# XBC-013 — Brand, website and campaign content must describe the same business

> The registered brand name, the brand website, and what the campaign says it sends must be coherent.

- **Rule ID:** XBC-013
- **Layer:** Brand ↔ campaign (`CROSS`)
- **Checks:** `brand.company_name + brand.website + campaign.description`
- **Severity:** BLOCKING — Breaking this rule gets the submission rejected outright.
- **When it bites:** Gates approval — get this wrong and registration is refused
- **How it is detected:** AI judgement over the submitted form
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** Twilio, TCR, AWS, Bandwidth
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/cross/xbc-013/

## Why this rule exists

Reviewers open the website and compare it against the campaign before approving anything. A mismatch — a pest-control site behind a campaign describing salon appointment reminders — is the classic signature of a reseller registering under a borrowed brand, so it is treated as an integrity failure rather than a copy problem.

## How to fix it

Make the campaign description describe the business the website actually presents, under the name the brand is registered with. If the website belongs to a parent or agency rather than the sender, register the brand that owns the customer relationship instead.

## Example of a compliant value

```text
Website acmecoffee.com sells coffee subscriptions; description: "Acme Coffee sends order updates and promotional offers to subscription customers who opted in at checkout."
```

## Provider rejection codes

| Provider | Code | Resubmission allowed |
| --- | --- | --- |
| Twilio (gen2) | `30907` | yes |