To reduce spam and tackle fraud, mobile carriers require businesses who want to communicate via texting to register their Toll-Free Numbers (TFN’s). TFNs that are verified receive a Verified tag, and this tag accompanies the text message along its way to the mobile carrier. Mobile carriers will not deliver any messaging traffic that does not have an accompanying Verified tag.
Verification does not guarantee that your business won’t experience any message blocking. Your message content and practices must be aligned with industry guidelines, and you must message within the use case that you defined during your verification process. Mobile carriers are using AI to help filter Severity Zero (Sev-0) content like SHAFT-C, high risk financial services, get-rich-quick schemes, etc. that are prohibited in business messaging. Businesses are expected to message their end users within the operating guidelines of their business.
To avoid message blocking, you will need to submit your toll-free number for verification. Once your number is verified, the business TFN and use case will be approved for messaging to the US and Canada.
Spreadsheet Submission
No API has been available for submitting Toll Free Verification requests; however, we are beginning to hear news that this is under development. The messaging aggregator intends to continue with manual registration for the time being. Consequently, our Support Team is handling all submissions manually.
Verify One Toll-Free Number
Your business is expected to send messages from one toll-free number; however, there are some conditions that allow for additional verified TFNs. You may have one TFN per business location. Additionally, you are permitted to message from another toll-free number if it is verified for a different use case. For example, you may use one TFN for inter-office employee communication and one TFN for customer care.
Having one TFN for your phone and messaging communication provides a better user experience for your business and your customers. When you send messages and make phone calls consistently from one outbound number, customers can create a contact in their device for your business and know when you are texting or calling. They are more likely to answer the call or respond to the text, improving communication between your business and your customer or prospect.
What if my customer legitimately uses several Toll Free Numbers to message their end users?
The following are legitimate reasons for a business to operate with several TFNs:
Unique Use Cases: If your business has a unique use case for each of your TFNs, you can submit each one for verification under its use case.
- For example, they may have a unique TFN for marketing prospects, one for appointment reminders for current customers, and another for inter-office employee communications.
- The business would individually verify each toll free number under its unique use case.
Separate Office Locations: Each of your business locations can verify their TFNs individually, and the messaging industry expects this. It is discouraged for a regional or national organization to message under one phone number when there are office locations that could better service their local customers. This policy will vary based on the business’ vertical industry.
- The office location must have unique information. It cannot use any of the same home office registration information, like address, contacts, etc.
- The office location will have one sending number per use case.
- Shared numbers (numbers used by multiple businesses) are disallowed and ineligible for verification.
Are there any fees to register my toll-free numbers?
We charge an admin fee to register your toll free number. Because toll free verification is a manual process, our staff will submit your toll free verification, monitor the submission, and will assist you with any rejections or changes needed. Please contact our Support Team for more information about this fee.
How do I submit my TFNs for verification?
To register your Voice Elements/Inventive Labs toll free numbers, please contact our Support Team.
Pre-Requisites for a Successful Toll Free Verification
Your business website will be reviewed by the messaging aggregator. They are looking for any method where you gather a mobile number to make sure you get consent (like on a Contact Us or Text Us webform), and to make sure you state in your privacy policy how you protect the mobile information that you gather.
Before you submit your verification form, there are a few pre-requisites that must be in place first. These messaging pre-requisites are an industry standard and you can expect that every messaging platform must submit toll-free numbers for verification in order for messages to be delivered.
During verification approval, the messaging aggregator will review your submission and your website. They are looking to see if you obtain appropriate consent when you collect a mobile number. They are also looking for your public statement describing how you protect the mobile information you collect. Your verification can be denied if anything is found that does not meet these messaging standards. Having everything in order prior to submitting your number will help you gain verification approval faster.
Please review your opt-in consent practices and your website content to make sure everything is in order.
Messaging Pre-Requisites
Making your website compliant for business messaging is a critical component to campaign approval. We know it’s a big request to make any changes to your website, but it is a necessary step.
1. Privacy Policy
The Campaign Registry requires that:
- Your website must have a link to your Privacy Policy.
- The link must be in an easy-to-find location.
- Your policy must contain the following declaration that explains how you protect the mobile information and consent that you collect.
Please add the following language to your policy:
By providing your wireless phone number to [insert your company name], you agree and acknowledge that [insert your company name] may send text messages to your wireless phone number. Message and data rates may apply. Message frequency may vary. You may opt-out at any time by replying “Stop”.
No mobile information will be shared with third parties/affiliates for marketing/promotional purposes. Notwithstanding any other statement within this privacy policy, originator opt-in data and consent will never be shared with any third parties.
2. Terms and Conditions:
The Campaign Registry requires that:
- Your website must have a link to your Terms and Conditions (aka Terms of Service or Terms of Use).
- The link must be in an easy-to-find location.
- Your Terms and Conditions must include each of the following SMS disclosures
-
- the types of messages consumers can expect to receive
- texting cadence
- message and data rate notices
- Privacy Policy link
- HELP information
- opt-out instructions
You may simplify your Terms and Conditions into one concise paragraph if you wish, but you must include each element. For example:
[Company Name] offers complimentary SMS text messaging services to help you stay informed with important account or product related topics that need your attention. You might receive account updates or product information. [Company Name] offers this service at no extra charge. Message frequency may vary. Standard message and data rates may apply. Your consent to receive these marketing text messages is not required as a condition of purchasing any goods or services from [Company Name]. Texts may be sent using an automatic telephone dialing system.
- If your business already has a Terms and Conditions document, please add the messaging language to it. If you do not have a Terms and Conditions statement, you must create one that meets industry standards.
3. Webforms
If you collect a phone number anywhere on your website (on a contact form, quote request, point of sale, etc.), then your form must contain consent language and messaging disclosures.
The formula for consent is: Business name, consent authorization, message frequency, cost, opt out instructions, link to Privacy Policy, and link to Terms and Conditions.
Examples of a webform consent statement:
□ I consent to allow [BUSINESS NAME] to send text messages to my wireless phone number. I understand that message frequency may vary, mobile message and data rates from my cell phone carrier may apply, and I may opt-out at any time by replying “Stop”. Privacy Policy and Terms and Conditions.
Or:
By submitting my information on this form, I understand that I am consenting to receive text messages and voice calls where frequency may vary, and message & data rates from my cell phone carrier may apply. I understand I can opt-out at any time by replying Stop. Privacy Policy and Terms and Conditions.
4. No Website?
If your business operates without a website, you must still have an online presence for your business. TCR requires that you provide a URL to a platform where you have a business profile. For example, you might have a business listing on a directory site like Yelp, or a business profile on a social media platform like LinkedIn, Instagram, YouTube, Facebook, etc.
- On that platform, you must find a way to implement all the above website requirements.
- Your profile/listing must demonstrate to TCR the legitimacy of your business. It must clearly explain the products and services you provide.
- You must have a Privacy Policy and a Terms of Service either in a post you pin to the top, or in your profile’s About section.
5. Prohibited Content
The following types of content are prohibited for business messaging: Sex, Hate, Alcohol, Firearms, Tobacco, and Cannabis—also known as SHAFT-C or Severity 0 message content.
Not only is this content prohibited from all messages that you send, but this content is also prohibited on your website or social media platform. During campaign review, if any content is found in these categories, the campaign will be rejected.
Mobile carriers will suspend or revoke your campaign if you send messages containing SHAFT-C content.
Customer Record (CRM) Best Practices
We advise that you always document the consent response you receive in their customer, patient, or prospect record. Record opt in and opt out. Only send messages to people who want to receive messages from you. Mobile carriers track STOP requests and phone numbers reported as SPAM or JUNK. When a mobile carrier blocks your messaging phone number, their block is very difficult to remove.
Protect your number from blocking by only messaging those who want to receive your texts. Good recordkeeping will help you accomplish this goal.
Tips to Facilitate Approval of your TFN Verification
Submitting your TFN for verification is a simple process and the information you provide is pretty basic. Expect it to take 5 – 10 business days to complete. Unclear or insufficient Opt-In information and lack of documentation is where we see significant delays in the verification process. So here are some tips!
First of all, we recommend you become familiar the appropriate consent level for your use case and implement an approved opt-in method. Think through your messaging practices, your goals, and your patterns. To learn more, please see our article Messaging Consent and Opt In Guidance.
When you contact us to discuss your Toll Free messaging and desire to have your TFNs verified, we’ll send you the spreadsheet. Almost every field is required. Here’s what the columns mean and what the messaging aggregator is looking for.
Verify One Outbound Messaging Number
Only one sending TFN is allowed per company per use case as described above.
If your company has multiple office locations, and they each have one outbound messaging number, you can verify each number. On the spreadsheet, enter one business location per row, and fill out the columns for each one.
Campaign Description
Describe in detail your use case and the purpose of your messages, like appointment reminders, receipts, etc. Clear detail of your messaging purpose and who you are communicating with (prospects, existing customers, patients, employees, etc.) is very important.
Use Case Categories
You will select one use case category for your TFN. Note the eligible and ineligible use cases below. The sample messages that you provide will demonstrate how you utilize your use case category.
Eligible Use Cases
| 2FA App Notifications Appointments Auctions Auto Repair Services Bank Transfers Billing Booking Confirmations Business Updates Career Training Chatbot Conversational / Alerts Courier Services and Deliveries COVID-19 Alerts |
Emergency Alerts Events and Planning Financial Services Fraud Alerts Fundraising General Marketing General School Updates Healthcare Alerts Housing Community Updates HR / Staffing Insurance Services Job Dispatch Legal Services Motivational Reminders |
Notary Notifications Order Notifications Political Public Works Real Estate Services Religious Services Repair and Diagnostics Alerts Rewards Program Surveys System Alerts Voting Reminders Waitlist Alerts Webinar Reminders Workshop Alerts |
Ineligible Use Cases
| High-Risk Financial Services | Get Rich Quick Schemes | Debt Forgiveness | Illegal Substances/ Activities | General |
| Payday loans Short-term, high-interest loans Auto loans Mortgage loans Student loans Gambling Sweepstakes Stock alerts Cryptocurrency |
Debt consolidation Debt reduction Credit repair programs Deceptive work from home programs Multi-level marketing |
Work from home programs Risk investment opportunities Debt collection or consolidation |
Cannabis Alcohol Tobacco or vape |
Phishing Fraud or scams Deceptive marketing Pornography Profanity or hate speech |
How is the opt-in collected?
Consent cannot be acquired from a third party. You must receive consent directly from the individual you will be messaging. and you must receive this consent prior to messaging them. This consent is call the Opt-In.
You will select ONE opt-in method from the following list. Be prepared to provide a screenshot or other documentation of your opt-in flow in addition to the description.
- Voice/IVR Opt-In: In this case please provide a screenshot record of opt-in via voice in clients database/ CRM. (IE, a check box on their CRM saying that the customer opted in and the date)
- Keyword or QR Code Opt-in: Provide image or screenshot showing where the customer finds the keyword in order to opt-in to these messages.
- POS (Point of Sale) or Other Other On Site Location
- Paper form: Please provide an image of the form.
- Web Link / URL: Screenshots of the webform where the person adds their number and agrees to receive messaging.
- Other: If your method is not listed, describe in detail how you obtain the opt-in. Provide a screenshot of this method.
An integral part of the approval process is effectively describing your opt-in flow (or how the opt-in is collected.) Make sure you can demonstrate that you receive the appropriate consent level for your use case. To learn more about consent levels, see Messaging Consent and Opt In Guidance.
Be prepared to describe the process you use in detail and provide documentation of your opt-in flow.
Additional Supporting Documentation
Documentation is required for all use cases. The carrier will not submit the verification request to the messaging aggregator until the Opt-In flow description and documentation meets with their approval. Provide a URL to to the screenshot or image (uploaded to a sharing platform like Dropbox or Google Drive) or the webpage where they can see how you obtain consent (like a Contact Us webform with a consent checkbox.)
Sample Messages
1. Welcome Message, or First Message Sent:
Your business must send an initial message to the recipient that confirms their consent to receive your messaging. This opt-in confirmation message must contain the following elements: business name, type of message being sent, message frequency, cost, help, and stop.
Opt-In Confirmation Examples:
Thank you for signing up for our newsletter from ABC Nutrition. Message frequency is weekly. Msg & data rates may apply Reply HELP for our contact information. You may unsubscribe at any time by replying STOP.
You have opted in to receive appointment and billing reminders from ABC Local Dentist. Msg frequency varies. Msg & data rates may apply. HELP = help STOP = stop
You have consented to receive VIP Bridal Tips from ABC Bridal Shop. Message frequency is once daily. Message and data rates may apply. Reply HELP for help and STOP to end messaging.
Thanks for enrolling in ABC Bakery’s reward program. We will occasionally send you coupon offers, holiday specials, and reward points accrued. Mobile message and data rates may apply. Message frequency varies. Reply HELP for help and STOP to opt out.
Establish internal messaging procedures so that you send this First Message before you start sending your standard messaging content.
Subsequent messages sent to the recipient do not need these full disclosures.
This First Message must be included on your campaign form in the sample messages.
2. Additional Sample Messages:
Your sample messages must demonstrate your use case. For example, Customer Care is our most often selected Use Case for business messaging. This can encompass many types of messages, like appointment reminders and confirmations, billing reminders, birthday greetings, conversational responses, requests for feedback/surveys, etc.
You don’t need to provide samples for every kind of message that you will send. Instead, consider:
- what you send most often, and
- what will demonstrate your use case most effectively.
Messages containing a link: If your messaging process involves texting out a link (e.g., to a document, to a webpage, or a customer survey), then you must provide a sample message to demonstrate how you send a link in an appropriate way for your use case. Mention your purpose for sending links in your campaign description.
Message Content Examples:
Thanks for subscribing to our [company name] newsletter! Message frequency is weekly. Message and data rates may apply. You may opt-out at any time by replying Stop. Click this link to read our latest issue: [URL to newsletter]
Hi [patient name], it’s [healthcare office] reminding you that your [appointment type] is coming up on [date] [time]. Reply Y to confirm or N to change your appointment. Questions? Call us at [phone number] M-F 8am-6pm.
[My Business]: Hi [client name], this is [rep name] working on your [task]. Please email me your signed documents at [email address]. Please call me if you have any questions at [phone number]. Thanks!
When will my TFN be SMS enabled?
The verification process is taking about 5 business days. Once your number successfully completes the verification process, then we can enable SMS on the phone number.
What if my Toll Free verification submission is rejected?
If your toll free verification submission is rejected, we will receive a reason and will advise you on the steps needed to correct the issue. Once the issue is corrected, then we must resubmit your toll free verification.
Questions or Concerns?
If you have questions or concerns about Toll Free Verification and the possible impacts on your messaging service, please contact us at support@inventivelabs.com.
Messaging Industry Resources
CTIA Messaging Principles and Best Practices
https://api.ctia.org/docs/default-source/default-document-library/170119-ctia-messaging-principles-and-best-practices.pdf
MMA Best Practices
https://www.mmaglobal.com/files/bestpractices.pdf
M3AAWG Best Practices
https://www.m3aawg.org/sites/default/files/m3aawg-mobile-messaging-best-practices-service-providers-2015-08_0.pdf
Telephone Consumer Protection Act (TCPA) Omnibus Declaratory Ruling (FCC 15-72)
https://apps.fcc.gov/edocs_public/attachmatch/FCC-15-72A1.pdf
FTC Truth in Advertising
https://www.ftc.gov/news-events/media-resources/truth-advertising