# CMP-048 — Emergency framing requires the emergency use case

> A campaign may not describe itself as sending emergency or public-safety alerts unless EMERGENCY is declared and genuinely applies.

- **Rule ID:** CMP-048
- **Layer:** Campaign (`CAMPAIGN`)
- **Checks:** `campaign.description ↔ campaign.usecase`
- **Severity:** HIGH — Rejected by at least one carrier or provider, and a common cause of failure at the rest.
- **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-048/

## Why this rule exists

The emergency use case buys priority treatment and relaxed filtering, so describing ordinary traffic as urgent is an attempt — usually unwitting — to claim deliverability the programme is not entitled to. Businesses reach it through vocabulary rather than intent: an outage notice or a weather closure feels like an emergency, and the word costs the campaign its approval.

## How to fix it

Describe the messages in operational terms — "service interruption notices", "closure announcements" — and reserve emergency language for the declared EMERGENCY use case, which is restricted to genuine public-safety senders. Done when no field claims urgency the use case does not carry.

## Example of a compliant value

```text
Acme Coffee sends store closure notices during severe weather — not "Acme Coffee sends emergency alerts to customers".
```

## Provider rejection codes

| Provider | Code | Resubmission allowed |
| --- | --- | --- |
| Twilio | `30929` | yes |