{
  "id": "BRD-150",
  "slug": "brd-150",
  "title": "The vertical must be one of the 23 registry values",
  "statement": "The industry vertical must be one of the 23 TCR values, and is required for every entity type except sole proprietor.",
  "rationale": "The vertical drives use-case eligibility and part of the trust score, and the registry rejects a value outside its own vocabulary rather than mapping it to the nearest match. The trap is that the neighbouring vocabularies are plausible: Twilio publishes a longer business-industry list, so NON_PROFIT and BANKING look like valid verticals and are not — TCR spells the first NGO and has no entry for the second.",
  "layer": "BRAND",
  "layerSlug": "brand",
  "object": "brand.vertical",
  "severity": "BLOCKING",
  "detectability": [
    "DETERMINISTIC"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "TCR",
    "Telnyx",
    "Twilio"
  ],
  "applicability": {
    "excludeEntityTypes": [
      "SOLE_PROPRIETOR"
    ]
  },
  "applicabilityText": "Applies when the brand is NOT a sole proprietor.",
  "universal": false,
  "remediation": "Choose the vertical from the TCR list of 23. A charity is NGO, not NON_PROFIT; a bank is FINANCIAL, not BANKING. Done when the submitted string is character-identical to one of the 23 values.",
  "example": "vertical: NGO — the TCR value for a charity, where Twilio's list would say NON_PROFIT",
  "pitfalls": [
    "A form built against Twilio's business-industry enum will offer values TCR rejects, and the field will look correctly populated right up to the rejection."
  ],
  "notes": "The mechanical half of the vertical question. BRD-151 judges whether the chosen vertical is PLAUSIBLE for the business; this rule only asks whether the value exists. A vertical can pass here and fail there.",
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/brand/brd-150/",
  "markdown": "https://ekas.io/rules/10dlc/brand/brd-150.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}