Overview: Toll free messaging
Background
Messaging over toll free numbers is the preferred method for business-to-consumer communications (. Toll free lines are business numbers and, as such, the process for campaign validation is less cumbersome.
The toll-free verification process qualifies the messaging traffic to be tagged as verified with the mobile operators (AT&T, Verizon, T-Mobile, etc.). The approved tag reduces the number of false-positive blocks and helps increase the message deliverability on a single toll-free number (TFN).
Verification is not whitelisting, so approval doesn’t guarantee that you won’t experience any blocking. However, as long as the sent traffic aligns with the verification application, false positives should be minimal.
Registration process
To learn more about how to register a toll free use case, see: Register a toll free use case.
Tips for creating your campaign
Be sure to read our Messaging Best Practices for a better understanding of the rules and requirements that regulate the messaging ecosystem.
Properly implemented campaigns
Use one recognizable number: Each message sender (business/entity/organization) should utilize only one primary sending number.
Consumer consent should be collected by the party sending the messages.
Opt-In Process is the most important part of a well implemented campaign.
Make sure the opt-in flow is thoroughly detailed.
Ensure there is explicitly stated consent disclaimer language at the time of collection. (ie. when the phone number is collected there should be a disclosure about opting-in to messaging).
If Website opt-in: Screenshots of the web form where the client adds a number and agrees to receive messaging.
Website Posting (Support): Where is the number advertised and where does the customer find the number to text in.
If a keyword or QR Code Opt-in: Where does the customer find the keyword in order to opt-in to these messages? Please provide this material (photos or screenshots) for verification.
If Voice/IVR opt-in: In this case please provide a screenshot record of opt-in via voice in the client's database/ CRM. (IE, a check box on their CRM saying that the customer opted in and the date)
2FA/OTP: Please provide a screenshot process to receive the initial text
Set expectations on message frequency - please work with your customer to set the proper expectation with their consumers' on how many messages they can expect to receive. If you are sending 5 texts a month, then disclosing “5/msg a month” on the first interaction will result in a positive consumer experience.
Scrub Opt-In List - please work with your customer to scrub their opt-in list to ensure only recently opted-in handsets are receiving messaging.
Double Opt-In - We would suggest your customer to implement the double opt-in stated in section Add STOP language (reply Stop to stop) into each message.
Practices to avoid
The sharing and selling of end-user information. Third parties for marketing purposes violate industry Best Practices and Avaya's AUP policy.
Consent cannot be acquired from a third party. Third-party opt-in is not supported and is ineligible for verification.
Spam. You shall not use the Services for purposes of distributing text messaging “spam,” bulk unsolicited messages, or any other form of unsolicited electronic communications distributed on a bulk basis to recipients with whom you have no pre-existing business or personal relationship.
Frequently Asked Questions:
How are Toll Free Messaging throughputs different from 10DLC?
Toll Free numbers are intended for business to person communication so there is more leniency with the volume of messages a business can send.
Is verification the same thing as whitelisting?
No! A telephone number that has had its campaign approved is still subject to filtering and blocking if the content is not aligned with the Messaging Best Practices.
What happens if I don't register my traffic?
Unregistered campaigns/numbers are subject to industry throttling, blocking and filtering.
Is there a character limit for messaging over Toll Free?
Messages with over 160 characters will become MultiMedia Messages (MMS). If you plan on sending a high volume of MMS messages Toll Free is your preferred option as MMS messages are supported and should not experience any additional filtering and blocking (as long as your campaign is approved).