The description must name the business that sends the messages

The requirementstatement

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

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: TwilioAWS
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

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 itremediation

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.

A compliant exampleexample

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

Common mistakespitfalls

"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 codescodes

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

Provider	Code	Resubmit
Twilio	30886	Yes
Twilio	30894	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-035The description must describe this programme, not messaging in generalBlockingBLOCKING 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-037 is one of 94 campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.