# MSG-038 — A registered domain can substitute for the brand name in a sample

> Where a sample does not carry the brand name, the brand's registered domain appearing in the message can satisfy sender identification.

- **Rule ID:** MSG-038
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.sample[] + brand.website`
- **Severity:** MEDIUM — Usually survives review, but lowers your trust score or invites manual review.
- **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:** TCR
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-038/

## Why this rule exists

Sender identification exists so the recipient knows who is texting them, and a link to acmecoffee.com does that as well as the words "Acme Coffee". Recording this explicitly prevents the brand-name check from producing false failures on messages that are perfectly identifiable.

## How to fix it

Prefer the brand name at the start of the message. Where space is genuinely tight, a link to the registered domain identifies the sender acceptably.

## Example of a compliant value

```text
Order ready for pickup: https://acmecoffee.com/o/4471 Reply STOP to opt out.
```