Identical bodies across a bulk send fingerprint the campaign
The requirementstatement
Message body wording should vary across a bulk send rather than being byte-identical to every recipient.
- Severityseverity
- LowLOWBest practice. Worth fixing, rarely fatal on its own.
- When it bitesphase
- After you are livepostFalls due once you are sending: STOP handling, quiet hours, suppression, record retention.
- What is checkedobject
- body variance across a bulk send
- Where it liveslayer
- OperationalOPERATIONAL
- How Ekas settles itdetectability
- Post-submissionUNDETECTABLE_PRE_SUBMISSION
- The subject does not exist yet at submission time: a reply window, an expiring PIN, a queue position. Reported with its deadline.
- What the fix involvesfailureClass
- Wait on someone elseTERMINAL_EXTERNAL
- Needs an external system or a waiting period, such as IRS propagation, a vetting result, or a carrier queue.
- Who requires itauthorities
- PlivoVonage
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
How to fix itremediation
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.
A compliant exampleexample
Acme Coffee: {{first_name}}, 20% off {{last_bought}} this weekend at {{store}}. Reply STOP to opt out.Common mistakespitfalls
- 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.
Check this yourselfattestation
No tool can settle this one for you. Here is the check, and what wrong looks like.
Does your template contain any per-recipient field at all?
- 1Open the template and look for a merge field — the recipient name, the item, the store.
- 2A template with none produces byte-identical bodies however sophisticated the platform is.
- 3Vary the content, never the spelling: random characters or deliberate misspellings are evasion and prohibited outright.
What wrong looks like: 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.
Notesnotes
Rules you will hit next
Other operational rules at the same severity. A registration is judged as a whole, not rule by rule.
OPS-146 is one of 139 operational rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.