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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What reviewers check for code 603
Code 603 is reported as "Brand Website and Samples Inconsistent". 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 603 comes from
Code 603 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 603 (Brand Website and Samples Inconsistent) 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 Ridgeway Auto Care:
Ridgeway Auto Care corrected the deficiency reported as code 603 (Brand Website and Samples Inconsistent). 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 603 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 601: Attributes Mismatch Website or Samples
- 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 603
Which field should I change to fix code 603?
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 603). Organizations should consult qualified legal counsel for guidance specific to their messaging programs.
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