A compliant opt-in process (also called a "Call to Action") is required to get your toll-free number (TFN) verified. A compliant opt-in process means the way you get people’s consent to send them messages. You can only use a business messaging service to send messages to people who've given their explicit consent to receive those messages from you. This applies to all business messaging, including sending to employees.
If you don’t provide evidence of a compliant opt-in process, your TFN cannot be verified and you won’t be able to keep sending messages. If you don’t currently have a compliant opt-in process, you’ll need to create one to in order to get your TFN verified.
Opt-in language in Terms & Conditions or Privacy Policy is NOT considered compliant opt-in. TFNs used for Marketing/Promotional use cases MUST include visual documentation (i.e. screenshot, live URL) of a compliant opt-in process in order to get verified. Opt-in has to be branded with the name of the business, so the end user knows whose opt-in they are agreeing to.
Examples of accepted methods of opt-in documentation include:
- Website opt-in: Screenshot or URL of webform where the client adds number and agrees to receive messaging.
- Website Posting: Screenshot or URL of where the number is advertised or where the customer finds the number to text in.
- Keyword or QR Code Opt-in: Screenshot or copy of material showing where customer finds the keyword in order to opt-in to receive messages.
- If a QR code is provided, please include the URL that the QR code redirects to (ex. opt-in webform or webpage) where the end user provides their phone number with SMS disclosures.
- There’s a legal requirement for businesses to obtain written consent before sending customers promotional text messages when using a keyword as a business must do a double Opt-in process.
- The customer provides their phone number on a form on a business’ website in exchange for a discount on their first purchase (first opt-in).
- The business sends them a text message that includes the instruction “Reply YES to receive promotional messages.”
- The customer replies “YES” (second opt-in).
- The business now has explicit written consent to send the customer promotional messages.
- Voice/IVR opt-in: Verbal script and detailed description of process to opt-in.
- 2FA/OTP: Screenshot of process to receive the initial text.
- Paper form: Screenshot or copy of form.
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