Toll-free

Each toll-free verification request undergoes a thorough review process conducted by the carrier. You can learn more about this vetting process here.

In the event your request is declined, specific feedback will be provided outlining the reason for the rejection, along with the opportunity to revise and resubmit the request.
The table below outlines common rejection reasons, detailed explanations, and the recommended steps to address each issue.
If your verification was declined for a reason not listed, please contact Plivo’s support team for further guidance.

To send messaging traffic using a U.S. toll-free number, businesses must register their number with carriers to prevent filtering and blocking. The guidelines below detail what is required for a successful verification request and how to meet carrier expectations.

1. Business Identity

• ISV or Reseller (if applicable):
  If you're an Independent Software Vendor (ISV) or a reseller submitting on behalf of a brand, clearly mention your ISV name. This helps carriers understand who is facilitating the messaging.
• Business Name:
  Provide the full legal name of the business requesting verification. This must match government-issued documentation and any associated branding.
• Corporate Website or Social Media URL:
  Share your business’s official website. This link should help carriers verify the legitimacy of your business and your messaging use case.
• Terms and Conditions URL (Optional):
  Provide this if available. While not mandatory, it can further support your application.
• Privacy Policy URL:
  If submitting this URL, it should explicitly state that personal information (such as phone numbers) will not be shared with third parties for marketing purposes.
  
  

2. Business Contact Information

Include the following details for a point of contact at your organization:

• First Name and Last Name
• Business Email (recommended to use a domain-based email)
• Business Phone Number
• Business Address (Street, City, State, Zip, and Country)
  
  

3. Use Case and Messaging Overview

• Message Volume:
  Estimate your expected monthly message volume.
• Use Case Category:
  Clearly define your messaging use case. Common categories include Two-Factor Authentication (2FA), Customer Care, Delivery Notifications, or Marketing.
• Use Case Summary:
  Describe in detail how your business plans to use messaging. This should directly tie into the services your business offers. 
• If your use case involves verifying more than five toll-free numbers, you must submit a business justification to support the request.

Example:
“[Brand Name] will use messaging to send order confirmations, shipping updates, and customer support notifications to users who purchase through its website.”

Note: If your toll-free number supports multiple use cases (e.g., support, promotional messages, and OTPs), each use case must be clearly described in this section.

4. Opt-In Workflow Description

You must explain how end users provide consent to receive messages. Carriers are strict about opt-in transparency. Opt-in flows must include:

• Clear express consent from the user.
• Pricing disclosure (e.g., "Standard messaging and data rates may apply").
• Message frequency details.
• Opt-out instructions (“Text STOP to unsubscribe”).
• HELP instructions (“Text HELP for assistance”).
• Checkbox for web-based forms to prevent forced opt-in.
• Screenshots of the opt-in page, if available. Avoid mockups.

If the number is used for multiple messaging categories, separate checkboxes must be provided to collect specific consent for each.

Example Web Opt-In Description:
Users can opt in to receive messages from [Brand Name] via a signup form on the homepage (https://example.com/signup). The form includes a checkbox for SMS consent, with pricing and frequency disclosures. Users can opt out anytime by replying STOP or get help by replying HELP. Screenshot of the form is included in the submission.

5. Additional Information

Use this section to provide any supporting URLs, documents, or comments that can help validate your business and its messaging purposes.

Example:
“[Brand Name] has been in business since 2010 and maintains active customer communication via https://example.com. All messaging activity is tied to user-initiated events or service-related updates.”

6. Sample Message Content

You must include sample messages that reflect the actual communication users will receive. These must:

• Include your brand name (matching the registered business).
• Be aligned with the stated use case.

Avoid sending generic or inconsistent message samples.

Good Examples:

Use Case – Two-Factor Authentication (2FA):
"Your [Brand Name] verification code is 382221. Do not share this code with anyone."

Use Case – Customer Support:
"Hi John, this is [Brand Name] support. We’ve received your inquiry and will get back to you shortly. Reply HELP for assistance or STOP to unsubscribe."

Use Case – Delivery Notifications:
"Your [Brand Name] order #12345 has shipped! Track your delivery here: https://example.com/track"

Note: If your campaign contains multiple use-cases (e.g., support + promotions), include separate examples for each.

To submit a Toll-free verification for your brand, visit the Messaging Page, click on Toll-free Verification in the left menu, and click on “Submit Toll-free Verification”.

First, select the profile for which you want to submit the Toll-Free verification request. By default, the most recently created brand will be selected. To switch brands, click on “Choose Another Profile”. You can also select multiple numbers during the submission process. Once done, click on “Continue”.

Next, provide details about your use-case. Provide information in the format laid out in our guide to avoid the risk of rejection. Click on “Submit for Verification”.

How long does campaign registration take and how can I check the status of my registration?

Toll-free verification requests are manually reviewed by carriers. As each submission is carefully evaluated, the review process typically takes between 24 to 72 hours. 

The Toll-Free Verification page displays only the numbers that have been submitted for verification. Any other Toll-Free numbers associated with your account can be found under the Active Phone Numbers section.

Carriers support multiple methods for obtaining user consent (opt-in) before sending SMS messages. Ensuring proper consent is critical to remain compliant with carrier regulations and avoid potential audits or traffic suspension. Below are the supported opt-in categories along with best practices for each:

1. Verbal Opt-In

Verbal consent is applicable in specific use cases where a user agrees to receive messages during a phone call.

Compliance Requirements:

• The call must be recorded at the point where consent is obtained.
• This recording must be securely stored and made available upon carrier request or audit.
• A double opt-in process is strongly recommended.

Recommended Flow:

1. The business initiates a call and follows a defined verbal script.
   1. Type of messages
   2. Frequency
   3. STOP/HELP keywords
   4. Message & data rates

2. This script must be submitted during campaign creation for carrier compliance.
3. The user’s verbal confirmation is recorded.
4. The user must also send an opt-in keyword via SMS to confirm consent.

Example Script:

Plivo Customer: “[Brand Name] also sends updates via SMS. Please say YES if you would like to opt in. You can stop anytime by texting STOP or get help with HELP. Standard message and data rates may apply. Message frequency varies. Your mobile number is safe with us and won’t be shared with any third party. Would you like to proceed?”
Customer: “YES!”

Note: If the same toll-free number is used for multiple types of messages (e.g., order updates and promotions), all use cases must be clearly stated in the script.

This double opt-in approach ensures maximum compliance and audit-readiness.

2. Web Form Opt-In

Users can opt in by filling out a form on the business’s official website.

Required Elements:

• A checkbox explicitly confirming user consent (unchecked by default).
• A link to the Terms and Privacy Policy.
• Disclosures:
  
  • Message frequency
  • Message & data rates
  • STOP/HELP instructions
• Information on message frequency.
• If the form is behind a sign-in or registration screen, a screenshot must be submitted for reference.

Note: If you're using the number for multiple usecases (like Marketing, Updates, Reminders, etc.), mention all use cases on the web form clearly and have a check box separately for each use case.

3. Paper Form Opt-In

Consent can also be collected via physical forms.

Example Use Case: A patient visiting a medical clinic may complete a form authorizing the provider to send appointment reminders or updates via SMS.

The form must clearly indicate the user’s agreement to receive messages and outline any relevant terms.

4. Text / Keyword Opt-In

Users can subscribe by texting a specific keyword (e.g., JOIN, START) to a designated toll-free number.

Best Practices:

• Clearly define and promote the opt-in keyword.
• Ensure a proper acknowledgment message is sent upon receipt of the keyword.
• Maintain logs of opt-ins for compliance and auditing purposes.

Important Compliance Reminder

Plivo customers are fully responsible for ensuring that proper consent is obtained before sending messages. Non-compliance can result in carrier audits, message filtering, or traffic suspension.

For more guidance, refer to our Best Practices for A2P Messaging in the U.S.

In the United States, businesses must verify their toll-free numbers before using them for messaging. This requirement is enforced by carriers to minimize spam and unwanted messages across the ecosystem.

Each toll-free number must go through a verification process. Businesses are responsible for submitting the required information, which is then reviewed by carriers. The carriers assess the submitted details to determine whether the request should be approved.

If the verification is rejected, the status will be marked as Failed, and the toll-free number will be restricted from sending messages. To improve the likelihood of approval, ensure that all required and accurate information is included in the request.

How Long Does Toll-Free Verification Take?

Toll-free verification requests are manually reviewed by carriers. As each submission is carefully evaluated, the review process typically takes between 24 to 72 hours.

Is There a Fee for Toll-Free Verification?

No. Toll-free number verification is free of charge.

How Do I Use My Existing Toll-Free Numbers?

If your toll-free number is already verified, you can continue sending messages without interruption. If it is not verified, you must submit a verification request to avoid delivery restrictions. Unverified numbers may face increased filtering or be blocked by carriers.

What Is Plivo’s Recommendation for Resellers?

Resellers are businesses or platforms that offer messaging services on behalf of other businesses. If you facilitate messaging for brands that are not your own, you are considered a reseller. However, if you only send messages related to your own brand, you are not classified as a reseller.

Plivo mandates that resellers verify toll-free numbers individually for each client. 

Currently, Plivo does not support bulk verification submissions through the console or API. Each customer must be registered and verified separately.

How Can I Avoid Toll-Free Messaging Violations?

To ensure compliance and avoid disruptions:

• Submit complete and accurate information during the toll-free verification process.
• Clearly describe your messaging use case.
• Include representative sample messages.
• Avoid content that violates SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco) guidelines or deviates from the approved use case.

Carriers apply content-based filters and monitor message activity. Violations may lead to toll-free number suspension. In severe cases, repeated violations could result in a brand being blacklisted, affecting all associated toll-free numbers.