> Doesn't make any sense. Companies can stop sending, but that doesn't prevent scammers from sending it.

It makes a lot of sense. Just like "we will never ask for this code over the phone", it becomes a rule "we will never send a URL in an SMS", and people learn not to click any of them.

My bank repeats in every message that they will never send me a URL in an email. It's taken a bit but they have conditioned me to be suspicious.

Similarly, when I get a call I now ask them how I can call back. I don't think this is outlandish if companies are consistent with this.