The advertised offer must match the landing page

The requirementstatement

The offer described in a sample message must be the offer a recipient finds on the page the message links to.

Severityseverity: BlockingBLOCKINGBreaking this rule gets the submission rejected. There is no partial credit.
When it bitesphase: Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
What is checkedobject: campaign.sample[] <-> landing page
Where it liveslayer: Message contentMESSAGE_CONTENT
How Ekas settles itdetectability: AI · crawlCRAWL; Needs your live site or policy page fetched and read. Ekas crawls it the way a reviewer would.
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: Twilio
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

Bait-and-switch is the complaint consumers actually make — they were told about a discount, clicked, and found a signup wall or a different price — and it is one of the named triggers for Twilio's deceptive-marketing code, which is not eligible for resubmission. Honest campaigns drift into it through timing rather than intent: the sample was written against last quarter's promotion and the page has moved on, or the deep link rots and lands on a generic homepage where the advertised offer is nowhere in sight.

How to fix itremediation

Rewrite each sample so it describes what is genuinely on the page it links to, or point the link at the page that carries the offer. Deep-link to the offer rather than to the site root, so the recipient sees the thing they were promised without hunting for it. Done when the headline on the landing page and the offer in the message say the same number.

A compliant exampleexample

Acme Coffee: 20% off all espresso blends this weekend. Shop https://acmecoffee.com/sale — and the page at /sale leads with "20% off all espresso blends, this weekend only". Reply STOP to opt out.

Common mistakespitfalls

A page that carries the offer somewhere below three screens of other content still reads as a switch — reviewers judge what is visible on arrival.

Provider rejection codescodes

The code you get back when this rule is what failed, and whether that provider lets you resubmit.

Provider	Code	Resubmit
Twiliogen2	30962	No

Rules you will hit next

Other message content rules at the same severity. A registration is judged as a whole, not rule by rule.

MSG-008Opt-in confirmation must be 20–255 charactersBlockingBLOCKING MSG-009HELP reply must be 20–255 charactersBlockingBLOCKING MSG-011Opt-out confirmation must be 20–255 charactersBlockingBLOCKING MSG-018An MMS campaign must attach at least one sample media fileBlockingBLOCKING MSG-019Each MMS sample file must sit under its per-type size ceilingBlockingBLOCKING MSG-031Sample messages must be in EnglishBlockingBLOCKING

All message content rules

MSG-105 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.