A display name is required, and so is the DBA field
The requirementstatement
The display name must be populated within its length bound, and the DBA field must be populated even when it is identical to the legal name.
- 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.dba
- 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
- Fix the fieldRETRY_FIELD
- A better value in the form fixes it. Ekas can rewrite it and re-check.
- Who requires itauthorities
- TCRTelnyx
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
The display name is the string a consumer sees attributed to the messages, so an empty one leaves the brand identified only by a legal entity nobody recognises. The DBA field trips people separately: it reads as optional when the business does not trade under a different name, and Telnyx requires it populated regardless — repeating the legal name there is the expected answer, not a workaround.
How to fix itremediation
Populate the display name with the name customers know you by, and copy it into the DBA field if you do not trade under anything else. Done when both fields hold a value, even if it is the same value twice.
A compliant exampleexample
display_name: Acme Coffee · dba: Acme Coffee — repeated deliberately, not left blank
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 proprietorBlockingBLOCKINGBRD-002Legal name must match the IRS record for the EINBlockingBLOCKINGBRD-003Legal name must carry its exact entity suffix as filedBlockingBLOCKINGBRD-008Legal name must not carry an appended personal name or roleBlockingBLOCKINGBRD-009The legal name field takes the legal name, not the trading nameBlockingBLOCKINGBRD-011A legal business name may back only one brand across the whole registryBlockingBLOCKING
BRD-145 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.