# MSG-DECEPTIVE — Content must not be deceptive, misleading, or impersonating

> Messages must not misrepresent the sender, imitate another brand, or make claims the business cannot support.

- **Rule ID:** MSG-DECEPTIVE
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.sample[] + campaign.description`
- **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:** Hard stop — not remediable, resubmission will not help
- **Required by:** CTIA, T-Mobile, Twilio, TCR, FTC
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-deceptive/

## Why this rule exists

Deception and impersonation are Severity-0 findings that stop all messaging on the program, and they are the categories carriers escalate fastest because they map directly onto fraud. Unlike most defects, these attract per-message violation fees rather than a rejection you can fix and resubmit.

## How to fix it

Remove any content implying an affiliation the business does not have, any urgency claim that is untrue, and any sender identity other than the registered brand.

## Provider rejection codes

| Provider | Code | Resubmission allowed |
| --- | --- | --- |
| Twilio (gen2) | `30962` | no |