Lending content anywhere requires the direct-lending declaration
The requirementstatement
Where lending content appears in the description, the message flow, or the website, directLending must be declared.
- 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.direct_lending
- 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
- TCRTwilioBandwidthAWS
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
The attribute exists so carriers can apply the right scrutiny to credit messaging, and it is assessed against the website as well as the form. Undeclared lending is treated as concealment rather than oversight, which is a much worse posture than declaring it.
How to fix itremediation
Set the direct-lending attribute true when the business offers credit of any kind. Declaring it is a fixable attribute question; concealing it is a business-model rejection.
A compliant exampleexample
Site offers financing → direct lending: true.
Rules you will hit next
Other website rules at the same severity. A registration is judged as a whole, not rule by rule.
WEB-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 websiteBlockingBLOCKINGWEB-014Staging, admin and internal hosts must not be the brand websiteBlockingBLOCKINGWEB-016The website must be machine-crawlableBlockingBLOCKING
WEB-066 is one of 93 website rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.