If a required SMS keyword is already in use in another business unit, what is the recommended remedy?

• A. Request a platform unlock
• B. Delete the keyword from the other BU
• C. Choose a new unique keyword
• D. Attempt to force assign across BUs

Answer: (C)

Keywords used for SMS must be unique across the entire Marketing Cloud account. When that required keyword is already in use by another business unit, the only workable remedy is to choose a new keyword that isn’t in use anywhere in the account. This avoids ambiguity in routing opt-ins and ensures messages go to the correct BU’s campaigns and lists.

Options like unlocking the platform, deleting the keyword from the other BU, or forcing the assignment across BUs don’t resolve the ownership issue and aren’t appropriate for this scenario. Picking a new unique keyword keeps the setup clean and prevents future conflicts. Consider establishing a naming convention to reduce collisions in the future.