A brand covers exactly one sender

The requirementstatement

Each brand must be scoped to a single message sender — one brand per company, client, franchise or subsidiary, and no number shared between brands.

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: the brand record
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: TwilioBandwidthTelnyx
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

The brand is what a consumer would use to work out who texted them, so a brand covering several companies makes that question unanswerable and puts each company's complaint history on the others' record. Franchise groups and agencies reach it by economy: one registration is cheaper than forty, and the Agents & Franchises use case sounds like permission to do exactly that. It is not — it describes messaging on behalf of franchisees, not registering them as one brand.

How to fix itremediation

Register one brand per legal entity that sends, each with its own EIN, website and contact details, and give each brand its own numbers. Where you manage many of them, that relationship belongs on the CSP record rather than being folded into a single brand. Done when every company named anywhere in the campaign has its own brand.

A compliant exampleexample

One brand for Acme Coffee Co, LLC and a separate brand for each franchisee — not one "Acme Coffee Group" brand covering all of them

Common mistakespitfalls

Sharing one phone number across brands fails for the same reason from the other direction: the number is what the carrier attributes traffic by, so two brands on one number cannot be told apart.

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	30926	Yes
Telnyx	710	Yes

Notesnotes

Absorbs BRD-162 (one brand per end customer, stated as the ISV-side obligation) and OPS-367 (no number shared across brands). Distinct from BRD-160, which asks whether the RIGHT entity was registered; this rule asks whether ONE entity was.

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-015 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.