What is a toll free number?

A toll free number is a 10 digit phone number with a toll free area code, such as 833 or 844. US and Canadian mobile carriers only deliver business SMS from a toll free number after the business behind it has been verified. Every brand on Instant that sends SMS to the US or Canada sends from its own dedicated toll free number, and one number covers shoppers in both countries.

Why you need to verify it

  • US and Canadian carriers block business SMS from unverified toll free numbers.
  • Verification links the number to your registered business, so the carriers can confirm who is sending.
  • Instant cannot send SMS to US or Canadian shoppers for you until your number is verified.

How to set it up

Before you start

Have these ready before you open the form. Most rejections come from one of them.

  • Your legal business name, exactly as it appears on your registration. Carriers reject names that do not match official records.
  • Your business registration number. A US business uses its EIN. A business outside the US can use its own registration number, such as an ABN in Australia.
  • Your physical business address. Use a street address, not a PO Box.
  • A contact person. This is the person the carriers can contact about your application. You need their name, email, phone number and job title.
  • A business email address for that contact. Use an address on your business domain, such as [email protected]. If you use a free email address such as Gmail, it must also appear on your website, otherwise your verification is likely to be rejected.
  • A compliant SMS opt in on your site. See below.

Check your SMS opt in

Carriers check how your shoppers agree to receive SMS. Your opt in must be:

  • Unchecked by default. A pre-ticked checkbox causes a rejection.
  • Optional. A shopper must be able to buy or create an account without agreeing to SMS.
  • Clear about what the shopper is agreeing to. It must be obvious that they are agreeing to receive marketing SMS from your brand.

You need a screenshot of your opt in to upload. Take a screenshot of the whole page, not just the form fields, so it shows your branding and the unchecked opt in. If you do not have an SMS opt in on your site yet, see How to collect SMS sign-ups before you apply.

Submitting your verification

  1. Go to Configuration > SMS in your Instant AI dashboard
  2. Find the US & Canada card and select Enable SMS
  3. Enter your business details: business name, business type, industry, registration authority and registration number
  4. Start typing your business address and select it from the suggestions
  5. Enter your contact person’s name, email, phone number and job title
  6. Select how shoppers opt in to SMS on your site
  7. Upload your opt in screenshot
  8. Select Submit

If the address you entered cannot be validated, the form shows a suggested address. Check it matches your business registration before you accept it.

How it works

What happens after you submit

  1. Instant creates a business profile for you with our messaging provider and buys your toll free number.
  2. Your business profile is checked first. This usually takes a few hours.
  3. Your toll free number is then submitted to the carriers for verification. This usually takes 2 to 5 business days.
  4. Once approved, SMS to US and Canadian shoppers is switched on for your account.

You can check where your application is up to on the US & Canada card under Configuration > SMS. It shows as pending review, active or rejected.

If your verification is rejected

Your Customer Success Manager will tell you the reason and what needs to change. The most common reasons are:

  • The business name does not match your official registration.
  • No opt in was provided, or the screenshot does not show a compliant opt in.
  • The contact email is a free email address that does not appear on your website.

Once the details are fixed, your application is submitted again.

What your shoppers see

Your SMS sends from your toll free number, so shoppers see the digits as the sender. US and Canadian numbers cannot display a brand name as the sender. Your brand name appears at the start of each message instead, using your SMS brand prefix.

Restricted categories

Carriers restrict SMS for some business categories, such as tobacco, vapes and firearms. Alcohol brands can send SMS in the US only with age gating (21+) on their site. Brands in restricted categories may fail verification. See How SMS pricing and credits work for the full list.

FAQ

Do I need a US business to send SMS to US shoppers? No. Verification is based on where your shoppers are, not where your business is. An Australian business can verify a toll free number using its ABN.

Does a toll free number cost extra? No. Your toll free number is included in your SMS plan. You pay for the SMS you send, the same as any other SMS on Instant.

Can I send from my brand name instead of a number? No. US and Canadian carriers do not support branded sender names. Sending from your brand name is only available in Australia.

Can I use a short code instead? Yes, as an optional addition. A short code has an extra monthly cost and takes several weeks to set up. See How to use a short code for SMS in the US.

I send to both Australian and US shoppers. Do I need to verify twice? Yes. Australia and the US have separate verification processes. Complete both from Configuration > SMS to send to both countries.

Can I send SMS to shoppers in the UK or Europe? No. Instant SMS is available for shoppers in Australia, the US and Canada only.

For Australian setup, see Enabling Instant AI SMS in Australia.