Why This Rejection Happens
The disclosure text on your opt-in form fails to inform consumers how to revoke their consent. You must include the phrase "Reply STOP to cancel" (or "unsubscribe") directly on the form so users know they have an exit strategy before they sign up.
Common Triggers: Forms that include "Text HELP" but forget "Reply STOP," or relying on the Welcome Message to provide opt-out instructions (insufficient for web opt-in).
Root Cause Analysis
Primary Triggers
- Assumed Knowledge: Thinking "everyone knows to reply STOP" so it doesn't need to be written down. Compliance rules require explicit disclosure.
- Timing Error: Believing opt-out instructions only belong in the SMS itself. For web forms, the user must be informed of their right to cancel at the point of data collection.
- Template Error: Using a marketing form template that focuses on conversion ("Join Now!") and strips out mandatory legal text.
Required Elements
| Element | Required Language | Rationale |
|---|---|---|
| Opt-out Command | "Reply STOP to cancel" | Standard industry keyword for revocation. |
| Placement | Visible on Opt-in Form | Consumer must know they can leave before entering. |
| Alternative | "Text STOP to unsubscribe" | Acceptable variation. |
Step-by-Step Remediation
Review Your Form Disclosure
Go to your website. Read the text near the submit button. Does it mention "STOP"? If not, you must edit it.
Add the STOP Instruction
Insert "Reply STOP to cancel" into the text block. It should be grouped with the HELP instruction and fee disclosure.
✓ Compliant Disclosure
"Msg & Data rates may apply. Text HELP for help. Reply STOP to cancel."
✗ Non-Compliant Disclosure
"Text HELP for help. Msg rates apply."
(Missing opt-out instruction.)
Capture New Proof
Take a new screenshot of the updated form and upload it to the TCR portal to prove you have added the required text.
Carrier-Specific Requirements
T-Mobile
- Requires "Reply STOP" instructions to be clear and conspicuous at the point of program enrollment.
AT&T
- Verifies that the opt-out keyword mentioned in the form matches the keyword supported by the gateway (usually STOP). Do not tell users to text "QUIT" if your system only recognizes "STOP."
MyTCRPlus Tools That Can Help
Consent Form Builder
Generates HTML for your form that automatically includes the "Reply STOP to cancel" clause.
Screenshot Hosting Service
Host your updated form screenshot to prove compliance to the vetting team.
Pre-Resubmission Checklist
- The form text includes "Reply STOP to cancel" (or "unsubscribe").
- The text is visible on the form itself.
- The STOP instruction is grouped with HELP and Fees.
- I have updated the live website or screenshot URL.
Common Mistakes to Avoid
❌ "Unsubscribe via link"
Do not tell users to "click the link to unsubscribe" in the SMS disclosure. The primary opt-out method for SMS must be a keyword response (STOP).
❌ "Text END"
Stick to the universal keyword STOP. Using non-standard keywords like END, QUIT, or CANCEL as the primary instruction can cause confusion or technical failures.
Expected Timeline
Related Rejection Codes
This guidance provides general information about 10DLC compliance requirements. The right to revoke consent via a simple keyword command is a core requirement of the messaging ecosystem. Organizations should ensure their opt-in disclosures clearly communicate this right. MyTCRPlus does not provide legal advisory services or regulatory representation.