Brand deletion cannot be undone

The requirementstatement

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

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 delete request
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: 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: TCR
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

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 itremediation

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 yourselfattestation

Ekas flags this from what you submit, but the fact that settles it sits somewhere only you can reach.

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

1If the goal is to stop traffic, deactivate. Deletion is final and there is no restore path at the registry or at any provider.
2Price 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.

Notesnotes

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.

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-197 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.