# CMP-037 — The description must name the business that sends the messages

> The campaign description must name the business whose messages these are, not the platform or agency registering on its behalf.

- **Rule ID:** CMP-037
- **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:** Twilio, AWS
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/campaign/cmp-037/

## Why this rule exists

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.

## How to fix it

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 of a compliant value

```text
Riverside Dental texts patients who booked online about upcoming appointments — not "Northstar sends appointment reminders on behalf of dental practices".
```

## Common mistakes

- "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.

## Provider rejection codes

| Provider | Code | Resubmission allowed |
| --- | --- | --- |
| Twilio | `30886` | yes |
| Twilio | `30894` | yes |