Link destinations must identify their owner
The requirementstatement
A landing page linked from a message must unambiguously identify the site owner as a person or registered business, with contact information.
- 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[] link destinations
- 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 websiteTERMINAL_WEBSITE
- The fix lives on your site. No amount of rewording the form clears it.
- Who requires itauthorities
- CTIATCR
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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 itremediation
Ensure every page linked from a message names the business and carries contact information, including a postal address in the footer.
Rules you will hit next
One other rule reads campaign.sample[] link destinations. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
MSG-098Links must not pass through multi-hop redirectsHighHIGHMSG-020MMS sample images must not be placeholder or stock artworkHighHIGHMSG-049Opt-out instructions must name a recognised keywordHighHIGHMSG-060The opt-in confirmation must be the first message sentHighHIGHMSG-095Any shortener used must be dedicated to this senderHighHIGHMSG-117A sample must contain a phone number when embeddedPhone is declaredHighHIGH
MSG-104 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.