Send only the message types the subscriber agreed to

The requirementstatement

Message types the subscriber did not consent to must not be sent — a survey to an OTP-only list, marketing to a transactional opt-in.

Severityseverity: BlockingBLOCKINGBreaking this rule gets the submission rejected. There is no partial credit.
When it bitesphase: After you are livepostFalls due once you are sending: STOP handling, quiet hours, suppression, record retention.
What is checkedobject: message type against the consent record scope
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: AWSCTIA
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

Consent has a scope, and the scope is the category described at opt-in, not the sending platform's idea of a contact list. Sending outside it is unconsented messaging however carefully the original opt-in was collected, and it is the failure that turns a well-run programme into a complaint source, because the recipients did opt in — to something else.

How to fix itremediation

Store the consent scope on the record and check it before a send rather than segmenting by list membership. Done when a marketing send cannot include numbers whose consent was transactional.

Check this yourselfattestation

No tool can settle this one for you. Here is the check, and what wrong looks like.

Is the consent scope stored on each record — or is consent a boolean?

1Look at the consent record itself. Where consent is a boolean, this rule cannot be satisfied by any amount of care at send time.
2Check the scope before a send rather than segmenting by list membership.
3Done when a marketing send cannot include numbers whose consent was transactional.

What wrong looks like: A survey to an OTP-only list. The recipients did opt in — to something else — which is what turns a carefully run programme into a complaint source.

Notesnotes

A comparison between a send and a stored scope. What the user has to check is whether the scope is stored at all — where consent is a boolean, this rule cannot be satisfied by any amount of care at send time. OPS-209 and OPS-199 cover recording it.

Rules you will hit next

Other operational rules at the same severity. A registration is judged as a whole, not rule by rule.

OPS-026The universal opt-out keyword set must be declaredBlockingBLOCKING OPS-027Opt-out keyword handling must be declared, not assumedBlockingBLOCKING OPS-029A revocation must survive punctuation, case and surrounding wordsBlockingBLOCKING OPS-031A plainly-worded opt-out counts even with no keyword in itBlockingBLOCKING OPS-033STOP must never come back as an errorBlockingBLOCKING OPS-037On a shared address, STOP must stop everythingBlockingBLOCKING

All operational rules

OPS-150 is one of 139 operational rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.