{
  "id": "MSG-COLLECTIONS-FIRST-PARTY",
  "slug": "msg-collections-first-party",
  "title": "First-party collections messaging must not use third-party framing",
  "statement": "Campaign content must not promote debt collection presented as third-party activity.",
  "rationale": "First-party collection — a business chasing its own invoice — is registrable, while third-party collection is not. Businesses routinely describe their own collections in agency language, which reads as the prohibited category and gets rejected for something they are not doing.",
  "layer": "MESSAGE_CONTENT",
  "layerSlug": "message-content",
  "object": "campaign.description + campaign.sample[] + campaign.message_flow",
  "severity": "HIGH",
  "detectability": [
    "AI_FORM"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "Twilio",
    "TCR",
    "T-Mobile",
    "AT&T",
    "CTIA"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Describe the messaging as first-party — your business, your customer, your invoice — and remove agency framing and any threatening language from the samples.",
  "example": "Acme Coffee: your invoice #4471 for $240 is now 14 days overdue. Pay at https://acmecoffee.com/pay/4471 or reply HELP to reach us. Reply STOP to opt out.",
  "notes": "Retryable rather than a hard stop, because the usual defect is describing legitimate first-party activity badly.",
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/message-content/msg-collections-first-party/",
  "markdown": "https://ekas.io/rules/10dlc/message-content/msg-collections-first-party.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}