# CMP-079 — Message flow must describe the consumer-facing opt-in action

> The message-flow / CTA field must state how the consumer is told about the programme and what they do to join.

- **Rule ID:** CMP-079
- **Layer:** Campaign (`CAMPAIGN`)
- **Checks:** `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:** TCR, Twilio, Bandwidth, AWS
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/campaign/cmp-079/

## Why this rule exists

The flow must describe the experience, not the plumbing: what the consumer sees, and the specific action they take. This is what lets a reviewer decide the action was affirmative rather than passive — the difference between a box someone ticked and a form someone submitted while consent was assumed.

## How to fix it

Describe the control the consumer sees, its label, and the action they take on it. Done when the text names a deliberate act — ticking, texting, signing, saying yes. Put it in campaign.message_flow itself — this field is graded on its own text, not on what a reviewer would find by opening your site.

## Example of a compliant value

```text
Beneath the delivery fields the customer sees an unchecked box labelled "Text me offers" with the disclosure printed beside it, and ticks it before placing the order.
```