No deceptive marketing claims on the site
The requirementstatement
The brand website must not host or promote unsubstantiated health or product claims, fabricated urgency, unverifiable guarantees, unauthenticatable testimonials or false endorsements.
- 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
- crawled website 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
- TwilioBandwidthAT&TCTIAFTC
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
How to fix itremediation
Qualify or remove each claim: name the source for a health or performance claim, make the deadline on any urgency real, and attribute testimonials to identifiable people. Done when every claim on the page could be defended with something you hold.
A compliant exampleexample
"In a 2025 survey of 400 Acme Coffee subscribers, 82% said they brewed more often at home" — rather than "everyone brews better with Acme".
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 | 30962 | Yes |
Notesnotes
Rules you will hit next
6 other rules read crawled website content. 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-137 is one of 93 website rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.