Every message must identify who is sending it
The requirementstatement
The message body must identify the entity on whose behalf it is sent, and where relevant give a contact route.
- 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.sample[]
- Where it liveslayer
- Message contentMESSAGE_CONTENT
- 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
- CTIATCRT-MobileBandwidth
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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 itremediation
Lead every message with the brand name. Where the message is sent on behalf of another entity, name that entity rather than the platform.
A compliant exampleexample
Acme Coffee: your order #4471 is ready for pickup. Reply STOP to opt out.
Rules you will hit next
6 other rules read campaign.sample[]. 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-SAMPLE-COUNTAt least two sample messages are requiredBlockingBLOCKINGCMP-SAMPLE-LENEach sample message must be 20–1024 charactersBlockingBLOCKINGMSG-031Sample messages must be in EnglishBlockingBLOCKINGMSG-171Messages must not harass, intimidate or threaten the recipientBlockingBLOCKINGMSG-210A political donation programme may not include gaming-related fundraisingBlockingBLOCKINGMSG-215Samples must not collect information to qualify a consumer for a loanBlockingBLOCKING
MSG-042 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.