Keep the appeal explanation inside its limit
The requirementstatement
The appeal explanation must be no longer than 1,024 characters.
- 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
- appeal.explanation
- 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
- TCR
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
The field is silently bounded, and an appeal is exactly the moment someone writes at length — the whole history of the registration, every correction attempted. The submission is rejected on the length rather than truncated, so the work is lost along with the attempt.
How to fix itremediation
Write the explanation as three sentences: what was decided, what is wrong with it, and what the attached document proves. Put the detail in the attachments, which is where a reviewer looks anyway. Done when the field is under 1,024 characters.
A compliant exampleexample
explanation: "The brand was refused as unverified. The legal name on the registration matches the attached CP-575 exactly, including the comma before LLC. The address matches the same letter. Please re-run verification against the attached document."
Provider rejection codescodes
The code you get back when this rule is what failed, and whether that provider lets you resubmit.
| Provider | Code | Resubmit |
|---|---|---|
| TCR | 501 | Yes |
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 vettingMediumMEDIUMBRD-051Russell 3000 membership sets the starting carrier classMediumMEDIUMBRD-059A unified fundraising short code needs five years of operating historyMediumMEDIUMBRD-090A sole-proprietor brand cannot move between providersMediumMEDIUMBRD-106The business phone should be findable in a web searchMediumMEDIUMBRD-126The brand website is the root domain, not a page inside itMediumMEDIUM
BRD-257 is one of 196 brand rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.