Why This Rejection Happens
The brand identity, products, or services shown on your website do not align with the content described in your sample messages. The vetting agent visited your site expecting to see "Product A" (from your messages) but saw "Product B" (or a generic parent company) instead.
- Using a generic holding company website (e.g., "ABC Holdings") for a specific product campaign (e.g., "Pizza Shop").
- Website is for "Plumbing Services" but messages discuss "Real Estate".
- Brand name in messages (e.g., "Mike's Gym") doesn't appear anywhere on the provided URL.
- Website is still a template with "Lorem Ipsum" text.
Root Cause Analysis
Primary Triggers
- The "DBA" Disconnect: You registered under your legal LLC name but your website and texts use a completely different trade name (DBA) that isn't linked in the application.
- Vertical Mismatch: Vetting agents use the website to verify the legitimacy of the use case. If the vertical on the web (e.g., Retail) doesn't match the texts (e.g., Medical Alerts), it's rejected.
Alignment Checklist
| Element | Must Match | Example Error |
|---|---|---|
| Brand Name | Website Header vs. Message Signature | Site: "Smith LLC" / Text: "Joe's Pizza" |
| Services | Products on Site vs. Message Topic | Site: Auto Repair / Text: "Refinance your home" |
| Logo | Site Logo vs. Brand Name | Site uses default Wix/Wordpress logo. |
Step-by-Step Remediation
Sync Your Identity
Ensure the website URL you provided actually represents the brand sending the messages. If you are a parent company, create a landing page for the specific product/service you are texting about.
Inconsistent
Vetting agent cannot verify BurgerJoint exists.
Consistent
Footer Alignment
Add your legal entity name (the one associated with your EIN) to the footer of the website: "Powered by [Legal Entity Name]" or "Copyright [Legal Entity Name]". This connects the DBA to the legal registration.
Pre-Resubmission Checklist
- My website explicitly mentions the products/services I am texting about.
- The brand name in my messages appears on the website.
- My legal entity name is visible in the website footer.
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Legal Disclaimer: This guidance provides general information about 10DLC compliance requirements (Code 603). Organizations should consult qualified legal counsel for guidance specific to their messaging programs.
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