Changing a public brand's contact email resets its identity

The requirementstatement

Any change to a PUBLIC_PROFIT brand's business contact email resets identity verification and requires the 2FA to be completed again.

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.business_contact_email
Where it liveslayer: BrandBRAND
How Ekas settles itdetectability: DeterministicDETERMINISTIC; Settled in code from the values you submitted. No model involved, no judgement call, same answer every time.
What the fix involvesfailureClass: Wait on someone elseTERMINAL_EXTERNAL; Needs an external system or a waiting period, such as IRS propagation, a vetting result, or a carrier queue.
Who requires itauthorities: TCRTwilio
When it appliesapplicabilityText: Applies when the brand is a public company.

Why this rule existsrationale

The mailbox is the second factor, so replacing it replaces the evidence the verification rests on — the brand drops out of VERIFIED and the Authentication+ state goes with it. Teams make this change for entirely routine reasons, usually when the named person leaves, and discover the brand is unverified only when the next campaign is refused.

How to fix itremediation

Plan the change: the new contact must be available to answer a PIN within days of the edit, and campaign registration is blocked until they do. Where the change is only a departing employee, prefer a role-independent mailbox on the same domain that a person actually monitors.

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	30994	Yes

Check this yourselfattestation

Ekas flags this from what you submit, but the fact that settles it sits somewhere only you can reach.

Will the new contact be at their desk and able to answer a PIN within days of this change?

1Sequence the edit around the person: make it when the new contact is available, not the day before their holiday.
2Expect the brand to leave VERIFIED and campaign registration to be blocked for the whole gap.
3Where the change is only a departing employee, prefer a role mailbox on the same domain that a named person actually monitors.

What wrong looks like: The contact is updated routinely when someone leaves. The brand is silently unverified, and the team finds out when the next campaign is refused.

Notesnotes

The reset happens at the registry once the change is submitted. What the user has to do is sequence it — make the change when the new contact is at their desk, not during their holiday — because the brand is unverified for the whole gap, and every campaign under it is refused meanwhile.

Rules you will hit next

One other rule reads brand.business_contact_email. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.

BRD-117A public company must supply a business contact emailBlockingBLOCKING 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

All brand rules

BRD-120 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.