A duplicate on any identity field blocks the submission

The requirementstatement

A brand submission is blocked where it matches an existing brand on legal name, registration number, mobile number, representative phone, email, website or stock symbol.

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: the seven-field duplicate key
Where it liveslayer: BrandBRAND
How Ekas settles itdetectability: External recordEXTERNAL_DATA; The fact that settles it lives in a register we cannot query, such as the IRS file, a postal database, or another provider’s tenant. Reported as a warning with the evidence to check, not as a pass.
What the fix involvesfailureClass: Wait on someone elseTERMINAL_EXTERNAL; Needs an external system or a waiting period, such as IRS propagation, a vetting result, or a carrier queue.
Who requires itauthorities: TwilioTCR
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

Duplicate detection runs across seven fields at once and reports the first collision it finds, so a registration can be refused for a field nobody thought was an identifier — a shared support email, a website reused across locations. It fires before the per-field rules, which is why the message is generic and the cause is usually not the field the team was looking at.

How to fix itremediation

Before resubmitting, check all seven fields against any other brand your organisation has registered: legal name, registration number, mobile number, representative phone, contact email, website and stock symbol. Change the one that genuinely belongs to the other brand rather than varying a value to get past the check.

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	30703	Yes

Check this yourselfattestation

No tool can settle this one for you. Here is the check, and what wrong looks like.

Have you checked all seven duplicate-key fields against every other brand your organisation has registered?

1Enumerate your own brands first — a collision with your own earlier registration is far more likely than one with a stranger.
2Compare each of the seven: legal name, registration number, mobile number, representative phone, contact email, website, stock symbol.
3Change the value that genuinely belongs to the other brand. Do not vary a value to get past the check.

What wrong looks like: The refusal is generic and fires before the per-field rules, so it names no field. The cause is usually a shared support mailbox or a website reused across locations — something nobody thought was an identifier.

Notesnotes

The consolidated duplicate key; the per-field rules (BRD-011, BRD-050, BRD-107, BRD-135) remain separate because each has its own limit semantics — some allow reuse up to a count, this one allows none. The collision is against the whole registry. What the user has to do is enumerate their own brands first, since a collision with their own earlier registration is far more likely than one with a stranger.

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 proprietorBlockingBLOCKING BRD-002Legal name must match the IRS record for the EINBlockingBLOCKING BRD-003Legal name must carry its exact entity suffix as filedBlockingBLOCKING BRD-008Legal name must not carry an appended personal name or roleBlockingBLOCKING BRD-009The legal name field takes the legal name, not the trading nameBlockingBLOCKING BRD-011A legal business name may back only one brand across the whole registryBlockingBLOCKING

All brand rules

BRD-177 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.