The two bundle identifiers must not be transposed

The requirementstatement

The customer-profile and A2P bundle identifiers must be distinct, belong to the same account, and not be swapped.

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 bundle identifiers
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: Twilio
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

The two identifiers have the same prefix and the same length, sit next to each other in the request, and describe different objects — so transposing them produces a submission that validates structurally and fails on a message about bundle validation. It is one of the very few brand errors that is genuinely a typo rather than a misunderstanding.

How to fix itremediation

Read both identifiers back from the account and confirm which is the customer profile and which is the A2P bundle before resubmitting. Fix the upstream profile first if it is the one at fault — updating the brand alone re-fails for the same reason. Done when the two are distinct and each is in its own field.

A compliant exampleexample

customer_profile_bundle_sid: BU1111… · a2p_profile_bundle_sid: BU2222… — two different identifiers, each in its own field

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	30793	Yes

Notesnotes

Absorbs OPS-346, which adds that the upstream profile must be corrected first. Only the shape and the distinctness are checkable here; whether each identifier points at the right object needs the account, which is external.

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-191 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.