{
  "id": "CMP-037",
  "slug": "cmp-037",
  "title": "The description must name the business that sends the messages",
  "statement": "The campaign description must name the business whose messages these are, not the platform or agency registering on its behalf.",
  "rationale": "The consumer who receives the message consented to hear from a particular business, and the vetting is meant to establish that this business is real and reachable. A description written around the platform vets the wrong company entirely, so the review proves nothing about the sender — and it happens by default, because the platform is the one filling in the form and its own name is the one it has to hand.",
  "layer": "CAMPAIGN",
  "layerSlug": "campaign",
  "object": "campaign.description",
  "severity": "BLOCKING",
  "detectability": [
    "AI_FORM"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "Twilio",
    "AWS"
  ],
  "codes": [
    {
      "provider": "Twilio",
      "code": "30886",
      "remediable": true
    },
    {
      "provider": "Twilio",
      "code": "30894",
      "remediable": true
    }
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Write the description in the end customer's voice: their business name as sender, their customers as recipients, their opt-in surface as the source. Your platform belongs on the CSP record and nowhere in this field. Done when the description names the same business as the brand record.",
  "example": "Riverside Dental texts patients who booked online about upcoming appointments — not \"Northstar sends appointment reminders on behalf of dental practices\".",
  "pitfalls": [
    "\"Sent via Northstar\" reads as a disclosure and is still the platform in the field. Naming the platform anywhere in the description invites the reviewer to vet it instead."
  ],
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/campaign/cmp-037/",
  "markdown": "https://ekas.io/rules/10dlc/campaign/cmp-037.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}