OptLint
Opt-in, call to action and keywords

HELP reply rejected (Twilio 30890): what your HELP message must include

Codes: Twilio 30890, 30486, 30531, 30570 · Proxy 6007-6009 · TF 1307
Last reviewed by Adam Hale

Short answer

Your HELP auto-reply must name your brand and give a real support contact: phone, email or website. On toll-free it should also say “Message and data rates may apply” and how to opt out, in 255 characters or fewer. Your call to action must also tell people they can reply HELP.

What you'll see

WhereCodeWording
Twilio, HighLevel30890“Campaign vetting rejection - Subscriber Help”
Twilio (toll-free)30486 / 30531“HELP keyword response must meet requirements”
Twilio (both)30570“Call-to-Action is missing customer support instructions”
Bandwidth Proxy, Infobip6007-6009HELP reply missing the brand or a support contact; HELP email doesn't match the registered support email
Toll-free (Bandwidth, Sinch)1307“HELP Keyword Response Must Meet Compliance Requirements”
Telnyx, Bandwidth611HELP reply must contain the brand and a support contact

Text in curly quotes is the provider's wording; the rest is our summary.

Why it happens

How to fix it

  1. Start with your brand name.
  2. Add one or two working contact methods: a support email, phone number or support page.
  3. Use the same email address you registered as the brand's support email (Proxy 6009, Sinch CR8003).
  4. Add “Message and data rates may apply. Reply STOP to opt out.”, which toll-free reviewers expect.
  5. Keep it under 255 characters, and write real values: Bandwidth's guide says no placeholders.
  6. Add “Reply HELP for help” to your call to action and opt-in confirmation.

Gets rejected

Reply STOP to stop.

Gets approved more often

Bright Smile Dental: For help, email hello@brightsmiledental.com or call (512) 555-0134. Message and data rates may apply. Reply STOP to opt out.

CTIA's baseline, from the Short Code Monitoring Handbook: At a minimum, Message Senders must respond to messages containing the HELP keyword with the Program name and further information about how to contact the Message Sender. Twilio's toll-free guide adds that HELP, INFO and SUPPORT replies must include the brand and a support contact, up to 255 characters.

Check before you resubmit. Every rejection costs days, and often another $15 vetting fee. Paste your description, message flow, samples and policy text into the free preflight check, or generate a consistent set with the campaign builder.

Preflight checkCampaign builder

Frequently asked questions

Which keywords count as HELP?

HELP and INFO are standard. Twilio's toll-free guide also lists SUPPORT. Configure all three to return the same reply.

Can I just send my website?

A support page URL counts as contact information, but a phone number or email is clearer for reviewers. Many approved replies include both.

Does the email have to match my brand registration?

If the reply includes an email address, it should match the support email on your registered brand. Bandwidth's Proxy code 6009 and Sinch CR8003 reject mismatches.

Sources

  1. CTIA Short Code Monitoring Handbook v1.9 (effective 2023-08-02)
  2. Twilio: Toll-Free Verification Onboarding Guide (updated 2026-09-24)
  3. Twilio: A2P 10DLC Campaign Onboarding Guide (updated 2026-09-24)
  4. Bandwidth: Proxy Connector vetting rejection reasons (2026-03-17)
  5. Bandwidth: Toll-free verification rejection reasons (modified 2026-09-15)
  6. Bandwidth: 10DLC vetting guide (2026-08-18)
  7. Sinch: 10DLC campaign rejection codes (updated 2026-09-28)
  8. HighLevel: A2P campaign rejections, required fixes and vetting errors (modified 2026-09-09)

Rules change often and providers sometimes disagree; where they do, this page says so. This is general information, not legal advice, and no one can guarantee approval. See the disclaimer.

Related problems

Registering for clients or several industries?

The Approval Kit adds industry template packs, opt-in and policy page templates, and an agency checklist.