The vertical must be one of the 23 registry values
The requirementstatement
The industry vertical must be one of the 23 TCR values, and is required for every entity type except sole proprietor.
- 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.vertical
- 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
- TCRTelnyxTwilio
- When it appliesapplicabilityText
- Applies when the brand is NOT a sole proprietor.
Why this rule existsrationale
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 itremediation
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.
A compliant exampleexample
vertical: NGO — the TCR value for a charity, where Twilio's list would say NON_PROFIT
Common mistakespitfalls
- 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.
Notesnotes
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.
Rules you will hit next
One other rule reads brand.vertical. 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-151Vertical must come from the correct provider-specific listMediumMEDIUMBRD-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 nameBlockingBLOCKING
BRD-150 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.