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US Toll-Free Restrictions


Definitions
A2P - Application to Person messaging
P2P - Person to Person messaging

Sender ID
All SMS sent to the US must originate from either a U.S. pre-approved long number or short code that is associated with your Nexmo account. Alpha sender IDs are not supported.

Toll-Free 

  • Toll-Free is an approved A2P solution.
  • Toll-Free number routes support handset delivery receipts, binary and unicode encoding, long/concatenated messaging on most carriers.*
  • You will be charged for outbound and inbound SMS.
  • The "STOP" keyword is handled at the carrier level. The end user is advised to reply "UNSTOP" if they would like to get messages again.
  • Marketing programs on SMS enabled toll free numbers are allowed on a limited basis. 
  • T-Mobile classifies all toll free traffic as business related traffic or A2P therefore delivery rates may be lower than other networks.
  • You can submit for a verified toll-free number.
  • All COVID-19 messages must go through the toll-free verification process.

Behaviours that may cause blocking on Toll-Free:

Identical content with domain of URLs changing

Short URLs (e.g. bit.lys)

Redirect URLs

Rotating toll free senderID's

 

Restricted Campaigns for all US Numbers

All US Numbers traffic adheres to the CTIA guidelines. For more information please see CTIA Handbook

Affiliate lead and/or commission generation

Loans
exceptions may be considered for direct lenders only 

Debt consolidation and reduction

Debt forgiveness

Investment opportunities

Financial offerings

Credit repair programs

Tax relief programs

Work from home programs

Get rich quick programs 

Illegal Substances (Cannabis)

Fraud, Spam and Phishing 

SHAFT*

Deceptive Marketing

Auto Loans Health Insurance

*SHAFT sex, hate, alcohol, firearms, tobacco content is strictly prohibited on all US number originators. 

Other Features / Restrictions of Note

Reach to virtual numbers: While Google Voice numbers are reachable through Nexmo, we do not provide reach to other virtual number providers due to fraud prevention precautions. If you have any particular business case where you would like to be able to reach virtual numbers, please contact our Support team with details about your use case.

Social Invites: Social invites are problematic in the US if multiple human interaction steps are not involved. The individual user should be able to decide who to send, when to send, and what to say. 

Charitable Donation: Donations can run on the network. However, must go through verification.

Gambling: Gambling/Casino/BINGO should be age gated and only promote content like events/locations/etc and NOT actual Gambling/Casino/BINGO. 

*Unicode is not supported on US Cellular; they support ASCII.
**Nexmo's 2FA and Alerts pre-approved short code API's can reach Canada mobile phone numbers since we can identify the destination number and change the sender ID as needed (via a pool of US long codes).

Links

US LVN Restrictions
US Shortcode Restrictions
Global SMS Features Overview (Outbound only)
Global SMS Numbers Features Overview

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