{
  "id": "MSG-095",
  "slug": "msg-095",
  "title": "Any shortener used must be dedicated to this sender",
  "statement": "Where a short domain is used, it must be dedicated to the exclusive use of the message sender.",
  "rationale": "The published standard is stricter than \"avoid bit.ly\": CTIA requires the shortener to have a web address and IP addresses dedicated to the sender exclusively. A branded short domain running on shared redirect infrastructure still fails, which surprises brands who did the obvious thing and bought a vanity domain.",
  "layer": "MESSAGE_CONTENT",
  "layerSlug": "message-content",
  "object": "campaign.sample[]",
  "severity": "HIGH",
  "detectability": [
    "AI_FORM"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "CTIA",
    "TCR"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Use a short domain you own on infrastructure only you use, or skip shortening and use full URLs on your primary domain — which sidesteps the requirement entirely.",
  "example": "https://acme.link/sale where acme.link is yours alone — or simply https://acmecoffee.com/sale",
  "pitfalls": [
    "A vanity domain on a shared shortener service does not satisfy the dedicated-infrastructure rule."
  ],
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/message-content/msg-095/",
  "markdown": "https://ekas.io/rules/10dlc/message-content/msg-095.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}