# MSG-104 — Link destinations must identify their owner

> A landing page linked from a message must unambiguously identify the site owner as a person or registered business, with contact information.

- **Rule ID:** MSG-104
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.sample[] link destinations`
- **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 website — no form edit clears it
- **Required by:** CTIA, TCR
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-104/

## Why this rule exists

CTIA requires the message URL and every site it redirects to to identify the owner and carry contact details such as a postal address. This is a second, independent requirement beyond not using a shortener, and almost no tooling checks it.

## How to fix it

Ensure every page linked from a message names the business and carries contact information, including a postal address in the footer.