{
  "id": "CMP-035",
  "slug": "cmp-035",
  "title": "The description must describe this programme, not messaging in general",
  "statement": "The campaign description must describe this specific programme rather than restating that the business sends messages.",
  "rationale": "A description that would fit any business tells a reviewer nothing they can check against the samples, the use case or the opt-in, so there is no way to approve it and the only safe verdict is refusal. It is rarely laziness: the field is presented as an administrative box rather than as the case for the campaign, so people answer the question they think was asked — \"do you send texts?\" — instead of the one that was.",
  "layer": "CAMPAIGN",
  "layerSlug": "campaign",
  "object": "campaign.description",
  "severity": "BLOCKING",
  "detectability": [
    "AI_FORM"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "Bandwidth",
    "Plivo",
    "Vonage",
    "Sinch",
    "HighLevel"
  ],
  "codes": [
    {
      "provider": "Bandwidth",
      "code": "2002",
      "remediable": true
    },
    {
      "provider": "Bandwidth",
      "code": "2001",
      "remediable": true
    }
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Rewrite the description naming your business, the people who receive the messages, what those messages contain, and where those people opted in. Done when swapping in a competitor's name would make the sentence false.",
  "example": "Acme Coffee sends weekly promotional offers, seasonal sale notifications and rewards balance updates to customers who ticked the marketing consent box at checkout on acmecoffee.com.",
  "pitfalls": [
    "Padding a generic description to clear the 40-character floor makes it longer without making it specific, and length is not what is being graded."
  ],
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/campaign/cmp-035/",
  "markdown": "https://ekas.io/rules/10dlc/campaign/cmp-035.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}