10DLC rejection reasons · Warning
Public URL shorteners in messages
Shared shorteners like bit.ly and tinyurl are filtered because they hide where a link goes. Using them in samples can get a campaign flagged.
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Public URL shorteners are a spam signal to carriers because they mask the real destination, which is exactly what bad actors use them for. When your sample messages or production traffic contain bit.ly, tinyurl, or similar shared shorteners, filters flag the campaign, and it can be rejected or throttled. This one is often a warning rather than a hard block, but it is easy to avoid entirely.
The fix is to use your own branded domain or a dedicated, non-shared short link so the destination is transparent and tied to your business. A link like acmedental.com/book is trusted in a way that a bit.ly link is not. If you need short links, most providers offer branded link domains that do not carry the shared-shortener penalty.
To fix it, swap public shorteners for a branded domain in your samples and real traffic, then resubmit. Fix rewrites sample links to a branded placeholder when it rebuilds your messages.
The fix
Use your own branded domain or a dedicated (non-shared) short link; avoid public shorteners in sample and production traffic.
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Common questions
Why can't I use bit.ly in 10DLC messages?
Public shorteners hide the destination, which is a common spam tactic, so carriers filter them heavily. Links using shared shorteners can get a campaign flagged, rejected, or throttled.
What links can I use instead?
Your own branded domain, or a dedicated non-shared short link. A transparent link tied to your business, like yourbrand.com/offer, is trusted where a shared shortener is not.