The policy must state who the business is
The requirementstatement
The privacy policy must identify the business: legal name, any DBA, postal address, email address and phone number.
- 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
- privacy policy identity block
- Where it liveslayer
- Policy pagesPOLICY_PAGE
- How Ekas settles itdetectability
- AI · crawlCRAWL
- Needs your live site or policy page fetched and read. Ekas crawls it the way a reviewer would.
- What the fix involvesfailureClass
- Fix the policyTERMINAL_POLICY
- The fix lives in your privacy policy or SMS terms. Ekas can generate the missing clauses.
- Who requires itauthorities
- GDPRTwilioTCR
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
The identity block is the mechanism by which a vetter binds a policy to a brand record — without it, the document could belong to anyone, and a reviewer comparing it against the registration has nothing to compare. It is also what a consumer needs in order to exercise any of the rights the rest of the document grants them: a policy that promises deletion and names nobody to ask is not a promise.
How to fix itremediation
Add a "Who we are" block carrying the registered legal name, the trading name, the postal address, a privacy email and a phone number, and make those values the same as the brand record. Done when a reader can identify and contact the business without leaving the document.
A compliant exampleexample
Acme Coffee Co, LLC, trading as Acme Coffee · 1240 Mission St, Suite 400, San Francisco, CA 94103 · support@acmecoffee.com · 415-555-0134
Common mistakespitfalls
- A contact form link is not a contact route for this purpose — the address and at least one direct channel have to be in the text, because the reviewer is matching strings against the brand record.
Provider rejection codescodes
The code you get back when this rule is what failed, and whether that provider lets you resubmit.
| Provider | Code | Resubmit |
|---|---|---|
| Bandwidth/DCA | 807 | Yes |
Rules you will hit next
Other policy pages rules at the same severity. A registration is judged as a whole, not rule by rule.
POL-001A privacy policy URL is required on the campaignBlockingBLOCKINGPOL-002A terms and conditions URL is required on the campaignBlockingBLOCKINGPOL-003An uploaded policy document must fit the provider file constraintsBlockingBLOCKINGPOL-005The terms and conditions attestation must be setBlockingBLOCKINGPOL-010Both policy URLs must resolve and return content anonymouslyBlockingBLOCKINGPOL-015The policy host must serve a valid certificate of its ownBlockingBLOCKING
POL-096 is one of 157 policy pages rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.