Campaign description must explain who, what, and how they opted in
The requirementstatement
The description must state who receives the messages, what those messages contain, and how recipients consented.
- 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.description
- 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
- TCRTwilioBandwidthAWS
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
The description is the first thing a reviewer reads and the basis on which everything else is judged. A description that restates the use-case name gives them nothing to verify against, and is the most frequently cited reason for a campaign-description rejection.
How to fix itremediation
Write three things explicitly: the audience, the message content, and the opt-in source. Name the business and the website rather than describing a generic program.
A compliant exampleexample
Acme Coffee sends weekly promotional offers, new product announcements, and loyalty rewards updates to customers who opted in via the checkout consent checkbox at acmecoffee.com or in person at our Mission St store. Messages include discount codes and store event invitations.
Common mistakespitfalls
- "Marketing messages to our customers" restates the use case and will be rejected as too vague.
Provider rejection codescodes
The code you get back when this rule is what failed, and whether that provider lets you resubmit.
| Provider | Code | Resubmit |
|---|---|---|
| Twiliogen1 | 30886 | Yes |
Rules you will hit next
6 other rules read campaign.description. 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-035The description must describe this programme, not messaging in generalBlockingBLOCKINGCMP-037The description must name the business that sends the messagesBlockingBLOCKINGCMP-DESC-LENCampaign description must be 40–4096 charactersBlockingBLOCKINGCMP-041The description must say how often the messages comeHighHIGHCMP-042A programme that asks for money must say soHighHIGHCMP-051A first-party lender must use the phrase the reviewer looks forHighHIGH
MSG-DESC-QUALITY is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.