10DLC Site

In 10DLC, the "brand" is the company the person receiving the text believes is sending it. That is how The Campaign Registry defines it. When a reviewer opens your website, they should see that same company. Twilio says TCR runs automated website checks, and the site must show a clear relationship to the business name you registered. If your brand says "Smith Plumbing LLC" and your website says "Metro Home Pros" with no link between the two, expect questions.

What are the names that need to line up?

Name	What it is	Where reviewers see it
Legal name	The name on your IRS EIN documents	Brand registration
DBA	"Doing business as" name customers know	Brand registration, website, SMS terms
Domain	Your website address	Website field, links in messages
Support email domain	The part after @	Brand contact details
Name in messages	The brand in your sample messages	Sample messages, opt-in form

How exact does the legal name need to be?

Exact. Plivo's example: "Yourbusiness, Inc." is not the same as "Yourbusiness". Twilio error 30918 says the legal name must match IRS documents like the CP 575 (the IRS notice that assigns your EIN) or the 147C letter (the IRS EIN verification letter). Twilio also says new tax IDs can take 30 to 90 days to show up in validation databases. You can get an EIN free from the IRS, and you should never pay a fee for it.

What is the brand match checklist?

Legal name in the registration matches your EIN paperwork, including "LLC" or "Inc."
If customers know you by a different name, that DBA is added to your brand registration (Twilio 30918).
Your website shows your brand name clearly, ideally in the header and footer.
Your privacy policy and SMS terms name the same brand. Vonage says terms should include all brand names, including DBA.
Your support email uses your business domain, not Gmail or Yahoo (Plivo, Twilio 30881).
Your opt-in screenshots and forms show your company, not another one (Twilio 30927).
Your sample messages include your brand name (Twilio 30893).
The website does not redirect to a different brand or domain (Twilio collect business info).

Which providers say this?

Provider	Rule
Twilio	Rejects sites that don't match the brand, campaign, consent flow, or samples (30907); DBA must be registered (30918); opt-in evidence must be for the same company (30927); support email domain should align (30881)
Plivo	Company name and EIN exactly match tax documents; business email, not Gmail or Yahoo
Bandwidth	Brand must be the actual sender, not the software platform
Telnyx	Lists brand, website, and sample message mismatch as a common decline

What if I am an ISV or agency?

Register each client as its own brand and submit the client's website. Twilio error 30907 lists an ISV submitting its own platform site instead of the customer's as a rejection reason. Twilio error 30894 covers an ISV using its own details as the brand. Bandwidth says the brand must be the business sending the messages, not the software behind them.

What are common brand match mistakes?

Leaving off "LLC" or "Inc." or adding a comma that is not on the IRS letter.
Using a DBA on the website without adding it to the registration.
A domain that looks unrelated to the brand name, with no explanation on the site.
A support email at gmail.com or a different company's domain.
A website that redirects to a parent company or a different brand.

How does 10DLC Site handle it?

We register a new .com that matches your brand name and build the site around the exact legal name and DBA you give us. The same names appear across the site, privacy policy, SMS terms, and opt-in disclosure. Compliance Watch checks daily that your brand name still appears on the site.

Sources

Want to see whether your site matches your brand? Compare your site with the checklist, or see pricing for a new .com built around your brand name.