If your business is planning to use SMS messaging via a dedicated Toll-Free Number (TFN), there is one crucial step you cannot afford to overlook: compliant SMS opt-in consent.
U.S. wireless carriers require businesses to follow strict guidelines to ensure recipients have explicitly agreed to receive text messages. US authorities require visual proof that your opt-in process meets all legal regulations before they will activate your dedicated number.
In this guide, we break down exactly what you need to submit to get your dedicated number approved without unnecessary delays.
Note: You apply for and manage dedicated numbers on the "Sending" > "SMS Settings" > "Dedicated Numbers" section in your account.
1. Business Identification
First, you must prove your business is legitimate. When submitting your verification form,
include the following details:
- Business Name & Domains: Your business name, website domain, and contact email
domain should match. If they do not, you must provide a clear explanation in the
additional information field. If possible, avoid using free email addresses (like @gmail.com
or @yahoo.com). - Corporate Website: Your website must be live and include your business name, contact information and products/services.
- Business Contact: Provide a valid physical business address, a contact phone number
(do not use the toll-free number you are trying to verify), and a specific person's first and
last name. Ensure this person is fully authorised to act on behalf of your organisation.
2. Messaging Details
You need to clearly explain what kind of messages you are sending.
- Expected Volume: Estimate your monthly message volume.
- Use Case: Select the specific purpose for your messages (e.g., Marketing, Appointments, Billing, 2FA). If you have more than one use case for your number, you must select "Mixed" and explicitly explain every use case.
- Use Case Summary: Write a brief description of how you will use the number, who the audience is, and the types of messages you will send. This must match your given use case.
- Sample Message Content: Provide realistic sample messages for every use case you
selected. If your use case is mixed, you must provide a sample for each use case.
3. The Opt-In Workflow (Crucial Step)
This is the most common reason applications get rejected. You must submit proof showing exactly how a recipient agrees to receive your texts.
All consent must be documented visually or digitally. Verbal opt-ins are not accepted.
You must provide a URL, a link to an image, or a scanned copy of your opt-in process. Every opt-in method should clearly display the following mandatory disclaimer:
"You are subscribing to [Brand Name] for [Use Case]. Reply STOP to opt out.
Standard message and data rates may apply. Message frequency may vary. View
our Terms and Conditions [Link]. View our Privacy Policy [Link]."
Approved Opt-in Methods
| Opt-In Method | What You Need to Submit |
| Digital (Website/App) | A link to the exact URL or a screenshot of your branded sign-up form. All disclosures must be user-facing and clearly visible. |
| Paper (In-Store/Physical) | A scanned copy or photograph of the printed form, plus an explanation of how and where customers receive it. |
| Inbound Message (Text-to-Join) | Provide the specific phone number customers text to join, a screenshot of the advertisement or signage showing the number, and the mandatory disclaimers. |
4. The Golden Rules of Opt-in Forms
If you are collecting phone numbers on a website or digital form, your checkboxes must follow
these strict rules to be approved by the carriers:
- No Pre-Checked Boxes: SMS opt-in checkboxes must be unchecked by default. The
user must actively click them. - Mandatory Privacy Policy: You must include your Privacy Policy either as a link in your application or as part of your opt-in screenshot. It must explicitly state: "We will not share or sell your mobile information with third parties for promotional or marketing purposes."
- Separate Privacy Consents: You cannot bundle SMS consent with your general Privacy Policy agreement. They must have separate checkboxes.
- Separate Marketing Consents: If you send both transactional (e.g., receipts) and marketing (e.g., coupons) texts, "Marketing" must have its own dedicated checkbox
Example of a Perfect Digital Opt-In Form:
If you are sending both transactional and marketing messages, your form should look like this:
[ ] By checking this box, you consent to receive transactional text messages from [Company
Name]. Reply STOP to opt out. Reply HELP for help. Standard message and data rates may
apply. Message frequency may vary. View our Terms and Conditions [Link]. View our Privacy
Policy [Link].
[ ] By checking this box, you consent to receive marketing text messages from [Company
Name]. Reply STOP to opt out. Reply HELP for help. Standard message and data rates may
apply. Message frequency may vary. View our Terms and Conditions [Link]. View our Privacy
Policy [Link]
5. Special Categories & Prohibited Content
- Age Gating: If your business sells age-restricted products (like alcohol), your website must have an age gate that requires the user to input their actual birth date. A simple "Yes/No" age gate is not accepted.
- Political Campaigns: You must state if donations will be solicited. Political opt-ins require a dedicated checkbox separate from standard marketing.
- Charities: Select "Fundraising" as your use case and ensure your opt-in explicitly mentions that donations will be solicited.
- Canadian Numbers: Canadian numbers require "double opt-in." After the user signs up, you must send an initial text asking them to reply "YES" to confirm their subscription.
- Prohibited Use Cases: Toll-Free Numbers cannot be used for loan solicitation, gambling, or CBD-related promotions. Applications for these use cases will be automatically rejected.
Common Mistakes
The following submissions are not compliant:
- Opt-in language hidden in terms of service, privacy policies, or contracts.
- Screenshots of SMS messages confirming that opt-in was completed.
- CRM or software platforms showing manually entered numbers.
- Programming code or system flags indicating opt-in.
- Showing the opt-in language outside of its context. For example, if your opt-in is via a form on your website, but you only show the opt-in section, and not the whole form.
- Providing a website that requires logging in to view. Provide your public-facing business website that describes what your company does instead.
- Justifications for why you believe opt-in isn't required.
Final Reminders
- Provide separate opt-in documentation for each opt-in method.
- Promotional and informational content require separate opt-ins. Opt-in for promotional messages cannot be carried out verbally and requires express written consent.
- Even for test messaging or internal use, a valid opt-in is still required.
Need Help?
If you’re unsure whether your opt-in method meets requirements, we recommend updating your process before submitting the application. For assistance, please contact our support team.