Name fields must read as natural business text

The requirementstatement

The display name, company name, and any first and last name fields must contain real, natural text — not obfuscated, garbled, or placeholder strings.

Severityseverity: BlockingBLOCKINGBreaking this rule gets the submission rejected. There is no partial credit.
When it bitesphase: Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
What is checkedobject: brand.display_name + brand.company_name + brand.first_name + brand.last_name
Where it liveslayer: BrandBRAND
How Ekas settles itdetectability: AI · formAI_FORM; A semantic question about what you wrote: whether a description matches a use case, whether a name looks like a filed entity. Judged by a model against written criteria.
What the fix involvesfailureClass: Fix the fieldRETRY_FIELD; A better value in the form fixes it. Ekas can rewrite it and re-check.
Who requires itauthorities: TCRTwilioVonage
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

Obfuscated names are how bad actors evade brand-level blocklists, so the check exists to catch deliberate garbling — but it also catches honest submissions, because an internal reference like "ACME-STORE-04" or a keyboard-mashed test value left in place looks identical to evasion from the outside. The reviewer cannot tell the difference and does not try.

How to fix itremediation

Replace the value with the name a customer would recognise, written the way it appears on the shopfront or the website. Internal identifiers, store codes and account numbers belong in the reference id field. Done when every name field reads as something you could say aloud to a customer.

A compliant exampleexample

display_name: Acme Coffee — not "ACME-STORE-04", "acme test", or "Xx_acme_xX"

Common mistakespitfalls

A test brand created during an integration and then promoted to production carries the test name with it, and nothing in the promotion path re-reads that field.

Provider rejection codescodes

The code you get back when this rule is what failed, and whether that provider lets you resubmit.

Provider	Code	Resubmit
Twilio	30756	Yes
TCR	556	Yes

Notesnotes

TCR enforces the obfuscation check explicitly on sole-proprietor brands, where the first and last name fields are the identity; Twilio 30756 applies it to every brand. Authored universally, per the strict-superset model.

Rules you will hit next

Other brand rules at the same severity. A registration is judged as a whole, not rule by rule.

BRD-001A legal company name is required for every entity but a sole proprietorBlockingBLOCKING BRD-002Legal name must match the IRS record for the EINBlockingBLOCKING BRD-003Legal name must carry its exact entity suffix as filedBlockingBLOCKING BRD-008Legal name must not carry an appended personal name or roleBlockingBLOCKING BRD-009The legal name field takes the legal name, not the trading nameBlockingBLOCKING BRD-011A legal business name may back only one brand across the whole registryBlockingBLOCKING

All brand rules

BRD-012 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.