10DLC rejection reasons · Warning
Sole proprietor treated as a standard brand
Without an EIN you register on the sole proprietor path, which is different from a standard brand. Registering the wrong way is a rejection.
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If your business does not have an EIN, you are a sole proprietor as far as 10DLC is concerned, and there is a specific path for that. Sole proprietor campaigns have lower daily message throughput and stricter content limits, but they exist so that very small businesses can register legitimately. The rejection happens when a sole proprietor tries to register as a standard brand, which requires an EIN and business verification they cannot provide.
This path is fine for low-volume, transactional use like appointment reminders for a one-person business. It is not the right fit if you plan to send high volumes or run marketing at scale, because the throughput caps will limit you. If you expect to grow, getting an EIN and registering as a standard brand is worth it, but you do not need one to start.
To fix it, register on the sole proprietor path and set expectations around throughput, or get an EIN if you need standard-brand volume. Fix will tell you which situation your rejection points to.
The fix
If there is no EIN, register on the Sole Proprietor path and expect lower daily throughput and stricter content limits.
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Same reason, walked through for your provider's dashboard.
Common questions
Can I register for 10DLC without an EIN?
Yes, on the sole proprietor path. It has lower daily throughput and stricter content limits, but it lets a business without an EIN register legitimately. Trying to register as a standard brand without an EIN is what gets rejected.
Should I get an EIN for 10DLC?
If you plan to send higher volumes or run marketing, yes, because the sole proprietor path caps throughput. For low-volume reminders from a very small business, the sole proprietor path is often enough.