10DLC Brand Registration: Fields, Paths, and the EIN Rule
Registering your Brand is the identity layer of 10DLC. Get the legal name, EIN, and authorized rep exactly right — mismatches here are a top cause of failed registrations and rejected campaigns.
The Brand is your verified business identity record in TCR . It holds your Trust Score and your T-Mobile daily cap, and every campaign you register hangs off it. Get the identity data exactly right the first time — the most common reason a brand lands in an “unverified” state is a name or ID that doesn’t match official records.
Required brand identity fields
| Field | Notes |
|---|---|
business_name | Exact legal name matching EIN/IRS records (per your CP 575 or 147c letter). This is the field people get wrong most often. |
business_type | Corporation, LLC, Partnership, Co-operative, Non-profit Corp |
business_registration_identifier + _number | The business ID and its value: EIN (US), DUNS, CBN, CN, ACN, CIN, VAT, etc. EIN is required for Standard and Low-Volume Standard. |
business_industry | Vertical — HEALTHCARE, RETAIL, FINANCIAL, etc. |
business_regions_of_operation | Where you operate |
company_type | public / private / non-profit / government |
stock_exchange + stock_ticker | Only if the company is public |
website_url | Functional, HTTPS, and clearly related to the business name |
social_media_profile_urls | Optional but helps verification |
| Authorized representative | First/last name, business title, job position (CEO/CFO/VP/Director…), E.164 phone, and a non-disposable business email (no free/personal email for public brands) |
| Physical address | Street, city, region (2-letter), postal code, ISO country |
The three registration paths
Which path you take is determined mostly by one question — do you have an EIN? — and secondarily by your expected volume.
| Path | Who it’s for | EIN? | Key limits |
|---|---|---|---|
| Sole Proprietor | Individuals / small businesses without an EIN (US or Canada) | No — OTP verification instead | 1 campaign, 1 number/campaign, no Trust Score, 1,000 msg/day (T-Mobile), 15 msg/min (AT&T) |
| Low-Volume Standard | Senders under ~6,000 segments/day | Yes | Skips automatic secondary vetting (skip_automatic_sec_vet=true), lower bundled cost, capped throughput |
| Standard | Higher-volume senders | Yes | Includes secondary vetting, supports the highest throughput tiers |
The practical decision:
- No EIN? You must use Sole Proprietor — and if you have an EIN, you are not eligible for it and must choose Low-Volume Standard or Standard.
- Have an EIN but low volume / cost-sensitive? Low-Volume Standard skips the automatic ~$41.50 secondary vet and bundles cheaper, at the cost of capped throughput.
- Need real throughput? Standard, paired with external vetting to push your Trust Score into the top tiers.
See the Sole Proprietor page for when that path beats Low-Volume Standard.
Brand status values
After submission, TCR returns one of:
APPROVED— identity verified; you can register campaigns.IN_REVIEW— pending; usually clears in hours, occasionally up to ~7+ business days for manual review.FAILED— identity couldn’t be verified. Almost always a name/EIN mismatch or a website problem. Fix the data and resubmit (a brand identity resubmit is $4.50).SUSPENDED— a compliance or trust issue; contact your CSP.
Common brand-level failures (and the fix)
Most brand failures trace to identity data that doesn’t reconcile against official records or a website that doesn’t back up the claimed business:
- Legal name doesn’t match the EIN/IRS record — use the name exactly as on your CP 575 / 147c letter, including punctuation and “LLC”/“Inc.”
- DUNS used as the primary ID — switch to EIN; demote DUNS to supplemental.
- Personal/free email for the authorized rep — use a business-domain address.
- Website mismatch, HTTP-only, broken, or “under construction” — serve a working HTTPS site whose content matches the registered name.
These same identity issues resurface at the campaign stage, so getting the brand clean pays off twice. The full list of rejection codes and fixes is on the rejection reasons page.
Next: Register a campaign →