# MobileConnect keywords, codes and MobilePush provisioning

*Marketing Cloud Engagement Consultant Study Guide · Account Configuration · Last updated November 3, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-engagement-consultant/account-configuration/mobileconnect-keywords-codes-and-mobilepush-provisioning*

How MobileConnect handles STOP, HELP and Next keywords, conversation windows and opt-in templates across business units, what governs SMS and MMS codes by country and during a migration, and which MobilePush credentials break sending when they expire or collide.

- Certification: Salesforce Marketing Cloud Engagement Consultant
- Exam section: Account Configuration
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-engagement-consultant

**Official exam objective:**

> Given a scenario, demonstrate knowledge of features and troubleshooting of Mobile Studio.

## What the exam expects

- Diagnose why a STOP or reply text did or didn't unsubscribe, trigger a Next keyword or confirm an opt-in.
- Decide where HELP and STOP keywords live in an Enterprise 2.0 account and how keywords are shared on one code.
- Choose opt-in template settings for age checks and duplicate opt-ins.
- Explain country enablement, MMS support and the checklist for moving a code.
- Troubleshoot MobilePush apps from their APNs and Firebase credentials.
- Key terms: **short or long code** (the number contacts text and receive SMS from); **keyword** (the word that routes an inbound text to a message); **global STOP keyword** (a built-in unsubscribe word); **conversation window** (the time MobileConnect listens for a reply to a keyword); **Bundle ID** (the identifier of an iOS app in MobilePush).

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Global STOP words | STOP, QUIT, CANCEL, END, UNSUBSCRIBE, REVOKE, OPT OUT | [Global STOP Keywords](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_default_stop_keywords.htm&type=5&language=en_US) |
| STOP match position | Before the first space; unsubscribes from all keywords on the code | [Global STOP Keywords](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_default_stop_keywords.htm&type=5&language=en_US) |
| HELP and STOP in Enterprise 2.0 | Top-level keywords apply to every unit on that code | [STOP Keywords](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_stop_keywords.htm&type=5&language=en_US) |
| STOP response length | Over 160 characters splits into two sends | [Custom STOP Keyword](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_create_a_custom_stop_keyword.htm&type=5&language=en_US) |
| Conversation window | Default 60 minutes; 10 minutes to 7 days | [Configure a Window](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_configure_conversation_window.htm&type=5&language=en_US) |
| STOP during a Next window | Global Stop handling supersedes the window | [Conversation Windows](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_conversation_windows.htm&type=5&language=en_US) |
| Keyword sharing | Each unique keyword on one business unit only | [SMS Codes FAQ](https://help.salesforce.com/s/articleView?id=000383747&language=en_US&type=1) |
| Country not enabled | Another enabled code in the account is used | [SMS Codes FAQ](https://help.salesforce.com/s/articleView?id=000383747&language=en_US&type=1) |
| MMS countries | United States and Canada only | [SMS Codes FAQ](https://help.salesforce.com/s/articleView?id=000383747&language=en_US&type=1) |
| Duplicate opt-ins | Allow a single opt-in per mobile number | [Mobile Opt-In](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_mobile_opt-in.htm&type=5&language=en_US) |
| Expired APNs certificate | Blocks creating, sending and selecting that app's messages | [Provisioning Info](https://help.salesforce.com/s/articleView?id=mktg.mc_mp_provisioning_info.htm&type=5&language=en_US) |

## Check yourself

- Why should a STOP response stay within 160 characters?
- When would an admin open the Message Detail Report for STOP issues?
- Which MobileConnect template never opens a conversation window?
- Does uploading a new icon for a MobilePush app change the icon on its notifications?

## Sources

- [STOP Keywords in MobileConnect](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_stop_keywords.htm&type=5&language=en_US)
- [Global STOP Keywords](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_default_stop_keywords.htm&type=5&language=en_US)
- [Create a Custom STOP Keyword in MobileConnect](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_create_a_custom_stop_keyword.htm&type=5&language=en_US)
- [MobileConnect Conversation Windows](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_conversation_windows.htm&type=5&language=en_US)
- [Configure a MobileConnect Conversation Window](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_configure_conversation_window.htm&type=5&language=en_US)
- [Create a Mobile Opt-In Message in MobileConnect](https://help.salesforce.com/s/articleView?id=mktg.mc_moc_mobile_opt-in.htm&type=5&language=en_US)
- [Engagement - FAQ for SMS Codes in Marketing Cloud Engagement](https://help.salesforce.com/s/articleView?id=000383747&language=en_US&type=1)
- [Add Provisioning Info to Your App](https://help.salesforce.com/s/articleView?id=mktg.mc_mp_provisioning_info.htm&type=5&language=en_US)
- [MobilePush App Administration](https://help.salesforce.com/s/articleView?id=mktg.mc_overview_mobilepush_administration.htm&type=5&language=en_US)
- [Mobile Studio in Marketing Cloud Engagement](https://help.salesforce.com/s/articleView?id=mktg.mc_mobile_studio.htm&type=5&language=en_US)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 10 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Engagement Consultant pack (USD $19): https://www.certifyforce.com/practice-exams