An identity appeal has a window, and it runs from brand creation

The requirementstatement

An identity-status appeal must be submitted within 45 calendar days of the brand being created, not of the decision being received.

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: brand appeal submission vs brand creation date
Where it liveslayer: OperationalOPERATIONAL
How Ekas settles itdetectability: Post-submissionUNDETECTABLE_PRE_SUBMISSION; The subject does not exist yet at submission time: a reply window, an expiring PIN, a queue position. Reported with its deadline.
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

The clock is the surprising part: it starts when the brand record is created, so a registration that sat in review for three weeks and was refused has already spent most of its appeal window before anybody saw the refusal. Teams plan the appeal around the rejection date, gather the CP-575, and file after the window shut — at which point the only route left is a new brand and a second set of fees.

How to fix itremediation

Diarise the appeal deadline as 45 days from the day the brand was created, and gather the federal tax documentation while the review is still running rather than after a refusal. Done when the appeal is filed inside that window, with every page of the CP-575 or 147C attached.

Check this yourselfattestation

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

What date was this brand created, and is today inside the 45 days that run from it?

1Look the brand's creation date up in the registry console — not the date of the refusal, which is what everyone plans around.
2Add 45 calendar days and compare that to today.
3Gather the federal tax documentation while the review is still running, so an appeal can be filed the day a refusal lands.

What wrong looks like: A registration sat in review for three weeks and was refused, so most of the appeal window was spent before anyone saw the decision. Filing late leaves only a new brand and a second set of fees.

Notesnotes

Not decidable here: no submitted field carries the brand creation date, so the registry cannot compute the deadline. Surfaced as a warning with the check the user has to run themselves — look up the brand's creation date in the registry console, add 45 days, and compare that to today before planning any appeal. BRD-260 and BRD-258 cover what the appeal must contain once you are inside the window.

Rules you will hit next

Other operational rules at the same severity. A registration is judged as a whole, not rule by rule.

OPS-026The universal opt-out keyword set must be declaredBlockingBLOCKING OPS-027Opt-out keyword handling must be declared, not assumedBlockingBLOCKING OPS-029A revocation must survive punctuation, case and surrounding wordsBlockingBLOCKING OPS-031A plainly-worded opt-out counts even with no keyword in itBlockingBLOCKING OPS-033STOP must never come back as an errorBlockingBLOCKING OPS-037On a shared address, STOP must stop everythingBlockingBLOCKING

All operational rules

OPS-323 is one of 139 operational rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.