The support contact must be the end customer's, not the agency's
The requirementstatement
The brand contact email must reach the business being registered, not the ISV, agency or reseller that filed the registration.
- Severityseverity
- HighHIGHRejected by at least one carrier or provider, and a common cause of failure at the rest.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- brand.email vs the registering tenant
- 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
- Twilio
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
The contact address is where a carrier investigation and a consumer complaint land, so an agency address puts a middleman between the regulator and the business that owns the consent. It also drives a specific failure the agency never sees: the verification mail goes to the agency, the customer never learns their brand needs action, and the registration stalls while both sides wait for the other.
How to fix itremediation
Put the end customer's own support mailbox in the brand email field — the one printed on their website. Your own address belongs on the CSP or reseller record, where it will still receive the API notifications. Done when the brand email is on the customer's domain.
A compliant exampleexample
brand email: support@acmecoffee.com — not support@northstarplatform.io on a brand registered for Acme Coffee
Common mistakespitfalls
- A shared mailbox you monitor on the customer's behalf still has to be on their domain. Forwarding is fine; the address is what is compared.
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 | 30881 | Yes |
| Twilio | 30894 | Yes |
Rules you will hit next
Other brand rules at the same severity. A registration is judged as a whole, not rule by rule.
BRD-006Submit every name line above the address on a multi-line IRS recordHighHIGHBRD-007TCR takes only the first line of the IRS-registered nameHighHIGHBRD-010Take the legal name from the CP-575 or 147C, never a W-2 or W-9HighHIGHBRD-014An acquired business registers the details it filed taxes underHighHIGHBRD-027EIN must be old enough to have propagated to IRS recordsHighHIGHBRD-034Validate a non-US identifier against its home register before submittingHighHIGH
BRD-121 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.