Every compliant texting program has to handle two keywords automatically: STOP, which opts a person out, and HELP, which returns information about who's texting and how to get assistance. HELP gets less attention than STOP, but carriers require it, and a missing or wrong HELP response is a compliance gap. Here's what your HELP auto-reply has to say.
What must a HELP response include?
When someone replies HELP, the automatic response should identify the sender and tell the person how to get support and how to opt out. In practice that means the HELP reply names the campaign, points to help (a contact or link), and reminds the recipient they can text STOP to opt out. It's a short, standard message, but it has to be there and it has to be accurate, because it's how a confused or concerned recipient gets oriented.
Why do carriers require HELP handling?
Because it's part of the consumer-protection baseline that keeps texting trustworthy. STOP lets people leave; HELP lets people find out who's contacting them and get assistance. Carriers enforce both as conditions of sending, and they screen for them during registration. A program that handles STOP but not HELP is incomplete in the carriers' eyes, which can affect deliverability and standing.
How does HELP fit with the rest of compliance?
It's the companion to STOP, and both should be built into the platform, automatic, instant, and always on. Along with clear sender identification in your messages, HELP is part of making sure a voter always knows who's texting them and what to do about it. The whole cluster, STOP, HELP, sender ID, disclaimers, serves one goal: a recipient is never left wondering who this is or how to make it stop. Set HELP up once, correctly, and it handles itself.
Frequently asked questions
What does a HELP text response need to say?
It should identify the campaign, tell the person how to get help (a contact or link), and remind them they can text STOP to opt out. It's a short, standard, accurate auto-reply.
Is HELP handling required?
Yes. Carriers require automatic HELP handling alongside STOP as a condition of sending, and they screen for it during registration. A program missing HELP is incomplete and can face deliverability issues.
How is HELP different from STOP?
STOP opts a person out of messages; HELP returns information about who's texting and how to get assistance. Both must be automatic and instant, and both are carrier requirements.
Keep reading: handling opt-outs the right way and what is a sender ID?. For the rules, see the FCC.
This is general information, not legal advice, current as of the date above.