Do not rotate domains across a bulk send

The requirementstatement

Multiple fully-qualified domains, or multiple public URL shorteners, must not be cycled across bulk messages carrying similar content.

Severityseverity: BlockingBLOCKINGBreaking this rule gets the submission rejected. There is no partial credit.
When it bitesphase: After you are livepostFalls due once you are sending: STOP handling, quiet hours, suppression, record retention.
What is checkedobject: domains used across a bulk send
Where it liveslayer: OperationalOPERATIONAL
How Ekas settles itdetectability: Post-submissionUNDETECTABLE_PRE_SUBMISSION; The subject does not exist yet at submission time: a reply window, an expiring PIN, a queue position. Reported with its deadline.
What the fix involvesfailureClass: Hard stopHARD_STOP; Not remediable. Resubmitting will not help, and anyone offering to fix it is selling you a rejection.
Who requires itauthorities: T-MobileAT&TCTIA
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

URL rotation is the content-side twin of snowshoeing: the domain is what a filter scores, so spreading one campaign across several defeats the scoring in exactly the way the numbers version does. The innocent case is per-channel tracking domains, which is a reasonable analytics decision that produces an identical fingerprint.

How to fix itremediation

Use one branded domain you control for every link in a campaign, and carry tracking in the path or the query rather than in the hostname.

Check this yourselfattestation

No tool can settle this one for you. Here is the check, and what wrong looks like.

Does your marketing platform issue a different link domain per campaign or per channel?

1Look at the links in two recent campaigns and compare the hostnames. Several platforms rotate automatically, and the pattern is indistinguishable from deliberate evasion.
2Use one branded domain you control for every link.
3Carry tracking in the path or the query string rather than in the hostname.

What wrong looks like: Per-channel tracking domains are a reasonable analytics decision that produces exactly the fingerprint of URL rotation — the content-side twin of snowshoeing.

Notesnotes

Absorbs MSG-109, the same detection stated from the message-content side. Visible only across a real send. What the user has to check is whether their marketing platform issues per-campaign or per-channel domains automatically — several do, and the resulting pattern is indistinguishable from deliberate rotation.

Rules you will hit next

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

OPS-026The universal opt-out keyword set must be declaredBlockingBLOCKING OPS-027Opt-out keyword handling must be declared, not assumedBlockingBLOCKING OPS-029A revocation must survive punctuation, case and surrounding wordsBlockingBLOCKING OPS-031A plainly-worded opt-out counts even with no keyword in itBlockingBLOCKING OPS-033STOP must never come back as an errorBlockingBLOCKING OPS-037On a shared address, STOP must stop everythingBlockingBLOCKING

All operational rules

OPS-144 is one of 139 operational rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.