Message flow must describe the consumer-facing opt-in action
The requirementstatement
The message-flow / CTA field must state how the consumer is told about the programme and what they do to join.
- 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.message_flow
- 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
- TCRTwilioBandwidthAWS
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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 itremediation
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.
A compliant exampleexample
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.
Rules you will hit next
6 other rules read campaign.message_flow. 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-003Message flow must not begin or end with whitespaceBlockingBLOCKINGCMP-059Message flow must describe the mechanism end to endBlockingBLOCKINGCMP-060Every opt-in method in use must be listed in the message flowBlockingBLOCKINGCMP-061Each declared method needs its own complete workflow paragraphBlockingBLOCKINGCMP-072Message flow must state the message typesBlockingBLOCKINGCMP-073Message flow must state message frequencyBlockingBLOCKING
CMP-079 is one of 94 campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.