A recurring programme should expire consent that has gone quiet
The requirementstatement
A recurring programme should describe expiring an opt-in after a long period of subscriber inactivity, with one final notification permitted.
- Severityseverity
- MediumMEDIUMUsually survives review, but lowers your trust score or invites a manual look you would rather avoid.
- 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
- CTIAAWS
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
A subscriber list that only grows eventually consists mostly of numbers that have changed hands, and every one of those is an unconsented message waiting to be sent. Expiry is the cheap version of the reassigned-number problem: it removes the numbers nobody has heard from, which is the same population, without a database lookup. Brands resist it because it shrinks a number they report on.
How to fix itremediation
State an inactivity window after which an opt-in expires — eighteen months is the published figure — and describe the single final message that may be sent before removal. Done when the flow says what happens to a subscriber who never engages.
A compliant exampleexample
Subscribers with no engagement for 18 months receive one final notice and are then removed from the programme.
Notesnotes
Registration-side twin: the expiry job runs long after approval. What we judge is whether the programme has a policy for it, which is the part a reviewer can also see.
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-256 is one of 139 operational rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.