A2P 10DLC website mismatch rejection — how to fix it
Website mismatch rejections happen when the public website, opt-in URL, policy URLs, brand identity, or sample links do not support the campaign story you submitted.
Guidance only — A2PCheck is independent and not affiliated with Twilio, The Campaign Registry, or any carrier, and we can't guarantee approval.
What this rejection usually means
The reviewer could not verify the business, brand, opt-in flow, privacy policy, or message purpose from the URLs in the submission.
Why reviewers care
Public URLs are evidence. If they 404, require login, use a different brand, or never mention the service being messaged about, reviewers cannot trust the campaign packet.
Common rejection wording
- “website mismatch 10DLC rejection”
- “business website does not match campaign”
- “opt-in URL 404 campaign rejected”
- “privacy policy behind login rejection”
Bad vs. better
Weak submission pattern
The campaign says Acme Fitness sends class reminders, but the website URL is a parked domain, the opt-in page is behind login, and sample links use a different brand.
Stronger submission pattern
The website clearly identifies Acme Fitness, the opt-in URL publicly shows the SMS consent checkbox, the privacy/terms URLs return 200, and sample links use acme.example pages that match the campaign use case.
Fix checklist before resubmitting
- Verify every submitted URL returns 200 from a logged-out browser.
- Make the brand, legal/business name, and website domain consistent across the campaign.
- Ensure the website visibly supports the product/service described in the campaign.
- Put SMS consent language on the submitted opt-in page, not only in an internal app flow.
- Use branded domains for sample links and avoid generic shorteners.
- Fix privacy/terms links before resubmitting; do not rely on reviewer assumptions.
Related A2PCheck guides
The opt-in page is often the mismatched or unreachable URL.
Pre-check the same packet before registering through your provider.
Map the rejection category to the right fix path.
Carriers re-review the whole packet, not just one field.
Dry-run the campaign before your next submission.
Fix the full packet, not just the cited field
A rejection reason is a starting point, not the whole review. Before resubmitting, run the full campaign through the scanner and walk the resubmission checklist. Description, samples, consent, privacy, terms, and URLs should all tell the same story.
Frequently asked questions
What does an A2P 10DLC website mismatch rejection mean?
The reviewer could not verify the business, brand, opt-in flow, privacy policy, or message purpose from the URLs in the submission.
Can A2PCheck guarantee approval after I fix it?
No. A2PCheck is independent and is not affiliated with Twilio, The Campaign Registry, or any carrier. It catches common readiness issues, but providers and carriers may apply additional review checks.
Should I resubmit after changing only this one field?
Usually no. Carriers re-review the full campaign packet, so fix the cited issue and then re-check the description, samples, opt-in evidence, privacy policy, terms, and website URLs before resubmitting.
Check for website mismatch issues
Paste the campaign packet you plan to submit or resubmit. A2PCheck checks the description, sample messages, opt-in flow, and URLs for common rejection patterns. Free, no signup.