On April 17th, Twilio re-launched the Sole Proprietor Brand registration offering (formerly known as “Starter Brand”). This article covers some of the common reasons for Brand registration failure and how to re-submit your Brand if it fails.
Why did my Brand registration fail?
A Brand failure can happen due to an incorrect bundle SID being used or invalid/misformatted registration data. To check why your Brand may have failed, please review our Sole Proprietor Onboarding Guide and make sure your registration information meets the requirements listed in the below description:
| Field | Description |
| First and last name | The customer's first and last name. |
|
This must be a well formatted address with a valid domain and cannot be a disposable address. This email address can only be used a maximum of 10 times across all A2P Brand registrations with TCR. If your customer is registered for A2P 10DLC with another vendor, that counts towards this limit. |
|
| Phone number | The customer's business/contact phone number. It must be a well-formatted number and can be a landline, mobile, or other number. |
| Mobile number |
This mobile number is critical in the registration process and is used for sending an SMS verification request to the customer, which they must respond to. This must be a valid US or Canadian mobile number only where the customer can be reached. This cannot be a number which you've acquired from a CPaaS provider such as Twilio. This mobile number can only be used a maximum of three times across all A2P Brand registrations with TCR. If your customer is registered for A2P 10DLC with another vendor, that counts towards this limit. You may use the same number for both the Phone Number field and the Mobile Number field, provided that this number satisfies all of the requirements here |
| Address |
Must be a valid US or Canadian address. It can be a PO Box. This address can only be used a maximum of 10 times across all A2P Brand registrations with TCR. If your customer is registered for A2P 10DLC with another vendor, that counts towards this limit. |
| Brand name |
If your customer is a Sole Proprietor business, this must be the customer's real business name. For Sole Proprietor businesses, their business name is usually their first name and last name, but you can also provide a DBA name if there is one. If your customer is not a business entity but instead is a hobbyist / college student, etc., please provide their first name and last name. This field cannot be a unique identifier such as an account ID or email address. |
| Vertical (optional field) | You can select from a set of predefined values, which are the same as the vertical field in Primary Customer Profiles and Secondary Customer Profiles. See the list of available values here. |
Will I get an error message if my Brand fails?
A failed brand will result in a ‘FAILED’ brand registration status with one of the failure reasons noted in our Sole Proprietor Brand Registration Status documentation.
NOTE: As of launch, the registration status reason will NOT list the specific reason for failure. The API/console will be updated in the coming weeks to include failure reasons, but in the meantime, please see the above question for details on why a Brand may fail.
How can I re-submit my Brand after I’ve corrected it?
The ability to edit failed Sole Proprietor Brands is still in development. ISV customers can just create a new Brand with the corrected registration information. Direct customers will need to locate their Brand in the Twilio console, copy the Brand information provided, and contact Support pasting the Brand information into the comment of your message.
I’m still unclear on why my Brand failed, what do I do?
If you’ve reviewed the registration requirements and are still unsure why your Brand failed, please locate your Brand in the Twilio console, copy the Brand information provided, and contact Support pasting the Brand information into the comment of your message.
Where can I find more information on Sole Proprietor registration?
For more information on Sole Proprietorship registration see our new Sole Proprietor API Documentation and New Changes to A2P 10DLC Starter Brands FAQ.