# MSG-095 — Any shortener used must be dedicated to this sender

> Where a short domain is used, it must be dedicated to the exclusive use of the message sender.

- **Rule ID:** MSG-095
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.sample[]`
- **Severity:** HIGH — Rejected by at least one carrier or provider, and a common cause of failure at the rest.
- **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:** CTIA, TCR
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-095/

## Why this rule exists

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.

## How to fix it

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 of a compliant value

```text
https://acme.link/sale where acme.link is yours alone — or simply https://acmecoffee.com/sale
```

## Common mistakes

- A vanity domain on a shared shortener service does not satisfy the dedicated-infrastructure rule.