Opt-out Missing Brand Name
Why This Rejection Happens
The automated response message sent to users when they text "STOP" does not identify the brand name. Carriers require that the final confirmation message explicitly states which service the user has unsubscribed from to confirm the action was successful.
Common Triggers: Using a generic "You have unsubscribed" response instead of "You have unsubscribed from [Brand Name] alerts."
Root Cause Analysis
Primary Triggers
- Default Configuration: Many SMS platforms (Twilio, Vonage, etc.) have a default STOP response like "You have successfully unsubscribed." This default is non-compliant for 10DLC brands.
- Brand Name Omission: The response is customized but simply says "Unsubscribed from updates" without naming the specific company.
- Character Limits: Trying to save money/space by cutting the brand name from the confirmation text.
Required Elements
| Element | Requirement | Example |
|---|---|---|
| Confirmation | Confirm Action | "You have successfully unsubscribed..." |
| Identity | Brand Name | "...from Joe's Pizza alerts." |
| Finality | No further messages | "You will receive no further messages." |
Step-by-Step Remediation
Locate Keyword Settings
Log in to your messaging provider dashboard. Find the settings for "Keywords" or "Opt-out Management." Look for the configuration for the keyword STOP.
Customize the Response
Edit the automated reply message. Ensure it follows the format: [Confirmation] from [Brand Name].
✓ Compliant Response
"You have been unsubscribed from North Star Logistics. No further messages will be sent. Reply HELP for help."
✗ Non-Compliant Response
"You have unsubscribed. Goodbye."
(Missing Brand Name)
Update TCR Sample
Go to your TCR campaign registration. Ensure the "Opt-out Message" field matches exactly what you configured in Step 2. Mismatches between the registration data and actual behavior can cause audits to fail.
Carrier-Specific Requirements
T-Mobile
- Strictly enforces the presence of the Brand Name in the STOP response. This is a primary check for their vetting process.
AT&T
- Requires the opt-out confirmation to be the final message. Do not send a "Sorry to see you go, here is a coupon" message afterwards. That is a violation.
MyTCRPlus Tools That Can Help
Keyword Response Generator
Create compliant response templates for STOP, HELP, and UNSTOP keywords that include all mandatory placeholders.
Use This Tool →Message Flow Validator
Test your keyword responses against carrier rules before you submit your campaign.
Use This Tool →Pre-Resubmission Checklist
- The "Opt-out Message" field contains the Brand Name.
- The Brand Name matches the registration (Code 2006 check).
- The message confirms the unsubscribe action.
- I have configured this response in my actual messaging platform.
Common Mistakes to Avoid
❌ Leaving it Blank
Some platforms allow you to leave the custom response blank to use the "system default." Never do this. Always customize it to ensure the Brand Name is present.
❌ Marketing in the STOP Message
Do not try to win them back in the STOP response. "You unsubscribed. Reply JOIN to get 10% off" is risky and often flagged as ignoring the opt-out.
Expected Timeline
This guidance provides general information about 10DLC compliance requirements. Proper handling of opt-out requests is critical for TCPA compliance. Organizations must ensure that "STOP" requests are processed immediately and confirmed with a compliant final message. MyTCRPlus does not provide legal advisory services or regulatory representation.