The website URL must carry an explicit scheme
The requirementstatement
The brand website must be submitted with an explicit http:// or https:// scheme.
- 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
- brand.website
- Where it liveslayer
- BrandBRAND
- How Ekas settles itdetectability
- DeterministicDETERMINISTIC
- Settled in code from the values you submitted. No model involved, no judgement call, same answer every time.
- 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
- TCRAWSTelnyx
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
A bare domain is not a URL, and the registry does not add a scheme for you — it rejects the field or stores something no crawler can fetch, which reads downstream as a brand with no website. Users type the domain because that is what they say when they tell someone their address.
How to fix itremediation
Prefix the domain with https://. Done when the value starts with https:// and opens in a browser exactly as submitted.
A compliant exampleexample
website: https://acmecoffee.com — not acmecoffee.com and not www.acmecoffee.com
Common mistakespitfalls
- http:// is a scheme and still fails the separate https requirement, so add the s while you are there.
Rules you will hit next
6 other rules read brand.website. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
BRD-135A website may back only one brandBlockingBLOCKINGWEB-001A brand website URL is requiredBlockingBLOCKINGWEB-009The website must resolve and return contentBlockingBLOCKINGWEB-014Staging, admin and internal hosts must not be the brand websiteBlockingBLOCKINGBRD-126The brand website is the root domain, not a page inside itMediumMEDIUMWEB-004The website value must fit the provider field limitMediumMEDIUM
BRD-125 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.