# BRD-197 — Brand deletion cannot be undone

> A deleted brand cannot be reactivated; the deletion is final.

- **Rule ID:** BRD-197
- **Layer:** Brand (`BRAND`)
- **Checks:** `the delete request`
- **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:** Wait on an external system or a required interval
- **Required by:** TCR
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/brand/brd-197/

## Why this rule exists

There is no restore, so a brand deleted to tidy an account takes its verification, its vetting and its history with it — and rebuilding means paying the fees again and waiting out the verification again. Deletion is offered next to deactivation in most interfaces, and only one of the two is reversible.

## How to fix it

Deactivate the campaigns and leave the brand in place unless you are certain. If the goal is to stop traffic, that is what deactivation is for; deletion is only for a brand you will never use again. Done when the decision is deliberate rather than housekeeping.

## Check this yourself

**Are you certain this brand will never be used again — or do you actually want deactivation?**

1. If the goal is to stop traffic, deactivate. Deletion is final and there is no restore path at the registry or at any provider.
2. Price the rebuild before confirming: the verification fee, any vetting fee, the vetting lead time, and re-registering every campaign under a new brand.

*What wrong looks like:* A brand is deleted to tidy an account and takes its verification, its vetting and its history with it. Deletion sits next to deactivation in most interfaces and only one of the two is reversible.

## Notes

The registry offers no restore path and neither does any provider. What the user has to weigh before confirming is the cost of rebuilding: the verification fee, any vetting fee, the vetting lead time, and re-registering every campaign under a new brand.