# BRD-150 — The vertical must be one of the 23 registry values

> The industry vertical must be one of the 23 TCR values, and is required for every entity type except sole proprietor.

- **Rule ID:** BRD-150
- **Layer:** Brand (`BRAND`)
- **Checks:** `brand.vertical`
- **Severity:** BLOCKING — Breaking this rule gets the submission rejected outright.
- **When it bites:** Gates approval — get this wrong and registration is refused
- **How it is detected:** Deterministic (settled in code from the submitted values)
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** TCR, Telnyx, Twilio
- **Applies:** Applies when the brand is NOT a sole proprietor.
- **Canonical URL:** https://ekas.io/rules/10dlc/brand/brd-150/

## Why this rule exists

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.

## How to fix it

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 of a compliant value

```text
vertical: NGO — the TCR value for a charity, where Twilio's list would say NON_PROFIT
```

## Common mistakes

- 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.