A changed domain must be updated on the brand record

JSONMarkdown

The requirementstatement

When the business moves to a new domain, the registered brand website must be updated to match.

Severityseverity
MediumMEDIUMUsually survives review, but lowers your trust score or invites a manual look you would rather avoid.
When it bitesphase
After you are livepostFalls due once you are sending: STOP handling, quiet hours, suppression, record retention.
What is checkedobject
brand.website currency
Where it liveslayer
WebsiteWEBSITE
How Ekas settles itdetectability
Post-submissionUNDETECTABLE_PRE_SUBMISSION
The subject does not exist yet at submission time: a reply window, an expiring PIN, a queue position. Reported with its deadline.
What the fix involvesfailureClass
Wait on someone elseTERMINAL_EXTERNAL
Needs an external system or a waiting period, such as IRS propagation, a vetting result, or a carrier queue.
Who requires itauthorities
TCREZ Texting
When it appliesapplicabilityText
Applies to every 10DLC registration.

Why this rule existsrationale

The brand record is re-checked long after approval, so a stale website field turns into a dead link on somebody else's schedule — and the consequence is not a request to update it but delivery problems and a re-vetting flag. Nobody thinks of the 10DLC record when a domain changes, because it is not part of any migration checklist.

How to fix itremediation

Update brand.website on the brand record as part of any domain migration, and keep the old domain redirecting until the change has been through vetting. Done when the registered URL is the one customers are being sent to.

Check this yourselfattestation

No tool can settle this one for you. Here is the check, and what wrong looks like.

Is the 10DLC brand record on your domain-migration checklist, alongside DNS, email and analytics?

  1. 1Add brand.website to the checklist now — nothing will prompt you at migration time.
  2. 2Update the brand record as part of the move, and keep the old domain redirecting until the change has been through vetting.

What wrong looks like: The brand record is re-checked months later against a dead link. The consequence is a re-vetting flag and delivery problems, not a request to update the field.

Notesnotes

Post-approval hygiene, invisible at submission. The user has to put the brand record on their own domain-migration checklist alongside DNS, email and analytics — nothing prompts them, and the failure surfaces as a delivery problem rather than as a registration one.

Rules you will hit next

Other website rules at the same severity. A registration is judged as a whole, not rule by rule.

WEB-004The website value must fit the provider field limitMediumMEDIUMWEB-006The website should sit on a custom domainMediumMEDIUMWEB-015Pages the registration points at must not be brokenMediumMEDIUMWEB-044The footer should carry a phone number, an email and a street addressMediumMEDIUMWEB-054A brand with a website must publish its policies as web pages, not as PDFsMediumMEDIUMWEB-074Pages must not load sub-resources over HTTPMediumMEDIUM

All website rules

WEB-157 is one of 93 website rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.

Reading the rules is the easy part.

Ekas runs every rule that gates approval, 823 of these 915, against your registration before it reaches the carrier. It reads your site, your policy pages and your opt-in the way a reviewer would, and hands you the fix, not just the verdict.

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