A website that is not live yet must be declared as such
The requirementstatement
Where the brand website is not yet published, the description must say so explicitly.
- Severityseverity
- HighHIGHRejected by at least one carrier or provider, and a common cause of failure at the rest.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- campaign.description + brand.website
- Where it liveslayer
- CampaignCAMPAIGN
- How Ekas settles itdetectability
- AI · formAI_FORM
- 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.
- 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
- TwilioAWS
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
A reviewer who opens the submitted website and finds a parked domain or a 404 reads it as a brand that does not exist, which is the single fastest route to refusal. Saying "the site launches in March; the opt-in form is at this staging URL with a screenshot attached" turns the same facts into a documented pre-launch registration, and pre-launch registrations are routinely approved.
How to fix itremediation
State in the description that the site is not yet live, give the launch timing, and point at the evidence standing in for it. Done when a reviewer who finds nothing at the domain has already been told why.
A compliant exampleexample
Acme Coffee launches acmecoffee.com in March 2026. Until then the checkout opt-in runs on the staging site, screenshot attached: https://cdn.acmecoffee.com/compliance/optin.png
Provider rejection codescodes
The code you get back when this rule is what failed, and whether that provider lets you resubmit.
| Provider | Code | Resubmit |
|---|---|---|
| Twilio | 30891 | Yes |
Rules you will hit next
One other rule reads campaign.description + 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.
CMP-053A site a US reviewer cannot reach must be declared as suchMediumMEDIUMCMP-016Contact email and phone must contain no spacesHighHIGHCMP-023Declared embedded links must come with a sample URLHighHIGHCMP-041The description must say how often the messages comeHighHIGHCMP-042A programme that asks for money must say soHighHIGHCMP-048Emergency framing requires the emergency use caseHighHIGH
CMP-052 is one of 94 campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.