Why This Rejection Happens
The vetting team found a discrepancy between the campaign attributes you selected (like "Direct Lending," "Affiliate Marketing," or "Age-Gated content") and the actual content found on your website or in your sample messages. You likely failed to declare a sensitive attribute that applies to your business.
- Sending loan/mortgage offers but selecting "No" for Direct Lending attribute.
- Selling alcohol or vape products without checking "Age Gated Content".
- Messages contain third-party referral links but "Affiliate Marketing" is unchecked.
- Website mentions "loans" or "financing" even if the campaign is just for appointment reminders.
Root Cause Analysis
Primary Triggers
- Undeclared Direct Lending: This is the most common cause. If your site offers loans, you MUST select the Direct Lending attribute, even for simple notifications.
- Affiliate Ambiguity: Using terms like "partner offer" or sending links to domains you don't own triggers the Affiliate Marketing requirement.
Commonly Missed Attributes
| Attribute | Trigger Words/Content | Requirement |
|---|---|---|
| Direct Lending | Loan, mortgage, financing, credit, funding, rates. | Must check "Direct Lending". Business name must match loan license. |
| Age Gated | Alcohol, tobacco, vape, firearms. | Website must have an age-gate popup. Attribute must be checked. |
| Affiliate Marketing | Referral links, "partner offers", 3rd party URLs. | Strictly regulated. Often prohibited on standard 10DLC. |
Step-by-Step Remediation
Audit Your Content
Scan your website and sample messages for keywords related to loans, affiliate links, or age-restricted products.
Correct Selection
Mismatch
This causes Code 601.
Update Campaign Attributes
Go back to your CSP/TCR portal and edit the campaign. Check the boxes for any attributes that apply to your business content.
Pre-Resubmission Checklist
- I have enabled "Direct Lending" if I mention loans.
- I have enabled "Age Gated" if I sell alcohol/vape.
- My sample messages do not contradict my attribute selection.
Fix It Faster
Ensure your campaign settings match your content.
Unsure Which Attributes Apply?
Attribute errors are common and easy to fix. Let our team review your profile.
What reviewers check for code 601
Code 601 is reported as "Attributes Mismatch Website or Samples". Reviewers compare the use case, campaign description, sample messages, website and attributes, and expect them to tell the same story. A marketing sample in a notification campaign, samples about a different business, attributes that contradict content, or a website for unrelated services all produce mismatch codes.
Where code 601 comes from
Code 601 is a vetting rejection reason applied during brand or campaign review and passed back to you by your CSP. It identifies the specific deficiency the reviewer found, so fixing exactly that item is the fastest route to approval. It is marked High severity: it blocks approval, but it is fully fixable by correcting the submission and resubmitting.
Fix and verify before resubmitting
- Write down the program's actual purpose and pick the use case that fits it.
- Rewrite the description to match that use case.
- Replace samples with real templates that fit the use case and mention the brand.
- Set attributes (embedded links, phone numbers, age gate, direct lending) to reflect the samples.
- Check that the website shows the products or services the messages discuss.
- Resubmit with a note that references code 601 (Attributes Mismatch Website or Samples) and lists each change made.
Sample resubmission note
Many CSPs let you add a note for the reviewer when you resubmit. A short, specific note shows what changed and speeds up the second review. Example for Northline Heating & Air:
Northline Heating & Air corrected the deficiency reported as code 601 (Attributes Mismatch Website or Samples). Changes made: write down the program's actual purpose and pick the use case that fits it; rewrite the description to match that use case; replace samples with real templates that fit the use case and mention the brand. All URLs, keywords and auto-replies were re-tested from an external network before this resubmission, and the campaign text now matches the live opt-in exactly.
Common mistakes that keep code 601 coming back
- Choosing Mixed or Marketing by default without matching samples.
- Using samples copied from another client.
- Leaving attribute defaults that contradict the samples.
Related rejection codes
- Code 6014: Sample Msg Mismatches Use Case
- Code 603: Brand Website and Samples Inconsistent
- Code 2004: Description Mismatches Sample Messages
- Code 2003: Description Mismatches Use Case
- Code 602: Use Case Mismatches Sample Messages
- Code 2131: Verbal Script Missing STOP Instructions
Frequently asked questions about code 601
Which field should I change to fix code 601?
Usually the samples or the use case. Decide what you will actually send, then align every field to it.
Can one campaign cover reminders and promotions?
Yes, with the Mixed or Marketing use case and samples showing both types.
Legal Disclaimer: This guidance provides general information about 10DLC compliance requirements (Code 601). Organizations should consult qualified legal counsel for guidance specific to their messaging programs.
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