AWS Messaging Blog

How to register for a US toll-free number with AWS End User Messaging

As businesses increasingly use SMS messaging to engage with customers at scale, having the right origination identity is crucial. Toll-free numbers (TFNs) are the quickest way to begin sending to the United States and offer a trusted, high-visibility option that can drive greater response and brand recognition. This post is for every company that wants to send to the US or internationally.

Obtaining and properly registering a US toll-free number requires a registration process and adhering to requirements set forth by mobile carriers. This comprehensive guide walks you through the step-by-step procedure for registering a US toll-free number through AWS End User Messaging, which provides robust SMS capabilities to AWS customers.

The benefits of using a US toll-free number

TFNs offer several key advantages over other SMS origination types in the US market:

Toll-free facts

  • The opt-out flow for US TFNs is managed at a network level and enforced by US Carriers. If a user sends the word stop—or any of the other supported keywords—to the TFN, the carrier sends the following outbound message to the user: NETWORK MSG: You replied with the word "stop" which blocks all texts sent from this number.
    Text back unstop or start to receive messages again. This behavior cannot be changed.
  • Toll-free numbers have a throughput of three Message Parts per Second (MPS).
  • International toll-free numbers are two-way capable in the US and Canada but are one-way only in all other supported countries. Depending on the country being sent to, if not the US or Canada, your end-user can receive your message from an originator other than your TFN. This feature can be turned on before or after registration.

The TFN registration process

To get started, you need to create a US toll-free number registration in the AWS Management Console for AWS End User Messaging or use the API.

  1. Company information: Provide details about your business, including the company name, website, and headquarters address.
  2. Contact information: Enter the name, email, and phone number of the individual who will serve as the main point of contact for your TFN program. This email address should match the domain of the company being registered and cannot be a distribution list, contact group, or mailing list. This information will be used for verification or in the event of something needing to be communicated to you about your TFN. It will not be public knowledge.
  3. Messaging use case: Describe how you intend to use the TFN, including your estimated monthly SMS volume, and select the Use Case Category (such as two-factor authentication, notifications, or marketing).
  4. Use case details: It’s critical that the Use Case Details field and all message templates are consistent with the Use Case Category you selected in the previous step.

For example, if you select two-factor authentication or one-time passwords, your Use Case Details should explain how you plan to use your TFN for that use case, who you will interact with, and why. Answers must be written in English, and it is very important to be clear and concise in this section. Humans are reviewing these, so make sure that everything you write can be understood without prior knowledge of your company or your use case.

  1. Opt-in Workflow Description: This has several boiler-plate components that must be present at the point of opt-in and are discussed in depth in this blog post. If you have a verbal opt-in, you can include the script in this field. If you have a publicly available form, you can supply the URL in the description. Regardless of the format, you must include the following elements at the point of opt in:
    1. Program (brand) name.
    2. Explicitly state the purpose of the SMS program that your end-users are opting into.
    3. Have no prefilled checkboxes, radio buttons, or other fields.
    4. Message frequency disclosure. For example: Message frequency varies or One message per login.
    5. Customer care contact information. For example, Text HELP or call 1-800-111-2222 for support.
    6. Opt-out information. For example: Text STOP to opt-out of future messages.
    7. Include Message and data rates may apply disclosure.
    8. Link to a publicly accessible terms and conditions page.
        • Note: See this post on opt-in processes for terms that must be included.
        • If you are unable to include a public link to your terms, you can include them in the Opt-in workflow image field or alternatively attach them to the registration form or another method like an Amazon S3 presigned URL. Make sure to keep it separate from the actual opt-in screenshots.
    9. Link to a publicly accessible privacy policy page.
        • Note: Carriers are primarily concerned with data sharing of opt-in information to third parties. It’s recommended to have a specific SMS section that addresses that no data gathered during opt-in is shared. See this post on opt-in processes for more details on creating a compliant privacy policy.
        • If you’re unable to include a public link, you can include the full terms in the Opt-in workflow image field or alternatively attach them to the registration form or another method like an Amazon S3 presigned URL. Make sure to keep it separate from the actual opt-in screenshots.
  2. Opt-in workflow image: Upload an image showing how users consent to receiving messages.
    • The maximum file size is 500 KB, and valid file extensions are PDF, JPEG, and PNG.
    • This could be a screenshot of a non-public form, a written consent form, or other evidence of a compliant explicit opt-in that includes all the elements detailed previously.
    • Make sure that the screenshot is clear and readable; degraded image quality will likely be rejected regardless of compliance.
  3. Message samples: Each sample message should reflect actual messages to be sent, should match the Use Case Category you indicated previously, and should follow these best practices:

    • Indicate any variable fields with brackets and make sure to be clear what information can be replaced.
    • Example: Hi, [FirstName] this is AnyCompany letting you know that your delivery is ready.
    • Each sample message must be at least 20 characters. If you plan to use multiple message templates, include them too.
    • Ensure that all messages include your brand name and that it’s consistent with the previously entered information.
    • Make sure your messaging doesn’t involve prohibited content such as cannabis, hate speech, and so on; and that your use case is compliant with AWS Messaging Policy.
  4. Review and submit: Verify that all information is accurate before submitting your registration for approval. There are no exceptions to an explicit opt-in—this includes one-time password use cases, so make sure that your registration includes all the required elements.

The TFN provisioning process

After your TFN registration is submitted it will be reviewed by the same third-party as all other SMS vendors across the globe, not by AWS. You can find current registration time estimates in the number registration process. While waiting, you can monitor your registration status for rejection or acceptance. This AWS blog post has an example of using AWS Lambda to monitor status changes.

If your registration is rejected, the status will change to REQUIRES_UPDATES and should have at least one rejection reason that needs to be reviewed and updated before resubmitting. Follow these instructions to update a rejected registration.

Sending SMS messages and monitoring delivery receipts

After your TFN is activated, you can begin sending SMS messages through AWS End User Messaging. It’s important to monitor your program closely and maintain compliance, because carriers might filter or block your messages if there are issues with your program. This blog post reviews best practices for how to monitor deliverability of SMS messages.

Conclusion

Make sure to follow each step carefully and answer each question completely. There are humans reviewing these so it’s important that your answers are succinct and clear.

As an AWS customer, you have access to powerful messaging capabilities through AWS End User Messaging. By following the steps outlined in this guide, you can quickly register for a US toll-free number to start your SMS outreach. Maintaining compliance is key, and with a TFN in place, you’ll be well on your way to delivering highly effective, compliant SMS messaging that drives real business impact. If you have other questions about AWS End User Messaging, see the comprehensive API specs, the User Guide, or reach out to AWS Support.

About the authors

Tyler Holmes

Tyler Holmes

Tyler is a Senior Specialist Solutions Architect. He has a wealth of experience in the communications space as a consultant, an SA, a practitioner, and leader at all levels from Startup to Fortune 500. He has spent over 14 years in sales, marketing, and service operations, working for agencies, consulting firms, and brands, building teams and increasing revenue.