Find the missing number in the grid based on the pattern observed in the columns.

The numbers in the first column are 43, 15, and 28.
We can observe that the third number is the result of subtracting the second number from the first number:

$$43 - 15 = 28$$

The numbers in the third column are 69, 34, and 35.
Applying the same rule:

$$69 - 34 = 35$$

The rule holds true for the third column as well.

The numbers in the second column are 38, 10, and the missing number (let's call it $X$).
Using the established rule:

$$38 - 10 = X$$ $$X = 28$$

The missing number is 28.

Comparing this with the given options:
(A) 48
(B) 38
(C) 18
(D) 28

The calculated missing number matches option (D).

The final answer is $\boxed{\text{28}}$.