Why This Rejection Happens
The first confirmation message (the "Opt-in Message") sent to new subscribers failed to include instructions on how to opt out. Carriers require the phrase "Reply STOP to cancel" (or "unsubscribe") to be present in the very first message the user receives.
Common Triggers: A welcome message that says "Thanks for joining!" but omits the mandatory "Reply STOP to cancel" instruction.
Root Cause Analysis
Primary Triggers
- Omission: The template creator forgot to include the opt-out instruction in the welcome message.
- Character Limits: The phrase was cut to save space or money, assuming the user already knows how to opt out. This is a violation.
- Misunderstanding: Thinking opt-out instructions are only needed in subsequent marketing messages, not the initial confirmation.
Required Elements
| Element | Required Language | Rationale |
|---|---|---|
| Opt-out Command | "Reply STOP to cancel" | Tells user the specific keyword to use. |
| Alternative | "Text STOP to end" | Acceptable variation. |
| Placement | First Message | Must be in the confirmation SMS. |
Step-by-Step Remediation
Review Your "Opt-in Message"
Go to your campaign registration. Look at the "Opt-in Message" or "Sample 1" field.
✓ Compliant Message
"[Brand]: You are subscribed. Msg freq varies. Msg & data rates may apply. Reply HELP for help, STOP to cancel."
✗ Non-Compliant Message
"[Brand]: You are subscribed. Reply HELP for help."
(Missing STOP instruction.)
Update Your Platform
Log in to your SMS provider and add the opt-out instruction to your automated welcome message template.
Update Registration
Paste the updated message text into the TCR portal. Ensure it matches your live system configuration.
Carrier-Specific Requirements
T-Mobile
- Requires "Reply STOP" instructions to be clear and conspicuous in the first message sent to the handset.
AT&T
- Strictly enforces the presence of both STOP and HELP instructions in the initial message flow.
MyTCRPlus Tools That Can Help
Message Flow Validator
Check if your Opt-in Message meets all compliance criteria, including opt-out instructions.
Keyword Response Generator
Generate a compliant welcome message template.
Pre-Resubmission Checklist
- The message includes "Reply STOP to cancel" (or similar).
- The disclosure is in the first message (Opt-in).
- I have updated the "Opt-in Message" sample in the portal.
- I have updated the live platform configuration.
Common Mistakes to Avoid
❌ "Text END"
Stick to the standard keyword STOP. Using non-standard keywords like END or QUIT as the primary instruction is risky.
❌ "Unsubscribe link"
Do not tell users to "click the link to unsubscribe" in the first SMS. The primary opt-out method must be a keyword response (STOP).
Expected Timeline
Related Rejection Codes
This guidance provides general information about 10DLC compliance requirements. The right to revoke consent via a simple keyword is a core consumer protection. Organizations should ensure their initial confirmation message clearly communicates this right. MyTCRPlus does not provide legal advisory services or regulatory representation.