# OPS-151 — Separate marketing traffic once volume matters

> 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.

- **Rule ID:** OPS-151
- **Layer:** Operational (`OPERATIONAL`)
- **Checks:** `campaign and number segmentation by traffic type`
- **Severity:** MEDIUM — Usually survives review, but lowers your trust score or invites manual review.
- **When it bites:** Falls due after approval, once you are live and sending
- **How it is detected:** Human check — only someone holding the document can settle it
- **Fix type:** Wait on an external system or a required interval
- **Required by:** Bird, SignalWire, AWS
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/operational/ops-151/

## Why this rule exists

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.

## How to fix it

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.

## Check this yourself

**Could a filtering event on your promotions take your order confirmations down with it?**

1. Check whether marketing and transactional traffic share a campaign and a number set.
2. 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.
3. Separate them once volume justifies it.

*What wrong looks like:* Marketing is what draws complaints and filtering. Mixed traffic means the throttle lands on the order updates customers actually need.

## 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.