# MSG-042 — Every message must identify who is sending it

> The message body must identify the entity on whose behalf it is sent, and where relevant give a contact route.

- **Rule ID:** MSG-042
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.sample[]`
- **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:** CTIA, TCR, T-Mobile, Bandwidth
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-042/

## Why this rule exists

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.

## How to fix it

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 of a compliant value

```text
Acme Coffee: your order #4471 is ready for pickup. Reply STOP to opt out.
```