10DLC rejection reasons · Critical
Sample messages missing opt-out language
At least one sample message has to show recipients how to stop. Missing opt-out language is an easy rejection to earn and an easy one to fix.
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Rejection said “Sample messages do not include opt-out (STOP) language”? Decode that exact wording →
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Carriers require that customers can always opt out, and they want to see proof of it in your samples. Usually the first or initial message a customer receives should include something like "Reply STOP to opt out" or "Text STOP to unsubscribe." If none of your samples show this, the reviewer cannot confirm you handle opt-out correctly, and the campaign is rejected.
This is separate from your STOP keyword auto-reply, which is the message someone gets after they text STOP. Both matter. The sample requirement is about demonstrating, in the messages you submit, that opt-out is present and visible to the recipient. It does not need to be in every single sample, but it needs to be in at least one, typically the welcome or first message.
To fix it, add opt-out language to your initial sample and resubmit. Fix will insert compliant STOP language into your samples automatically when it rebuilds them.
The fix
Include 'Reply STOP to opt out' (or 'Text STOP to unsubscribe') in at least one sample message.
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Common questions
Does every 10DLC sample message need STOP language?
No, but at least one does, typically the first or welcome message. Reviewers want to see that opt-out is present and visible somewhere in your submitted samples.
What is the difference between STOP in a sample and a STOP auto-reply?
The sample shows recipients how to opt out inside a normal message. The STOP auto-reply is the confirmation a customer receives after they text STOP. Carriers check for both.