# CMP-045 — The programme must be application-to-person, not personal messaging

> A campaign must describe application-to-person business messaging, not person-to-person or influencer-to-follower messaging.

- **Rule ID:** CMP-045
- **Layer:** Campaign (`CAMPAIGN`)
- **Checks:** `campaign.description + campaign.message_flow`
- **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 when the use case is NOT SOCIAL.
- **Canonical URL:** https://ekas.io/rules/10dlc/campaign/cmp-045/

## Why this rule exists

10DLC exists for business messaging with consent behind it. A description reading as a person texting their contacts, or a public figure broadcasting to followers, does not fit the framework — and influencer programmes in particular usually have no per-number consent record at all, because the audience was acquired as followers rather than as subscribers.

## How to fix it

Describe the programme as business messaging from the registered entity to consumers who opted in with that entity, and say where those consumers opted in. Done when the description names the business as sender and an opt-in surface as the source of the list. If the programme genuinely is a public figure messaging followers, the SOCIAL use case is the route, not a reworded description.

## Example of a compliant value

```text
Acme Coffee sends order updates and promotions to customers who opted in at checkout — not "I text my followers about new drops".
```

## Notes

Catalog CMP-046 flags the tension with the TCR SOCIAL use case, which Vonage restricts to exactly public figures, platforms and influencers (see CMP-140). Tagged to exclude SOCIAL so the rule does not reject the one use case built for it. SOCIAL is not in USE_CASE_REQUIREMENTS yet, so today the tag documents the carve-out rather than firing.