{
  "id": "MSG-URL-OWNERSHIP",
  "slug": "msg-url-ownership",
  "title": "Links must resolve to a domain the brand owns",
  "statement": "URLs in messages must point at the brand’s own domain or a dedicated branded short domain, and must identify the owner.",
  "rationale": "Public shorteners hide the destination, so carriers cannot assess where a message leads and block them categorically. The standard is stricter than \"avoid bit.ly\": the shortener must be dedicated to the sender, and the destination must identify the business, because shared redirect infrastructure is what makes a link untraceable.",
  "layer": "MESSAGE_CONTENT",
  "layerSlug": "message-content",
  "object": "campaign.sample[]",
  "severity": "BLOCKING",
  "detectability": [
    "AI_FORM"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "CTIA",
    "TCR",
    "Twilio",
    "Bandwidth",
    "AWS"
  ],
  "codes": [
    {
      "provider": "Twilio",
      "code": "30892",
      "remediable": true,
      "generation": "gen1"
    },
    {
      "provider": "Twilio",
      "code": "30963",
      "remediable": false,
      "generation": "gen2"
    }
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Use full URLs on your own domain, or a short domain dedicated exclusively to your business. Confirm the destination page identifies the business by name and carries contact details.",
  "example": "Shop the sale: https://acmecoffee.com/sale  —  or a dedicated short domain such as https://acme.link/sale",
  "pitfalls": [
    "A branded short domain on shared redirect infrastructure still fails the dedicated-IP requirement.",
    "The same defect is remediable under the old code and NOT resubmittable under the new one — assume the strict reading."
  ],
  "catalogIds": [
    "MSG-094",
    "MSG-099",
    "MSG-100"
  ],
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/message-content/msg-url-ownership/",
  "markdown": "https://ekas.io/rules/10dlc/message-content/msg-url-ownership.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}