Links must resolve to a domain the brand owns
The requirementstatement
URLs in messages must point at the brand’s own domain or a dedicated branded short domain, and must identify the owner.
- 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[]
- 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
- CTIATCRTwilioBandwidthAWS
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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.
How to fix itremediation
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.
A compliant exampleexample
Shop the sale: https://acmecoffee.com/sale — or a dedicated short domain such as https://acme.link/sale
Common mistakespitfalls
- 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.
Provider rejection codescodes
The code you get back when this rule is what failed, and whether that provider lets you resubmit.
| Provider | Code | Resubmit |
|---|---|---|
| Twiliogen1 | 30892 | Yes |
| Twiliogen2 | 30963 | No |
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-URL-OWNERSHIP is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.