Subscriber HELP Message Error

Why This Rejection Happens

This code is specific to the "Subscriber Help" or "HELP Keyword" functionality. Your campaign configuration or sample messages failed to provide a valid, compliant response for users who text "HELP". The response must include the Brand Name and a support contact method.

• Sample HELP message: "How can we help you?" (Missing contact info).
• Missing Brand Name in the HELP response.
• The support email/phone provided is invalid or a placeholder.

Root Cause Analysis

Primary Triggers

• Dead End: A user texting HELP usually wants to talk to a human or get support. A generic auto-reply doesn't solve their problem, so carriers mandate contact details.
• Identity Confusion: Without the Brand Name in the HELP response, the user doesn't know who is messaging them, leading to spam reports.

The Perfect HELP Response

Copy & Paste:

Must include: 1. Brand Name. 2. Email OR Phone. 3. Fee disclosure.

Step-by-Step Remediation

Identify the Gap

Check your "Subscriber Help Message" field in TCR. Does it have an email or phone number? If not, that's the error.

Update the Message

Rewrite the message using the template above. Ensure the contact info is real and monitored.

Pre-Resubmission Checklist

• The HELP message starts with my Brand Name.
• I provided a valid support email or phone number.

Fix It Faster

Generate compliant keywords.

Don't Leave Them Hanging

A helpful auto-reply reduces frustration and support tickets.

What reviewers check for code 30890

Carriers require every program to answer the HELP keyword. Reviewers text HELP or read your submitted HELP response and check for the brand name, a way to reach support (phone number, email or URL) and opt-out instructions. The contact details must work and must match the brand: a support email on a different domain or a disconnected phone number is treated as a failure.

For code 30890 (Subscriber HELP Message Error), the missing piece is the HELP instructions. Subscribers must be told that they can text HELP for assistance. The standard wording is "Reply HELP for help". The HELP keyword must return the brand name, a support contact and opt-out instructions.

Where code 30890 comes from

Code 30890 is one of the brand and campaign registration errors Twilio returns in its 30xxx error range when vetting fails. Other CSPs report the same underlying problem under their own reason codes, so the remediation below applies on any platform. It has a documented fix that usually needs one targeted correction and a resubmission.

Example: HELP response for a hair salon

The example below uses a fictional hair salon, Studio Juniper Salon, to show the difference between a submission that triggers code 30890 and one that passes.

Rejected:

HELP -> (no reply)   or   "Text us if you have questions."

Approved:

Studio Juniper Salon: For help, call (555) 642-1180 or email hello@studiojuniper.com. Up to 5 msgs/month. Msg & data rates may apply. Reply STOP to opt out.

Fix and verify before resubmitting

1. Text HELP and INFO to the number and confirm a single reply arrives.
2. Add the HELP instructions where code 30890 flagged it, using the approved wording for Studio Juniper Salon's program shown above.
3. Call the support number and send a test email to confirm both are monitored.
4. Use a support email on the brand's own domain where possible.
5. Paste the exact HELP response into the campaign's HELP message field.
6. Make sure the HELP reply also repeats STOP instructions.
7. Resubmit with a note that references code 30890 and quotes the corrected HELP instructions.

Sample resubmission note

Many CSPs let you add a note for the reviewer when you resubmit. A short, specific note shows what changed and speeds up the second review. Example for Studio Juniper Salon:

Studio Juniper Salon corrected the deficiency reported as code 30890 (Subscriber HELP Message Error). Changes made: text HELP and INFO to the number and confirm a single reply arrives; add the HELP instructions where code 30890 flagged it, using the approved wording for Studio Juniper Salon's program shown above; call the support number and send a test email to confirm both are monitored. All URLs, keywords and auto-replies were re-tested from an external network before this resubmission, and the campaign text now matches the live opt-in exactly.

Common mistakes that keep code 30890 coming back

• Listing a support email but never mentioning the HELP keyword.
• Writing "contact us" without a working phone, email or URL.
• Forgetting to configure the HELP auto-reply at the CSP.
• Configuring HELP on one number in the pool but not the others.

Related rejection codes

• Code 2128: Opt-in Form Missing HELP Instructions
• Code 6002: Opt-in Msg Missing HELP Info
• Code 2119: Verbal Script Missing HELP Instructions
• Code 5107: Opt-in Missing HELP Info
• Code 6009: HELP Email Mismatch
• Code 6008: HELP Msg Missing Contact Info
• Code 6007: HELP Msg Missing Brand Name
• Code 611: Keyword Responses Incomplete

Frequently asked questions about code 30890

Does code 30890 mean the whole campaign is non-compliant?

No. Code 30890 points to one gap: the HELP instructions in your HELP response. Fix that gap, check the rest of the submission against the same checklist, and resubmit. Reviewers often list only the first deficiency they find, so a full self-check prevents a second rejection.

Where exactly should the HELP instructions appear?

Set the HELP keyword auto-reply at your CSP and use the same wording in the campaign. Subscribers must be told that they can text HELP for assistance.

Do I fix my live HELP response or only the campaign text?

Both. Configure the HELP auto-reply at your CSP and submit the identical text with the campaign.

Legal Disclaimer: Code 30890 ensures compliance with 2-way communication standards. If a user asks for help, you must provide it.

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