{
  "id": "BRD-011",
  "slug": "brd-011",
  "title": "A legal business name may back only one brand across the whole registry",
  "statement": "A legal business name already registered as a brand at TCR cannot be registered again, by anyone.",
  "rationale": "Brand uniqueness is registry-wide, not per account: if another CSP has already registered this business, the second submission collides with a record neither you nor the customer can see. Agencies hit this constantly when a client registered themselves first, or moved between platforms and left the old brand behind, and the rejection names a duplicate the customer will swear does not exist.",
  "layer": "BRAND",
  "layerSlug": "brand",
  "object": "brand.company_name",
  "severity": "BLOCKING",
  "detectability": [
    "EXTERNAL_DATA"
  ],
  "failureClass": "TERMINAL_EXTERNAL",
  "authorities": [
    "Twilio",
    "TCR"
  ],
  "codes": [
    {
      "provider": "Twilio",
      "code": "30703",
      "remediable": true
    }
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Ask the customer whether they have ever registered 10DLC before, with anyone — including a previous agency or a platform they no longer use. If they have, the existing brand must be released or shared rather than duplicated; contact the CSP that holds it. Done when either no prior brand exists or the existing one has been transferred to you.",
  "notes": "Off-platform: the duplicate lives in TCR, which we cannot query. The user has to establish for themselves whether the business has an existing brand — the reliable way is to ask the customer directly who has previously sent SMS on their behalf, since a forgotten registration from a former vendor is the usual cause. Do not resubmit hoping for a different answer; the check is exact and repeatable.",
  "phase": "approval",
  "automated": false,
  "attestation": {
    "question": "Has this business ever registered a 10DLC brand before, with anyone — including a former agency or a platform it no longer uses?",
    "howToCheck": [
      "Ask the customer directly who has sent SMS on their behalf in the past, not whether they have a brand. A forgotten registration from a previous vendor is the usual cause.",
      "Where a prior brand exists, contact the CSP holding it to release or share it rather than registering a second one."
    ],
    "failureLooksLike": "The submission is refused as a duplicate of a brand the customer will swear does not exist, because it was created by an agency they parted with two years ago and it is invisible to both of you."
  },
  "url": "https://ekas.io/rules/10dlc/brand/brd-011/",
  "markdown": "https://ekas.io/rules/10dlc/brand/brd-011.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}