Toll-Free Messaging Best-Practices

Toll-Free Throughput Limitations

Only toll-free numbers which are verified are permitted to send live traffic. If a toll-free number is not verified, or was submitted for verification but not yet verified, message segments will be blocked with an error.  To learn more, read up on Toll-Free Verification.

Toll-Free Best Practices for Canada

The Canadian market has continued to evolve in its adoption of business texting and establishing operational processes to support this sanctioned traffic. The environment continues to evolve, but the Disallowed Content Policy and Best Practices guide remain the key framework for message deliverability across the toll-free hub’s network.

• Opt-Out Rate: Must be below 1%
• STOP Language: Must be provided in the first message and in the fifth message or once monthly for continued consumer awareness.
• URL(s): Shorteners see higher block rates. It is recommended to use full URL domains. Unsecured URLs are not allowed.
• Single Number Sending: Content providers whose number is blocked should not move to a new number.
• Brand Identity: Messages must identify the sender.
• Message Frequency: The number of messages sent to a subscriber should not exceed ten (10) in a month. If there is an expectation that the subscriber will receive multiple messages that should be stated in the beginning when a user opts in.
• Customer Support Keywords: INFO, HELP and STOP keywords as well as the French AIDE and ARRET must be supported in the respective native language for each.
• False Positives: Most false positive blocks on verified traffic will be handled by the toll-free hub with no action required by the content provider. Customers continuing false positive blocks on verified traffic should submit a support ticket to the Convey Help Desk.
• Data Rates Verbiage: If an MT contains a link to a site accessible on a mobile phone, the message must state “data rates may apply” or “std msg & data rates may apply.”

Note that all programs are subject to the toll-free hub and/or carrier consent audits. Failure to comply with a requested consent audit may result in suspension or cancellation of messaging programs.