Brand review asks who is responsible for the messages. The safest preparation is exact, boring consistency across official records, the public website, and the campaign that follows.
Use the exact legal name
For a United States entity, provider guidance says the legal business name must match the name associated with the EIN. Twilio points filers to the CP 575 EIN confirmation letter or a 147c letter, including every legal-name line above the address.
- Keep suffixes, punctuation, spacing, and abbreviations consistent.
- Do not replace the legal entity with a product name or informal DBA.
- Use the correct brand type for a business that has an EIN.
Match the EIN record
A valid EIN can still fail when the submitted legal name does not match the tax record. Recently issued identifiers may also need time to propagate through validation systems. Do not guess at a different name to force a match.
Make the website corroborate it
The submitted website should identify the same business responsible for the brand. Business name, address, contact details, policy pages, and messaging purpose should not point to a different entity.
Carry the identity forward
After brand registration, keep the same sender identity in the campaign description, consent language, sample messages, and policy pages. A DBA or product name can appear only when the provider workflow supports it without obscuring the registered entity.
Questions
Can I use a DBA instead of the legal name?
A DBA that does not match the registered brand can cause a campaign mismatch. Use the exact legal entity where the provider asks for it, and keep any DBA relationship clear on the website.
Where should I confirm the legal name?
Twilio directs United States entities to the CP 575 EIN confirmation letter or a 147c letter rather than relying on a W2 or W9 name.
Does an EIN belong in a sole proprietor brand?
Provider eligibility differs by brand type. Twilio states that a sole proprietor with an EIN should use a Standard or Low-Volume Standard brand rather than its no-EIN sole proprietor path.
Provider sources
- HighLevel: A2P 10DLC Brand Approval Best Practices
- Twilio: Gather the Required Business Information
- Twilio error 30799: Unable to verify registration details
- Twilio error 30918: DBA name mismatch
Source links point to HighLevel and Twilio provider documentation. Check the current version before filing.