Emergency framing requires the emergency use case
The requirementstatement
A campaign may not describe itself as sending emergency or public-safety alerts unless EMERGENCY is declared and genuinely applies.
- Severityseverity
- HighHIGHRejected by at least one carrier or provider, and a common cause of failure at the rest.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- campaign.description ↔ campaign.usecase
- 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
How to fix itremediation
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.
A compliant exampleexample
Acme Coffee sends store closure notices during severe weather — not "Acme Coffee sends emergency alerts to customers".
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 | 30929 | Yes |
Rules you will hit next
Other campaign rules at the same severity. A registration is judged as a whole, not rule by rule.
CMP-048 is one of 94 campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.