The site must not look inauthentic
The requirementstatement
A site judged to be a shell, an unmodified template, scraped or fabricated content, or stock-imagery-only is rejected.
- 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
- brand website
- Where it liveslayer
- WebsiteWEBSITE
- 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 websiteTERMINAL_WEBSITE
- The fix lives on your site. No amount of rewording the form clears it.
- Who requires itauthorities
- TCRTwilioAWSBandwidth
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
Fraudulent registrations stand up a plausible-looking site to satisfy the website requirement, so reviewers learned to judge authenticity rather than mere existence. This is distinct from a site being incomplete: an unmodified theme demo with lorem text fails even though every required page exists.
How to fix itremediation
Publish real content: actual products or services with real descriptions and prices, a real About page, real contact details, and photography of the actual business.
Rules you will hit next
6 other rules read brand website. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
WEB-012A parked or for-sale domain is not a websiteBlockingBLOCKINGWEB-013A pre-launch placeholder is not a websiteBlockingBLOCKINGWEB-016The website must be machine-crawlableBlockingBLOCKINGWEB-017The site must not be gated by geo, bot challenge or app wallBlockingBLOCKINGWEB-021The site must not be behind a login or access wallBlockingBLOCKINGWEB-022A login-gated product needs a public description pageBlockingBLOCKING
WEB-024 is one of 93 website rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.