Consent left unused for a month must be reconfirmed
The requirementstatement
Where no message is sent within 30 days of collecting consent, the programme must reconfirm by double opt-in before its first send.
- Severityseverity
- BlockingBLOCKINGBreaking this rule gets the submission rejected. There is no partial credit.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- campaign.message_flow
- Where it liveslayer
- OperationalOPERATIONAL
- How Ekas settles itdetectability
- AI · formAI_FORM
- A semantic question about what you wrote: whether a description matches a use case, whether a name looks like a filed entity. Judged by a model against written criteria.
- What the fix involvesfailureClass
- Fix the fieldRETRY_FIELD
- A better value in the form fixes it. Ekas can rewrite it and re-check.
- Who requires itauthorities
- T-MobileCTIA
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
A consumer who signed up and heard nothing for a month has usually forgotten, changed number, or moved on, and the first message they eventually get reads as unsolicited — which is how it gets reported. The 30-day rule exists because that first message is also the one most likely to arrive at a reassigned number. Programmes hit it by launching a signup form months before the messaging goes live, which is the ordinary way to build a list and the exact shape the rule is about.
How to fix itremediation
Describe the reconfirmation: numbers with no message inside 30 days of opt-in receive a single confirmation asking them to reply YES, and are not messaged further until they do. Done when the flow says what happens to a signup that goes unmessaged for a month.
A compliant exampleexample
Numbers not messaged within 30 days of opt-in are sent one reconfirmation ("Reply YES to confirm you still want Acme Coffee texts") and receive nothing further unless they reply.Common mistakespitfalls
- Sending the delayed first message with an opt-out line attached is not reconfirmation — the consumer is being messaged on stale consent, and the opt-out arrives after the message they did not expect.
Notesnotes
Registration-side twin: whether the 30-day clock is honoured is runtime behaviour. What is decidable now is whether the programme has a rule for the case, which matters most for a list built before launch.
Rules you will hit next
6 other rules read campaign.message_flow. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
CMP-003Message flow must not begin or end with whitespaceBlockingBLOCKINGCMP-059Message flow must describe the mechanism end to endBlockingBLOCKINGCMP-060Every opt-in method in use must be listed in the message flowBlockingBLOCKINGCMP-061Each declared method needs its own complete workflow paragraphBlockingBLOCKINGCMP-072Message flow must state the message typesBlockingBLOCKINGCMP-073Message flow must state message frequencyBlockingBLOCKING
OPS-251 is one of 139 operational rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.