The policy must carry opt-out instructions of its own
The requirementstatement
The privacy policy must give opt-out instructions inside the policy itself.
- Severityseverity
- HighHIGHRejected by at least one carrier or provider, and a common cause of failure at the rest.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- privacy policy body
- Where it liveslayer
- Policy pagesPOLICY_PAGE
- How Ekas settles itdetectability
- AI · crawlCRAWL
- Needs your live site or policy page fetched and read. Ekas crawls it the way a reviewer would.
- What the fix involvesfailureClass
- Fix the policyTERMINAL_POLICY
- The fix lives in your privacy policy or SMS terms. Ekas can generate the missing clauses.
- Who requires itauthorities
- TwilioRingoverSakariMessageDesk
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
The policy is where someone looks when the last message has scrolled away and they want out, so pointing at the messages rather than restating the route leaves them where they started. It costs one sentence and it removes the most common reason a consumer complains to the carrier instead of to the brand.
How to fix itremediation
Add the keyword and one other route to the messaging section of the policy. Done when a reader who has never received a message still knows how to stop them.
A compliant exampleexample
Reply STOP to any Acme Coffee message to unsubscribe, or email support@acmecoffee.com and we will remove you.
Provider rejection codescodes
The code you get back when this rule is what failed, and whether that provider lets you resubmit.
| Provider | Code | Resubmit |
|---|---|---|
| Twiliogen1 | 30908 | Yes |
Notesnotes
Naming one route as the only one fails POL-117 — list the keyword and say other reasonable requests are honoured too.
Rules you will hit next
6 other rules read privacy policy body. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
POL-050Privacy policy must state mobile opt-in data is not shared or soldBlockingBLOCKINGPOL-063A policy that says mobile opt-in data is shared is refused outrightBlockingBLOCKINGPOL-078A political brand is held to the same data-sharing banBlockingBLOCKINGPOL-079A charity policy must bar anyone but the charity from using subscriber dataBlockingBLOCKINGPOL-109A cart-reminder programme must say how abandonment is detectedBlockingBLOCKINGPOL-053The clause must say NOT SHARED, not merely "not sold"HighHIGH
POL-097 is one of 157 policy pages rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.