High-risk financial services brands are not carried

The requirementstatement

A brand whose business is high-risk financial services — payday and short-term lending, indirect loan marketing, stock alerts or crypto must not be registered for A2P messaging.

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.vertical + brand fields + website content
Where it liveslayer: BrandBRAND
How Ekas settles itdetectability: AI · formAI_FORMAI · crawlCRAWL; 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. Needs your live site or policy page fetched and read. Ekas crawls it the way a reviewer would.
What the fix involvesfailureClass: Hard stopHARD_STOP; Not remediable. Resubmitting will not help, and anyone offering to fix it is selling you a rejection.
Who requires itauthorities: AWSBandwidthBirdInfobipSinchPlivoVonage
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

This category is where SMS fraud concentrates, so carriers exclude the business model rather than reading each campaign — the same message from a first-party lender and from a lead-selling loan site is indistinguishable in a text and very different in consequence. The cost of the blanket rule is that legitimate, licensed, first-party lenders get caught by it unless the carve-out is applied deliberately.

How to fix itremediation

Where the business is a licensed first-party lender servicing its own loans, say so explicitly in the brand description and the campaign — the carve-out is real and it turns on first-party servicing. Where the business markets credit it does not originate, or promotes securities or crypto, it cannot be registered.

Provider rejection codescodes

The code you get back when this rule is what failed, and whether that provider lets you resubmit.

Provider	Code	Resubmit
Bandwidth	709	No
Sinch	CR2014	No

Notesnotes

The first-party carve-out is load-bearing and is the same one MSG-HIGH-RISK-FINANCIAL carries at the campaign layer; fixture 5 of the golden corpus exists to keep it from being dropped. Sinch permits 2FA-only traffic for stocks, investing and crypto businesses, which is why that carve-out is stated separately.

Rules you will hit next

6 other rules read brand.vertical + brand fields + website content. 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-275Brands that buy, sell or share consumer data are not carriedBlockingBLOCKING BRD-276Gambling, betting and lottery brands are not carriedBlockingBLOCKING BRD-278Cannabis, CBD and related brands are not carried, whatever the trafficBlockingBLOCKING BRD-279Third-party job boards are not carriedBlockingBLOCKING BRD-281Sweepstakes brands are not carriedBlockingBLOCKING BRD-282Debt collection, debt relief and credit repair brands are not carriedBlockingBLOCKING

All brand rules

BRD-277 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.