Any shortener used must be dedicated to this sender
The requirementstatement
Where a short domain is used, it must be dedicated to the exclusive use of the message sender.
- 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.sample[]
- Where it liveslayer
- Message contentMESSAGE_CONTENT
- 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
- CTIATCR
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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 itremediation
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.
A compliant exampleexample
https://acme.link/sale where acme.link is yours alone — or simply https://acmecoffee.com/sale
Common mistakespitfalls
- A vanity domain on a shared shortener service does not satisfy the dedicated-infrastructure rule.
Rules you will hit next
6 other rules read campaign.sample[]. 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-SAMPLE-COUNTAt least two sample messages are requiredBlockingBLOCKINGCMP-SAMPLE-LENEach sample message must be 20–1024 charactersBlockingBLOCKINGMSG-031Sample messages must be in EnglishBlockingBLOCKINGMSG-042Every message must identify who is sending itBlockingBLOCKINGMSG-171Messages must not harass, intimidate or threaten the recipientBlockingBLOCKINGMSG-210A political donation programme may not include gaming-related fundraisingBlockingBLOCKING
MSG-095 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.