# CMP-035 — The description must describe this programme, not messaging in general

> The campaign description must describe this specific programme rather than restating that the business sends messages.

- **Rule ID:** CMP-035
- **Layer:** Campaign (`CAMPAIGN`)
- **Checks:** `campaign.description`
- **Severity:** BLOCKING — Breaking this rule gets the submission rejected outright.
- **When it bites:** Gates approval — get this wrong and registration is refused
- **How it is detected:** AI judgement over the submitted form
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** Bandwidth, Plivo, Vonage, Sinch, HighLevel
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/campaign/cmp-035/

## Why this rule exists

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.

## How to fix it

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 of a compliant value

```text
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.
```

## Common mistakes

- 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.

## Provider rejection codes

| Provider | Code | Resubmission allowed |
| --- | --- | --- |
| Bandwidth | `2002` | yes |
| Bandwidth | `2001` | yes |