The description must describe this programme, not messaging in general

The requirementstatement

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

Severityseverity: BlockingBLOCKINGBreaking this rule gets the submission rejected. There is no partial credit.
When it bitesphase: Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
What is checkedobject: campaign.description
Where it liveslayer: CampaignCAMPAIGN
How Ekas settles itdetectability: AI · formAI_FORM; A semantic question about what you wrote: whether a description matches a use case, whether a name looks like a filed entity. Judged by a model against written criteria.
What the fix involvesfailureClass: Fix the fieldRETRY_FIELD; A better value in the form fixes it. Ekas can rewrite it and re-check.
Who requires itauthorities: BandwidthPlivoVonageSinchHighLevel
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

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 itremediation

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.

A compliant exampleexample

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 mistakespitfalls

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 codescodes

The code you get back when this rule is what failed, and whether that provider lets you resubmit.

Provider	Code	Resubmit
Bandwidth	2002	Yes
Bandwidth	2001	Yes

Rules you will hit next

6 other rules read campaign.description. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.

CMP-037The description must name the business that sends the messagesBlockingBLOCKING CMP-DESC-LENCampaign description must be 40–4096 charactersBlockingBLOCKING MSG-DESC-QUALITYCampaign description must explain who, what, and how they opted inBlockingBLOCKING CMP-041The description must say how often the messages comeHighHIGH CMP-042A programme that asks for money must say soHighHIGH CMP-051A first-party lender must use the phrase the reviewer looks forHighHIGH

All campaign rules

CMP-035 is one of 94 campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.