Likely causes, most common first
The protection scope is set to All Deployments
With All Deployments selected, Vercel protects both preview and production URLs, including your production domain. Vercel Authentication redirects anonymous visitors and monitoring probes to a Vercel login before your code runs.
How to tell: An anonymous request to your production domain gets the Vercel login redirect, and the project's Deployment Protection scope reads All Deployments.
The new subdomain is not a production domain
Standard Protection protects every domain except production domains, so a hostname that is not assigned as a production domain stays behind the login. Your DNS records can be correct while the hostname sits on a different environment. The domain docs treat DNS setup and environment assignment as separate steps.
How to tell: Your apex or main production domain loads publicly, but the new subdomain redirects to login even though its DNS records are configured.
The monitor checks the generated vercel.app URL
With Standard Protection enabled, the production generated deployment URL is restricted, even though your custom production domain is public. A monitor configured with a vercel.app address sees the login redirect.
How to tell: The same page returns normally on your custom production domain, but the generated vercel.app URL redirects to login.
Questions
Why do visitors see a Vercel login instead of my site?
Vercel Authentication redirects visitors to a Vercel login when it protects the URL they request. Team members, project members, granted users, shareable-link holders and callers using the bypass header can get through.
Does Standard Protection cover my production domain?
No. Standard Protection protects all domains except production domains, while All Deployments protects preview and production URLs, including the production domain. A hostname that is not a production domain is protected under Standard Protection.
Can an uptime monitor get past Deployment Protection?
Yes. The docs describe Protection Bypass for Automation for monitoring tools. Send the secret in the x-vercel-protection-bypass header, or as a query parameter if the tool cannot set headers.
Do I need a paid plan to use the bypass header?
The docs list Protection Bypass for Automation as available on all plans, which includes Hobby.