TL;DR Django models are the database, which makes them the wrong choice for presenting a service-layer interface to the persistence. They are inherently unable to hide, encapsulate, and protect implementation details from consumer that don't care or shouldn't be allowed to access.

The Django model is a representation of the database state. It's an infrastructure-layer object. It's is _very_ tightly coupled to the database.

Your business needs should not be so coupled to the database! While it is very helpful for an RDB to accurately model your data, a database is not an application. They have different jobs.

(The TL;DR of the following paragraph is "encapsulation and interfaces")
Your business logic belongs in the "service layer" or "use case layer". The service layer presents a consistent interface to the rest of the application - whether that is a Kafka producer, the HTTP API views, another service, whatever. Your service layer has sensible, human-understandable methods like "register user" "associate device with user", whatever. These methods are going to contain business logic that often needs to be applied _before_ a database model ever exists, or apply a bunch of business logic after existing models are retrieved in order to present a nice, usable, uncluttered return value. Your service layer hides ugly or unnecessary details of the database state from the rest of the application. Consumers shouldn't care about these details, they shouldn't rely on them (so you can fix or change without breaking the interface) , and they very probably should not be presented direct access to edit whatever they want.

If you do not do this and instead choose the fat models method all of the following will happen:

1. You will repeatedly write that business logic everywhere
where you use the models. You'll write it in your serializers, your API views, your queue consumers/producers, etc. You'll never write it the same way twice and you damn sure won't test it everywhere.

2. You'll get tired of writing the same thing and you will add properties or methods on the model. This is the Fat Model! This might be appropriate for convenience property or two that calculates something or decides a flag from the state of the model, but that's it. As soon as you start reaching across domains and implementing something like "register device for user" on the user model, or the device model, you are just reinventing a service layer in a crappy way that will eventually make your model definition 4000 lines long (not even remotely an exaggeration).

3. Every corner of your application will be updating the database - via the model - however it wants. They will rely on it! Whole features will be built on it! Now when it's time to deprecate that database field or implement a new approach, too bad. 20 different parts of your app are built on the assumption that any arbitrary database update allowed by the model is valid and a-ok.

Preferred approach:

1. Each domain gets a service layer, which contains business logic, but also presents an nice reliable interface to anything else that might consume that domain. This interface includes raising business logic errors that mean something related to our business logic. It does not expose "Django.models.DoesNotExist" or "MultipleObjectsReturned". It returns an error that tells the service consumer what went wrong or what they did wrong.

2. The service layer is the only thing that accesses or sees the Django models aka the database state. It completely hides the Django models for its domain from the rest of the application. It returns dataclasses or attrs, or whatever you want to use. The models are no longer running rampant all over the application getting updated and saved willy nilly. The service layer controls what the consumers in the rest of the application can know and do.

You will write more boilerplate. It will be boring. You will write more tests. It will be boring. But it will be reliable and modular and easier to reason about, and you can deliver features and changes faster and with much less fear of breakage.

Your business logic will live one place, completely decoupled, and it can be tested alone with everything else mocked.

How your consumers (like API views)turn service responses and errors into external (like HTTP) responses and errors, lives in one place, completely decoupled, and can be tested alone with everything else mocked.

Your models will not need to be tested because they are just a Django model. They don't do anything that's not already 100% tested and promised by the Django framework.