The orientation of the uv planar curves is determined by underlying surface mathematics of the surface. Sometimes the results are unexpected. In this case, the text is not facing the way we want it to.
Use the Dir command to Swap the u and v directions and possibly to Flip the normal direction of the surface.
Use the CreateUVCrv command to create a new set of uv curves that are oriented to match the surface.
Orient your text inside the rectangle.
Use the ApplyCrv command to place the text.