I don't think Messi deserves the prize, but I think he deserves it more than Haaland. Argentina without Messi would have never won the WC. He was both their best and most important player. Haaland cannot say he is the best nor the most important player for City.
If we are talking about the best players in the world without thinking about titles, it would be Rodri, Mbappe, KDB/Salah for me (probably in that order, although Mbappe could be first).
If we are talking about importance for the clubs that won big titles then it would be Rodri, Messi, KDB.
And if we are talking about consistency I would go with Rodri, Mbappe, Haaland/Salah.
All together the top 3 should be Rodri first for sure, and then KDB Mbappe/Messi.
You simply should not win Ballon D'Or if you are not even close to being the most important player of your own team. I would expect non City fans to give Haaland a top 3 spot because they don't watch us as often, so they don't know our best and most important players.