An appeal is void if you edit the identity you are appealing

The requirementstatement

Legal name, entity type, tax ID and tax ID issuing country must not be updated before an appeal is filed, and no brand update may be submitted while one is in flight.

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 + brand.brand_changes
Where it liveslayer: OperationalOPERATIONAL
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

An appeal argues that the registry got the existing record wrong, so editing that record first removes the thing being argued about — the registry treats the brand as a fresh claim and refuses the appeal, and the appeal window keeps running. The instinct after a rejection is to fix the data and appeal in the same sitting, which is the exact order that destroys the appeal: resubmitting corrected data and appealing an unchanged record are two different remedies and you get to use one.

How to fix itremediation

Decide first which remedy applies: resubmit when the data was wrong, appeal when the data is right and the decision is not. If you are appealing, leave legal name, entity type, tax ID and issuing country exactly as submitted until the appeal completes. Done when the appeal is filed against a record that has not been touched since the decision.

A compliant exampleexample

Appealing: brandChanges is empty — the record stays exactly as the registry refused it.

Common mistakespitfalls

The lock covers the appeal window as well as the moment before it: an update sent while the appeal is open is refused, and support cannot reopen it for you.

Notesnotes

Absorbs OPS-325, which states the during-appeal half of the same lock; the fix is identical for both. Distinct from BRD-044, which reports what an identity edit costs on any brand — this rule reports what it destroys on an appealing one, and only fires when an appeal is part of the submission.

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-324 is one of 139 operational rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.