For those looking to make large messaging campaigns, Telnyx supports messaging on toll-free numbers. We support SMS and MMS (US and Canada only). This article details valid use cases, best practices and the verification process.
In this article, find information about:
Toll-Free Messaging Use Case Registration Information
To get started with toll-free messaging it's necessary to first have your use case approved. It's recommended that you submit your use case via this google form.
Within that form you'll be asked to clarify your use case and provide information such as:
The toll-free number being used for the campaign
A summary of the use case
The Opt-in process
Note: It can potentially take 3 weeks for the use case to be approved and only one unique use case can be associated with one toll-free number. i.e multiple toll-free numbers can not send the same messaging content as this is considered an industry bad practice, where there is a higher chance of such numbers becoming spam blocked.
Appropriate Message Content
Message content length
UCS-2 (16 bit) = 70 character maximum. For longer multi-part messages, a user data header (UDH) is added to the message to instruct the receiving device on how to reassemble the message, resulting in a maximum of 67 characters for the body of the message.
Latin1 (8 bit) = 140 character maximum. For longer multi-part messages, a user data header (UDH) is added to the message to instruct the receiving device on how to reassemble the message, resulting in a maximum of 134 characters for the body of the message.
GSM7 (7 bit) = 160 character maximum. For longer multi-part messages, a user data header (UDH) is added to the message to instruct the receiving device on how to reassemble the message, resulting in a maximum of 153 characters for the body of the message. Any message segment which has been broken up from a single message due to length will be treated as a single message as will messages to multiple recipients
When sending toll-free sms it's important to have an appropriate use case and adhere to best practices. Violation of best practice principals could result in:
Blocking of individual messages
Blocking of phone numbers
Repeated violation may result in account termination or blocking
Valid Use Cases
The Following are examples of acceptable use cases permitted on the Telnyx Toll-Free SMS service:
Fraud Alert Messaging
Low Volume Mixed
Polling and Voting
Public Service Announcements
Inappropriate Use Cases
The Following are examples of content and behaviors that are not permitted using on the Telnyx Toll-Free SMS service. Messages found to be associated with the following content may be blocked regardless of opt-in status:
Financial services whether account notifications, marketing, collections or billing for:
High-risk/subprime lending/credit card companies
Gambling, Casino, and Bingo
Illicit or illegal substances (including Cannabis)
Work from home
Get rich quick
UGGS and RayBan campaigns
Fraud or scams
SHAFT: Sex, Hate, Alcohol, Firearms or Tobacco
Additionally, the following practices should also be avoided to ensure high deliverability rates for toll-free messaging campaigns:
High Frequency Messages
Senders should also avoid sending a high frequency of messages to subscribers. Senders may not send more than 10 messages to a recipient in any 24 hour period unless the following conditions are met:
The recipient has engaged in two-way communication over SMS such as for a chat feature.
The customer has explicitly opted in to receiving frequent messages.
Senders may not represent or identify themselves as another individual or business in any way. More specifically, you may not use the message body or the phone number in a way that would lead the recipient to believe you are another individual or business.
Engaging in Fraud or Phishing For Information
Sending messages with fraudulent information or phishing to get confidential information from a recipient is explicitly prohibited.
Toll-Free Messaging Best Practices
Before sending out messages it's important to obtain consent from receivers this means having a clear call-to-action. A call to action should ensure that receiver are aware of:
The program or product description;
The phone number(s) or short code(s) from which messaging will originate;
The specific identity of the organization or individual being represented in the initial message;
Clear and conspicuous language about opt-in and any associated fees or charges; and
A clear opt-in mechanism is necessary to prevent unwanted messages to receivers. Receivers may also choose to unsubscribe from future messages by sending stop words such as STOP or UNSUBSCRIBE. Senders have up to 24 hours to remove the recipient from the list.