{
  "id": "OPS-151",
  "slug": "ops-151",
  "title": "Separate marketing traffic once volume matters",
  "statement": "At medium-to-high volume, marketing traffic should sit on its own campaign and number set, with a separate short code per brand and per message type.",
  "rationale": "Marketing is what draws complaints and filtering, and mixing it with transactional traffic means a filtering event takes the order confirmations down with the promotions. Separation limits the blast radius: the campaign that gets throttled is the one that earned it, and the messages customers actually need keep arriving.",
  "layer": "OPERATIONAL",
  "layerSlug": "operational",
  "object": "campaign and number segmentation by traffic type",
  "severity": "MEDIUM",
  "detectability": [
    "HUMAN"
  ],
  "failureClass": "TERMINAL_EXTERNAL",
  "authorities": [
    "Bird",
    "SignalWire",
    "AWS"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Register marketing and transactional traffic as separate campaigns on separate numbers once volume justifies the second registration. Done when a filtering event on promotions cannot affect order updates.",
  "notes": "An architecture decision inside the sending account. What the user has to weigh is the cost of a second registration against the cost of transactional traffic being filtered alongside marketing — the second is usually much larger and much later.",
  "phase": "post",
  "automated": false,
  "attestation": {
    "question": "Could a filtering event on your promotions take your order confirmations down with it?",
    "howToCheck": [
      "Check whether marketing and transactional traffic share a campaign and a number set.",
      "Weigh the cost of a second registration against the cost of transactional traffic being filtered alongside marketing — the second is usually much larger and arrives much later.",
      "Separate them once volume justifies it."
    ],
    "failureLooksLike": "Marketing is what draws complaints and filtering. Mixed traffic means the throttle lands on the order updates customers actually need."
  },
  "url": "https://ekas.io/rules/10dlc/operational/ops-151/",
  "markdown": "https://ekas.io/rules/10dlc/operational/ops-151.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}