Website content must be consistent with the declared use case
The requirementstatement
What the website shows the business doing must be consistent with the campaign use case.
- 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 + campaign.usecase
- Where it liveslayer
- WebsiteWEBSITE
- 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
- TCRTwilioAWSBandwidth
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
The use case determines the consent standard and throughput a campaign receives, so reviewers verify it against the business rather than accepting the selection. A site that is plainly an e-commerce store behind a 2FA-only registration reads as an attempt to obtain transactional treatment for marketing traffic.
How to fix itremediation
Choose the use case that matches what the site shows the business doing. Where you genuinely send several categories, use MIXED and collect promotional-grade consent.
A compliant exampleexample
A retail site sending promotions and order updates → MIXED, not ACCOUNT_NOTIFICATION.
Rules you will hit next
2 other rules read brand website + campaign.usecase. 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-063Charitable solicitation on the site forces the charity use caseBlockingBLOCKINGWEB-064Political content on the site forces the political use caseBlockingBLOCKINGWEB-001A brand website URL is requiredBlockingBLOCKINGWEB-009The website must resolve and return contentBlockingBLOCKINGWEB-012A parked or for-sale domain is not a websiteBlockingBLOCKINGWEB-013A pre-launch placeholder is not a websiteBlockingBLOCKING
WEB-057 is one of 93 website rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.