weekend at {{store}}. Reply STOP to opt out.",
  "pitfalls": [
    "Random character insertion or deliberate misspelling is evasion rather than variance, and it is prohibited outright — vary the content, not the spelling. OPS-072 covers that line."
  ],
  "notes": "A property of a real send. What the user has to check is whether their template has any per-recipient field at all — a template with none produces identical bodies however sophisticated the platform is.",
  "phase": "post",
  "automated": false,
  "attestation": {
    "question": "Does your template contain any per-recipient field at all?",
    "howToCheck": [
      "Open the template and look for a merge field — the recipient name, the item, the store.",
      "A template with none produces byte-identical bodies however sophisticated the platform is.",
      "Vary the content, never the spelling: random characters or deliberate misspellings are evasion and prohibited outright."
    ],
    "failureLooksLike": "A million identical messages are one signature seen a million times, so a single spam report suppresses the lot rather than degrading the campaign gracefully."
  },
  "url": "https://ekas.io/rules/10dlc/operational/ops-146/",
  "markdown": "https://ekas.io/rules/10dlc/operational/ops-146.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}