Separate marketing traffic once volume matters

JSONMarkdown

The requirementstatement

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.

Severityseverity
MediumMEDIUMUsually survives review, but lowers your trust score or invites a manual look you would rather avoid.
When it bitesphase
After you are livepostFalls due once you are sending: STOP handling, quiet hours, suppression, record retention.
What is checkedobject
campaign and number segmentation by traffic type
Where it liveslayer
OperationalOPERATIONAL
How Ekas settles itdetectability
Human checkHUMAN
Only someone holding the document or making the call can settle it. Ekas tells you exactly what to look at.
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
BirdSignalWireAWS
When it appliesapplicabilityText
Applies to every 10DLC registration.

Why this rule existsrationale

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 itremediation

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 yourselfattestation

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

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

  1. 1Check whether marketing and transactional traffic share a campaign and a number set.
  2. 2Weigh 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. 3Separate 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.

Notesnotes

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.

Rules you will hit next

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

OPS-032A help request containing a stop-word is not an opt-outMediumMEDIUMOPS-042Somebody has to own revocations that arrive in conversationMediumMEDIUMOPS-050The opt-out confirmation is worth sending inside five minutesMediumMEDIUMOPS-051Only ask which messages to stop when there is more than one kindMediumMEDIUMOPS-057Log the sends you did not makeMediumMEDIUMOPS-062An opted-out consumer must be able to come backMediumMEDIUM

All operational rules

OPS-151 is one of 139 operational rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.

Reading the rules is the easy part.

Ekas runs every rule that gates approval, 823 of these 915, against your registration before it reaches the carrier. It reads your site, your policy pages and your opt-in the way a reviewer would, and hands you the fix, not just the verdict.

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