The website must not redirect to an unrelated brand
The requirementstatement
A brand website that redirects to a business other than the registered brand is rejected, whatever the submitted URL says.
- Severityseverity
- HighHIGHRejected by at least one carrier or provider, and a common cause of failure at the rest.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- brand.website final host + landing content
- 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
- TwilioTCRBandwidth
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
A domain that forwards to somebody else is the signature of a registration assembled from a bought or borrowed domain, and it is also what happens innocently when a business is acquired and its old domain is pointed at the new owner. Reviewers cannot tell those apart from the outside, so the one that gets explained on the registration is the one that survives.
How to fix itremediation
Register the domain the business actually trades under. Where the redirect is deliberate — a rebrand, an acquisition, a franchisor site — say so in the campaign description and make the destination state the relationship in visible page content.
Provider rejection codescodes
The code you get back when this rule is what failed, and whether that provider lets you resubmit.
| Provider | Code | Resubmit |
|---|---|---|
| Twiliogen2 | 30907 | Yes |
| Bandwidth/DCA | 603 | Yes |
Notesnotes
Absorbs BRD-131. The ambiguous case named in the catalog is a redirect to a parent company or franchisor: legitimate, and indistinguishable from a hijack unless the destination says so on the page.
Rules you will hit next
Other website rules at the same severity. A registration is judged as a whole, not rule by rule.
WEB-018The site must be readable in EnglishHighHIGHWEB-019The site must stay live for the whole vetting window, not just at submissionHighHIGHWEB-026The site must look established rather than erected for the registrationHighHIGHWEB-028A campaign landing page is not the brand websiteHighHIGHWEB-030E-commerce brands need a published catalogHighHIGHWEB-032The business name must be visible on the page, not only in the markupHighHIGH
WEB-077 is one of 93 website rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.