The Platform PM
Primitive 01

Entity & identity

What is the unit of record, and how do we know it is the same one?

Every industry keeps records about one core thing, and has a rule for deciding that two records describe the same one. Get the rule wrong and every bill, report and audit downstream is quietly wrong too.

What it is

The entity is the noun the business can't function without: the account holder, the patient, the subscriber, the employee, the legal matter. Identity is the rule that decides the record in front of you today is the same one you saw last week, even after a name change, a merger, a new phone or a typo.

The hard part is almost never the entity. It's the identity rule, and who is allowed to override it.

Where you'll see it

IndustryThe entityHow identity gets decided
PaymentsAccount holder, merchant, cardIdentity checks on people and businesses; a token stands in for the raw card number
TelcoPhone number, sender, brandThe number is an address, not a person; ownership is proven with documents and registrations
HealthcarePatientMatching on name, birth date and identifiers; a duplicate record is a safety risk
PayrollEmployeeTax ID plus employment record; one person can hold two jobs at the same company
LegalClient, matterConflict checks decide whether a "new" client is really an old adversary

Questions to ask in week one

  1. What is the one record everything else hangs off?
  2. What makes two records the same one, and who decides when it's ambiguous?
  3. Can one real-world thing end up with two records, or one record cover two things? What breaks when it does?
  4. Which identifiers do we issue, and which are issued by someone else?
  5. What happens to the record when the real-world thing goes away?

The trap

Software PMs think of an ID as a primary key you mint. In regulated industries the identifier that matters is often issued by someone else (a tax authority, a numbering plan, a card network). You don't control the identity, you mirror it, and your data model has to survive the day the issuer changes its mind.

In the Field Guides

B2B payments: order to cash

The rail doesn't know your customer, and no single "customer" record does either. An ACH payment identifies the payer by routing and account number, not by legal entity or invoice. Upstream, "customer" splits into the legal entity that owes, sold-to, ship-to, bill-to and payer; credit limits sit at the parent while orders arrive per ship-to.

EntityWho issues the identityWhere it breaks
SellerIts legal entities, each with its own remit-to accountRemit-to details must stay current; a factoring deal changes them
PayerThe seller's ERP customer masterA parent's shared-service center pays for all its subsidiaries at once
Credit accountThe seller's credit team: limit, terms, risk class, guarantorLimit set at the parent, orders per ship-to
Payer bank accountThe payer's bankA new "remit-from" account is the main reason cash goes unmatched
Order, shipment, proof of deliveryThe seller's order system; the carrierThe evidence that wins or loses a deduction
Invoice, credit memo, deduction caseThe seller's ERP and AR team; the payer adds its PO numberDeductions resolve against memos, not the invoice
Remit-to detailsThe sellerThe attack surface for business email compromise (BEC)

KYB: three populations

An AR fintech runs full KYB (know your business) on the sellers it onboards: legal entity, beneficial owners at 25% or more, a control person, sanctions. Payers get lighter checks: bank-account validation, fraud signals, sanctions. A seller granting terms has no statutory KYB duty (domestic US companies have been exempt from beneficial-ownership reporting since March 2025) but strict-liability sanctions exposure, and may pull a consumer report on a guarantor, not on an officer who isn't personally liable.

Name-to-account checks are voluntary in the US: the Fed announced a Payee Name Verification service in December 2025 (launch unconfirmed), and under UCC 4A-207 a bank may rely on the account number when name and number disagree.

The mapping from bank account to payer to credit account to invoice is yours to build and keep, and it's the asset that makes cash application and credit control work.

Sources: FinCEN rule summary (March 2025), OCC, sanctions screening.

Ask an expert: how often does a payer pay from an account you've never seen, and at what level (parent or subsidiary) do you set and enforce credit limits?

B2B payments: procure to pay

AP keeps more nouns apart than it looks like from outside:

EntityWho issues the identityWhere it breaks
Supplier (legal entity)Tax authorities: a TIN certified on Form W-9 (US); a Business Number and GST/HST registration (Canada)The invoice name doesn't match the tax record
Vendor recordThe buyer's ERP vendor masterOne supplier, several records: a duplicate-payment and fraud risk. Records also cover employees, tax authorities and refunds
Remit-to and bank accountThe supplier, through the buyer's change processThe attack surface for business email compromise (BEC)
Buying entityThe buyer's own legal entities, often manyAn invoice addressed to the wrong entity is rejected
Invoice, credit memoThe supplierA re-sent or renumbered invoice becomes a duplicate

Is the supplier real?

In the US, the W-9 certifies the supplier's taxpayer identification number under penalties of perjury. The IRS's free TIN Matching service checks up to 25 name and number pairs instantly, or 100,000 in bulk within 24 hours; a missing or wrong number triggers 24% backup withholding (IRS, Oct 2026). Canada has no W-9: AP collects the Business Number and checks the GST/HST number in the CRA registry, keeping the result as evidence for tax credits.

Is the account theirs?

No Nacha rule requires a buyer to validate a supplier's account before sending an ACH credit. Nacha's December 2025 tips recommend it anyway, plus verifying change requests out of band with contact details already on file, and dual control. The Fed announced a Payee Name Verification service in December 2025 (launch date unconfirmed). Meanwhile UCC 4A-207 lets the receiving bank rely on the account number when name and number disagree.

A supplier's identity is issued by tax authorities and banks, not by you, and the bank account is the field a fraudster most wants to change.

Ask an expert: what share of vendor records at a mid-market buyer are inactive or duplicates, and how many bank-detail change requests arrive in a month?

B2B payments: spend management

Each card carries three identities, and each expense adds two more.

EntityWho issues the identityWhere it breaks
Legal issuerThe sponsor bank, as BIN licensee and creditorThe brand on the card isn't the issuer
Company (account)The bank's KYB, done by the program manager: owners of 25% or more, a control personRefresh is a bank duty pushed onto the fintech
Employee cardholderThe company's HR recordsLeavers keep cards; work state and province drive tax and labor rules
MerchantThe acquirer assigns the category code; the name is cut to 25 charactersThe code describes the merchant, not the item
Receipt issuerThe merchant's own name and, in Canada, its GST/HST numberThe receipt name doesn't match the card descriptor

Reg Z counts organizations as cardholders, so on a corporate account the company is the cardholder. The employee becomes a debtor only under individual liability ("the cardholder will be solely liable", in Mastercard's definitions) or joint liability, and then needs a credit check. The employee's attributes still drive rules under every model: work state, province (which HST factor), Quebec (a second tax slip), owning 10% or more of the company (no lodging per diem for related parties), and a federally regulated Canadian employer (a 30-day reimbursement rule).

Visa's merchant data standards have the acquirer assign the code for the merchant's primary business, cut the name to 25 characters, and let marketplaces use one code (5262) for everything they sell. The network knows roughly who was paid; it never knows what was bought. US companies no longer report beneficial owners to FinCEN (since March 2025), but banks must still collect them, and sponsor banks push that work onto the program manager.

Sources: Reg Z interpretation, Visa Merchant Data Standards Manual (April 2026), Rev. Proc. 2019-48, FinCEN; Mastercard's definitions via a US bank's brochure (undated).

The bank issues the card, the company owes for it, the employee carries it, and the merchant is a 25-character string: model all four, because each answers a different question.

Ask an expert: for KYB refresh, employee sanctions screening and beneficial-owner changes, who is the customer of record: us, the bank, or both?

Telco: numbers and senders

Three nouns get conflated constantly: the number (an E.164 address, the ITU format of country code plus national number, allocated to a carrier and reaching you through resale), the sender (whatever the recipient sees) and the business (the legal entity a gatekeeper has checked). Keep them apart in your data model.

SenderUnit of identityWhat proves it
10DLCBrand → campaign → numbers (one campaign per number)TCR matches legal name, EIN and address to official records; Auth+ emails a named representative (public companies, since Aug 2025); optional vet score
Toll-freeEach numberVerification, with a business registration number required for new submissions since early 2026
Short codeEach program, per carrierRegistry vetting (name, tax ID, legal history), then each carrier's review
Alpha abroadSender ID × country × carrierProof of the brand link: India registers entity, header, template and consent; Spain wants a trademark, trade name or domain
RCSAgent, owned by the platform as Google's partnerThe brand's contact answers Google's verification email, once per agent
WhatsAppPortfolio → WABA → number → display nameMeta business verification, display name review
VoiceThe number on the callThe signing provider's STIR/SHAKEN attestation

Sources: TCR fees, TCR Auth+ 2.0, CNMC, TRAI, Google brand verification; the toll-free and sole proprietor details come from provider notices (secondary).

Two definitions to know cold. A 10DLC sole proprietor is a person or business without an EIN (an LLC with one isn't), verified by a one-time code to a US or Canadian mobile; providers report a limit of one campaign and one number. And Auth+, today required only of public companies, is reported by providers to extend to new brands of every type except sole proprietors from January 21, 2027.

The identity that matters is issued and checked by someone else, at a different level for every sender type. Model brand, campaign, sender and number as separate records, each with its own history.

Ask an expert: what share of brand and toll-free verification rejections trace to identity data (legal name, EIN, address, website) rather than the use case, and which field breaks most often?

Field Guides are learning notes, not legal or compliance advice. Rules and fees change; check the cited primary sources before you act on anything here.