10DLC rejection reasons · Critical
STOP response not provided or non-compliant
When someone texts STOP, they must get a reply confirming they are unsubscribed. Missing or unclear STOP handling is a rejection.
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STOP is the other required keyword response. When a recipient texts STOP, they have to receive a confirmation that they are unsubscribed and will get no further messages from your brand. This is both a compliance requirement and a legal one, and carriers check that your campaign handles it correctly before they approve it.
A compliant STOP reply confirms the opt-out in plain language, names the brand, and states that no more messages will be sent. It can also tell the user how to opt back in or reach HELP. Most messaging platforms handle STOP at the carrier level automatically, but your campaign still has to declare the response, so the reviewer needs to see it in your registration.
To fix it, provide STOP copy that confirms the unsubscribe and resubmit. Cleared to Send produces compliant STOP copy along with your HELP and privacy language.
The fix
Provide STOP copy confirming the user is unsubscribed and will receive no further messages from the brand.
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Common questions
What should a 10DLC STOP reply say?
It should confirm the person is unsubscribed and will receive no further messages from your brand, in plain language and under 320 characters. Naming the brand and offering HELP is good practice.
Doesn't my provider handle STOP automatically?
Most providers enforce STOP at the carrier level, but your campaign registration still has to declare the STOP response. Leaving it blank is a rejection even if the provider would handle the opt-out.