US 10DLC brands

A brand is the business behind your messages: its legal identity, tax ID, website and contact details. The US 10DLC registry verifies the brand before any campaign under it can be approved. One brand can own many campaigns.

Building with code? The full request and response for every call here are in the brand endpoints of the Messaging API.

In the console, brands live under SMS & RCS → Registration → Brands. This page covers the same flow through the API.

Have the registration checklist ready. The legal name, tax ID and address must match the entity’s official records exactly.

Brand fields

Send these fields on POST /10dlc/brands and on PUT /10dlc/brands/{id}. The PUT takes the full body, not a patch.

Field	Type	Required	Description
`referenceId`	string	no	Your own idempotency reference. A retry with the same value reconciles to the same brand instead of creating a second one. Ignored on `PUT`.
`name`	string	yes	The brand name customers recognise.
`legalName`	string		The registered legal name of the entity.
`brandType`	string	yes	`TENDLC_PRIVATE_COMPANY`, `TENDLC_PUBLIC_COMPANY`, `TENDLC_NON_PROFIT`, `TENDLC_GOVERNMENT` or `TOLL_FREE_NUMBER`.
`website`	string		Public website URL on the brand’s own domain.
`supportEmail`	string		Monitored support mailbox.
`supportPhone`	string		Support phone number in E.164 format.
`vertical`	string		Industry of the business. See values.
`taxId`	string		EIN for US entities, or the business registration number for other countries.
`taxIdIssuingCountry`	string		ISO 3166-1 alpha-2 code of the country that issued `taxId`.
`countryCode`	string		ISO 3166-1 alpha-2 code of the country of registration.
`address`	object		Registered address: `street`, `city`, `state`, `zipCode`.
`alternateBusinessId`	object		Additional business identifier, as accepted by the registry.
`businessContactFirstName`	string		First name of the person the registry can contact.
`businessContactLastName`	string		Last name of that person.
`businessContactEmail`	string		Email of that person.
`businessDba`	string		Trading name if it differs from `legalName`. Note the casing: `businessDba` here, `businessDBA` on the toll-free request.
`legalEntityType`	string		`PRIVATE_COMPANY`, `PUBLIC_COMPANY`, `NON_PROFIT`, `GOVERNMENT` or `SOLE_PROPRIETOR`.
`businessRegistrationType`	string		For non-US entities: the type of number in `taxId`. See values.
`taxExemptStatus`	string		Tax-exempt classification for non-profits, as accepted by the registry.
`stockExchange`	string		Exchange ticker listing, for `TENDLC_PUBLIC_COMPANY`.
`stockSymbol`	string		Ticker symbol, for `TENDLC_PUBLIC_COMPANY`.

Registry values

The US 10DLC registry accepts these values. Vobiz passes them through as you send them.

vertical

AGRICULTURE, COMMUNICATION, CONSTRUCTION, EDUCATION, ENERGY, ENTERTAINMENT, FINANCIAL, GAMBLING, GOVERNMENT, HEALTHCARE, HOSPITALITY, HUMAN_RESOURCES, INSURANCE, LEGAL, MANUFACTURING, NGO, POLITICAL, POSTAL, PROFESSIONAL, REAL_ESTATE, RETAIL, TECHNOLOGY, TRANSPORTATION

legalEntityType

PRIVATE_COMPANY, PUBLIC_COMPANY, NON_PROFIT, GOVERNMENT, SOLE_PROPRIETOR

businessRegistrationType (non-US entities)

VAT, CBN, PROVINCIAL_NUMBER, ABN, SIREN, NZBN, CIF, CNPJ, OTHER

Register a brand

Create the brand

POST /10dlc/brands creates the brand with stage: DRAFT. It is not submitted for review until you register it in the next step.

curl -X POST "https://api.vobiz.ai/api/v1/sms/10dlc/brands" \
  -H "X-Auth-ID: MA_XXXXXXXX" \
  -H "X-Auth-Token: YOUR_AUTH_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "referenceId": "acme-brand-2026",
    "name": "Acme",
    "legalName": "Acme Corporation",
    "brandType": "TENDLC_PRIVATE_COMPANY",
    "legalEntityType": "PRIVATE_COMPANY",
    "vertical": "TECHNOLOGY",
    "website": "https://example.com",
    "supportEmail": "support@example.com",
    "supportPhone": "+14155550100",
    "taxId": "12-3456789",
    "taxIdIssuingCountry": "US",
    "countryCode": "US",
    "address": {
      "street": "100 Market Street",
      "city": "San Francisco",
      "state": "CA",
      "zipCode": "94105"
    },
    "businessContactFirstName": "Jane",
    "businessContactLastName": "Doe",
    "businessContactEmail": "jane.doe@example.com"
  }'

import requests

BASE = "https://api.vobiz.ai/api/v1/sms"
HEADERS = {
    "X-Auth-ID": "MA_XXXXXXXX",
    "X-Auth-Token": "YOUR_AUTH_TOKEN",
    "Content-Type": "application/json",
}

brand = {
    "referenceId": "acme-brand-2026",
    "name": "Acme",
    "legalName": "Acme Corporation",
    "brandType": "TENDLC_PRIVATE_COMPANY",
    "legalEntityType": "PRIVATE_COMPANY",
    "vertical": "TECHNOLOGY",
    "website": "https://example.com",
    "supportEmail": "support@example.com",
    "supportPhone": "+14155550100",
    "taxId": "12-3456789",
    "taxIdIssuingCountry": "US",
    "countryCode": "US",
    "address": {
        "street": "100 Market Street",
        "city": "San Francisco",
        "state": "CA",
        "zipCode": "94105",
    },
    "businessContactFirstName": "Jane",
    "businessContactLastName": "Doe",
    "businessContactEmail": "jane.doe@example.com",
}

r = requests.post(f"{BASE}/10dlc/brands", headers=HEADERS, json=brand)
r.raise_for_status()
print(r.json()["id"], r.json()["stage"])

const BASE = "https://api.vobiz.ai/api/v1/sms";
const headers = {
  "X-Auth-ID": "MA_XXXXXXXX",
  "X-Auth-Token": "YOUR_AUTH_TOKEN",
  "Content-Type": "application/json",
};

const brand = {
  referenceId: "acme-brand-2026",
  name: "Acme",
  legalName: "Acme Corporation",
  brandType: "TENDLC_PRIVATE_COMPANY",
  legalEntityType: "PRIVATE_COMPANY",
  vertical: "TECHNOLOGY",
  website: "https://example.com",
  supportEmail: "support@example.com",
  supportPhone: "+14155550100",
  taxId: "12-3456789",
  taxIdIssuingCountry: "US",
  countryCode: "US",
  address: { street: "100 Market Street", city: "San Francisco", state: "CA", zipCode: "94105" },
  businessContactFirstName: "Jane",
  businessContactLastName: "Doe",
  businessContactEmail: "jane.doe@example.com",
};

const res = await fetch(`${BASE}/10dlc/brands`, {
  method: "POST",
  headers,
  body: JSON.stringify(brand),
});
if (!res.ok) throw new Error(await res.text());
const created = await res.json();
console.log(created.id, created.stage);

The response is 201 with the brand object. Keep id; every other call uses it.

Submit it to the registry

POST /10dlc/brands/{id}/register has no body. It returns 200 with the brand refreshed: stage becomes SUBMITTED and registrationStatus starts at PENDING.

Poll the registrar statuses

GET /10dlc/brands/{id}/registrar-statuses returns one entry per registrar:

[
  {
    "registrar": "REGISTRAR_NAME",
    "state": "ACTIVE",
    "brandIdentityStatus": "VERIFIED"
  }
]

registrar identifies the registrar that reported the state. brandIdentityStatus, brandAuthenticationStatus and rejectionReason appear only when the registrar has set them. An empty array means no registrar has reported yet. GET /10dlc/brands/{id} also refreshes the brand from the registry before returning it, so either call works for polling. The WebSocket 10dlc.brand.updated event tells you when the brand changes without polling.

Public companies: complete brand authentication

Brands with brandType: TENDLC_PUBLIC_COMPANY go through an extra authentication step. POST /10dlc/brands/{id}/brand-auth-verification starts it and returns 202 {"status": "requested"}. If the one-time code did not arrive, POST /10dlc/brands/{id}/resend-2fa sends it again, also 202 {"status": "requested"}. While the code is outstanding, registrationStatus reads PENDING_2FA.Calling either endpoint on another brand type returns 400 {"error": "invalid request: brand authentication is only available for TENDLC_PUBLIC_COMPANY brands"}.

Optional: request vetting to raise throughput

Registered brands start with a baseline message throughput. Vetting lets the registry assign a higher tier. POST /10dlc/brands/{id}/vet takes {"type": "STANDARD"}, ENHANCED or POLITICAL (default STANDARD; any other value is 400 {"error": "invalid request: type must be one of STANDARD, ENHANCED, POLITICAL"}). The 200 body is the vetting record as the registry returns it.GET /10dlc/brands/{id}/vets lists past vetting requests as {"results": [...], "paging": {"page", "size", "totalPages", "totalResults"}}. Pass page (0 or more) and size (0 to 100); other values return 400 {"error": "page must be >= 0 and size between 0 and 100"}.

Only request vetting with your own credentials, after you have confirmed any fee with support and established that your campaigns need the extra throughput.

Update or delete a brand

PUT /10dlc/brands/{id} replaces the brand with the full body you send, using the same fields as create. referenceId is ignored. Use it to fix a rejected brand before registering again.
DELETE /10dlc/brands/{id} returns 204. A brand that still owns campaigns returns 409 {"error": "conflict: brand still has 2 campaign(s); delete them first"}.
GET /10dlc/brands returns every brand on the account as an array, newest first.

The brand object

{
  "id": "9b2e1c40-8a3d-4f5e-9c1a-7d6b2e8f4a01",
  "accountId": "MA_XXXXXXXX",
  "name": "Acme",
  "legalName": "Acme Corporation",
  "brandType": "TENDLC_PRIVATE_COMPANY",
  "stage": "SUBMITTED",
  "registrationStatus": "ACTIVE",
  "brandIdentityStatus": "VERIFIED",
  "website": "https://example.com",
  "supportEmail": "support@example.com",
  "supportPhone": "+14155550100",
  "vertical": "TECHNOLOGY",
  "taxId": "12-3456789",
  "taxIdIssuingCountry": "US",
  "countryCode": "US",
  "address": {
    "street": "100 Market Street",
    "city": "San Francisco",
    "state": "CA",
    "zipCode": "94105"
  },
  "businessContactFirstName": "Jane",
  "businessContactLastName": "Doe",
  "legalEntityType": "PRIVATE_COMPANY",
  "lastSyncedAt": "2026-10-16T21:17:05.539407Z",
  "createdAt": "2026-10-06T08:58:02Z",
  "updatedAt": "2026-10-06T18:51:11.867922Z"
}

Fields you did not set are omitted. Three fields describe progress:

Field	Values	Meaning
`stage`	`DRAFT`, `SUBMITTED`	Whether the brand has been sent to the registry.
`registrationStatus`	`PENDING`, `PENDING_2FA`, `PENDING_APPEAL`, `ACTIVE`, `REJECTED`	The registrar’s decision. `ACTIVE` means campaigns under this brand can be approved.
`brandIdentityStatus`	Registry string, for example `VERIFIED`	Whether the legal identity (tax ID, name, address) was confirmed against official records.

When a registrar rejects the brand, rejectionReasons holds an array of {registrar, state, rejectionReason} entries. Fix the fields it names with PUT, then call register again.

Errors

All errors are {"error": "<message>"}. Responses that originate at the registry add providerError, an opaque diagnostic string you can quote to support.

Status	When	Example body
`400`	Required field missing or a value fails validation	`{"error": "invalid request: brandType is required"}`
`404`	Unknown brand id, or a brand on another account	`{"error": "brand not found"}`
`409`	A conflicting state, such as deleting a brand that owns campaigns	`{"error": "conflict: brand still has 1 campaign(s); delete them first"}`
`422`	The registry rejected the request	`{"error": "registration provider rejected the request: ...", "providerError": "..."}`
`502`	The registry could not be reached	`{"error": "registration provider unavailable", "providerError": "..."}`

See the error reference for the full list.

Next steps

Create a campaign

Describe your use case and attach numbers to this brand.

Brand endpoints

Full request and response schemas.

Build it with the Messaging API

Brand endpoints

Create, register, verify and vet a brand.

WebSocket events

Get 10dlc.brand.updated as review progresses.

Send your first SMS

Send once your campaign is registered.

Errors

Registry errors and providerError.

Getting Started

Using Vobiz Platform

Messaging (SMS & RCS)

Compliance (India)

Tools

US 10DLC brands

Brand fields

Registry values

Register a brand

Update or delete a brand

The brand object

Errors

Next steps

Create a campaign

Brand endpoints

Build it with the Messaging API

Brand endpoints

WebSocket events

Send your first SMS

Errors

​Brand fields

​Registry values

​Register a brand

​Update or delete a brand

​The brand object

​Errors

​Next steps

Create a campaign

Brand endpoints

​Build it with the Messaging API

Brand endpoints

WebSocket events

Send your first SMS

Errors

Brand fields

Registry values

Register a brand

Update or delete a brand

The brand object

Errors

Next steps

Build it with the Messaging API