# CMP-084 — Message flow must state who opts in and when

> The message-flow / CTA field must state who is opting in and at what moment.

- **Rule ID:** CMP-084
- **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-084/

## Why this rule exists

Which customers, at which point in their journey, is what determines whether the consent scope matches the messages sent. A flow that never says who is subscribing cannot be checked against the samples, and it is the field where list-purchase and scraped-number programmes give themselves away.

## How to fix it

Name the audience and the moment: which customers, at which step. Done when the flow makes clear that only people who took the action are on the list. 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
Customers opt in during checkout, after entering delivery details and before placing the order; only customers who tick the box are subscribed.
```