Say whether you are the business or a reseller registering for it

The requirementstatement

The business-identity and reseller flags must say correctly whether the registering party is the brand itself or an ISV, reseller or partner.

Severityseverity: MediumMEDIUMUsually survives review, but lowers your trust score or invites a manual look you would rather avoid.
When it bitesphase: Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
What is checkedobject: brand.business_identity + brand.is_reseller
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: TwilioTelnyx
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

This flag is how the platform knows whether to expect the brand's own details or a third party's, and it changes what is treated as a contradiction: an agency address on a direct-customer registration is a finding, while the same address on a declared reseller registration is not. Setting it wrong turns correct data into suspicious data.

How to fix itremediation

Set the flag to direct_customer when the business is registering itself, and to isv_reseller_or_partner when you are registering on someone else's behalf. Declaring the reseller relationship does not weaken the registration — concealing it does. Done when the flag matches who filled the form in.

A compliant exampleexample

is_reseller: false · business_identity: direct_customer — for a business registering itself

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	30894	Yes

Notesnotes

Only the internal consistency of the two fields is checkable here. Whether the declared answer is TRUE is BRD-160 and BRD-121, which read it against the campaign and the contact details.

Rules you will hit next

Other brand rules at the same severity. A registration is judged as a whole, not rule by rule.

BRD-037Low-Volume Standard is not available to a non-US brand that needs vettingMediumMEDIUM BRD-051Russell 3000 membership sets the starting carrier classMediumMEDIUM BRD-059A unified fundraising short code needs five years of operating historyMediumMEDIUM BRD-090A sole-proprietor brand cannot move between providersMediumMEDIUM BRD-106The business phone should be findable in a web searchMediumMEDIUM BRD-126The brand website is the root domain, not a page inside itMediumMEDIUM

All brand rules

BRD-157 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.