{
  "id": "MSG-042",
  "slug": "msg-042",
  "title": "Every message must identify who is sending it",
  "statement": "The message body must identify the entity on whose behalf it is sent, and where relevant give a contact route.",
  "rationale": "Sender identification is the foundational content requirement: a consumer receiving a text from an unknown number has no way to distinguish a legitimate business from a scam. Everything else in the framework assumes the recipient can tell who is texting them.",
  "layer": "MESSAGE_CONTENT",
  "layerSlug": "message-content",
  "object": "campaign.sample[]",
  "severity": "BLOCKING",
  "detectability": [
    "AI_FORM"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "CTIA",
    "TCR",
    "T-Mobile",
    "Bandwidth"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Lead every message with the brand name. Where the message is sent on behalf of another entity, name that entity rather than the platform.",
  "example": "Acme Coffee: your order #4471 is ready for pickup. Reply STOP to opt out.",
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/message-content/msg-042/",
  "markdown": "https://ekas.io/rules/10dlc/message-content/msg-042.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}