Opt-in Instructions Missing STOP Instructions
Why This Rejection Happens
The "Call-to-Action" (CTA) description you provided does not inform the consumer how they can opt-out of the messaging program. You must explicitly state in your description that the opt-in disclosure includes "Reply STOP to cancel" (or "unsubscribe").
Common Triggers: Writing a description that summarizes the user flow but forgets to mention the opt-out right presented to the user.
Root Cause Analysis
Primary Triggers
- Incomplete Summary: You summarized the opt-in process ("User checks box") but didn't summarize the content of the checkbox text (which must include STOP instructions).
- Omission: The actual web form has the instruction, but your written description of the form omitted it. The vetting agent checks both for consistency.
- "First Message" Assumption: Believing that opt-out instructions only need to be in the first text message, not in the opt-in disclosure description.
Required Elements
| Element | Required Phrasing in Description | Why? |
|---|---|---|
| Opt-out Command | "reply STOP to cancel" | Standard industry opt-out keyword. |
| Confirmation | "user is informed that..." | Shows you understand the requirement. |
| Consistency | Match web form / script | Don't describe it if it's not actually there. |
Step-by-Step Remediation
Review Your CTA Description
Go to the "Message Flow" or "Call-to-Action" field in your campaign registration. Read your current text.
Add the STOP Instruction
Update the description to confirm that the opt-out instruction is presented to the user.
✓ Compliant Description
"Users opt-in via web form. The form disclosure states: 'Receive SMS alerts from [Brand]. Text HELP for help. Reply STOP to cancel.'"
✗ Non-Compliant Description
"Users opt-in via web form. They can text HELP for support."
(Missing STOP instruction.)
Align with Visuals
Ensure that the screenshot or URL you provided actually shows this text. If you claim it's there in the description but the image shows otherwise, you will be rejected for inconsistency.
Carrier-Specific Requirements
T-Mobile
- Requires "Reply STOP" instructions to be clear and conspicuous at the point of program enrollment.
AT&T
- Strictly enforces the presence of opt-out instructions in the description field. "Unsubscribe anytime" should be paired with the specific keyword "STOP".
MyTCRPlus Tools That Can Help
Campaign Description Generator
Use our wizard to generate a description that includes the mandatory STOP instruction language automatically.
Use This Tool →Pre-Resubmission Checklist
- The description text includes "Reply STOP to cancel" (or "unsubscribe").
- The visual proof (URL/Image) also shows this text.
- I have not used "Text NO" or other non-standard keywords.
- I have updated the text in the portal.
Common Mistakes to Avoid
❌ "Unsubscribe link"
Do not describe an unsubscribe link as the primary opt-out method for SMS. SMS opt-out must be keyword-based (STOP).
❌ "Text END"
Stick to the standard keywords: STOP, CANCEL, UNSUBSCRIBE. Avoiding non-standard keywords helps ensure carrier compliance.
Expected Timeline
This guidance provides general information about 10DLC compliance requirements. Providing clear instructions for opting out is a mandatory component of A2P messaging programs. Organizations should ensure their descriptions accurately reflect the opt-out options provided to consumers. MyTCRPlus does not provide legal advisory services or regulatory representation.