# WEB-090 — The message flow must deep-link the opt-in page, not the homepage

> The URL given in the message flow must point at the page carrying the consent surface, not at the site root.

- **Rule ID:** WEB-090
- **Layer:** Website (`WEBSITE`)
- **Checks:** `campaign.message_flow`
- **Severity:** HIGH — Rejected by at least one carrier or provider, and a common cause of failure at the rest.
- **When it bites:** Gates approval — get this wrong and registration is refused
- **How it is detected:** Deterministic (settled in code from the submitted values)
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** TCR, Twilio, Bandwidth, AWS
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/website/web-090/

## Why this rule exists

A reviewer given a homepage has to hunt for the opt-in, and if they do not find it quickly they reject. Deep-linking converts a search into a single click, and it is one of the cheapest possible improvements to approval odds.

## How to fix it

Replace the homepage link in the message flow with the direct URL of the page holding the consent checkbox.

## Example of a compliant value

```text
https://acmecoffee.com/signup rather than https://acmecoffee.com
```