Why This Rejection Happens
Your Opt-out Confirmation Message (the automated reply to "STOP") does not clearly state who the user has just unsubscribed from.
Root Cause Analysis
The Fix
Add your Brand Name to the beginning or end of the STOP message.
✓ Correct Message
"[Brand Name]: You have successfully unsubscribed and will receive no further messages."
✗ Incorrect Message
"You are unsubscribed." (Too vague)
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What reviewers check for code 6010
Reviewers and carrier test systems send STOP and its equivalents (STOPALL, UNSUBSCRIBE, CANCEL, END, QUIT) to verify that your program honors opt-outs immediately and replies with one confirmation message. That confirmation must identify the brand, state that no further messages will be sent, and contain no marketing. Sample messages and the opt-in flow must also tell subscribers how to opt out.
For code 6010 (STOP Msg Missing Brand Name), the missing piece is the brand name. The brand name must appear so the subscriber knows exactly who is texting. Use the name consumers recognize, and keep it consistent with the registered brand; if you trade under a different name than the legal entity, use the trade name in messages and make sure the website shows the relationship.
Where code 6010 comes from
Code 6010 is a campaign review reason code used to report a specific deficiency found during manual campaign vetting. CSPs surface it in the rejection notice alongside any other codes found in the same review, so check for companion codes before resubmitting. It is marked High severity: it blocks approval, but it is fully fixable by correcting the submission and resubmitting.
Example: opt-out handling for a property management company
The example below uses a fictional property management company, Lakeview Residential, to show the difference between a submission that triggers code 6010 and one that passes.
Rejected:
us: You are unsubscribed and will receive no further messages. Reply START to resubscribe.
Approved:
Lakeview Residential: You are unsubscribed and will receive no further messages. Reply START to resubscribe.
Fix and verify before resubmitting
- Text STOP, STOPALL, UNSUBSCRIBE, CANCEL, END and QUIT to the number and confirm each returns one confirmation.
- Add the brand name where code 6010 flagged it, using the approved wording for Lakeview Residential's program shown above.
- Confirm the number is suppressed in every sending system, including third-party tools.
- Check that the confirmation names the brand and contains no links or offers.
- Submit the exact opt-out confirmation text with the campaign.
- Verify that replying START or UNSTOP re-subscribes only when the subscriber asks.
- Resubmit with a note that references code 6010 and quotes the corrected brand name.
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 Lakeview Residential:
Lakeview Residential corrected the deficiency reported as code 6010 (STOP Msg Missing Brand Name). Changes made: text STOP, STOPALL, UNSUBSCRIBE, CANCEL, END and QUIT to the number and confirm each returns one confirmation; add the brand name where code 6010 flagged it, using the approved wording for Lakeview Residential's program shown above; confirm the number is suppressed in every sending system, including third-party tools. 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 6010 coming back
- Using a platform or agency name instead of the business the consumer signed up with.
- Mentioning the brand only in the website header but not in the consent text itself.
- Abbreviating the brand differently across the form, script and messages.
- Changing the reply at the CSP while a CRM or chatbot still sends its own response.
Related rejection codes
- Code 2122: Verbal Script Missing Brand Name
- Code 8101: Sample Missing Brand Name
- Code 6012: Sample Msg Missing Brand Name
- Code 6007: HELP Msg Missing Brand Name
- Code 6011: STOP Msg Missing Confirmation Text
- Code 30887: Opt-out Workflow Error
- Code 5108: Opt-in Missing Opt-out Info
- Code 5102: Opt-out Missing Confirmation Text
Frequently asked questions about code 6010
Does code 6010 mean the whole campaign is non-compliant?
No. Code 6010 points to one gap: the brand name in your opt-out handling. 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 brand name appear?
Configure the reply on the opt-out keyword handler at your CSP and paste the same text into the campaign. The brand name must appear so the subscriber knows exactly who is texting.
Do I fix my live opt-out handling or only the campaign text?
Both. Configure the opt-out auto-reply at your CSP and submit the identical text with the campaign.