What is the TFN (Toll-Free Number) application process to send SMS campaigns in Marsello?

TFN verification boosts SMS deliverability & ensures compliance in the US/Canada. Verify your number to avoid delays or rejections.

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Why do I need TFN (Toll-Free Number) verification for SMS campaigns in Marsello?

What is TFN Verification and why is it necessary?

TFN (Toll-Free Number) verification is a compliance measure required for SMS messaging in regulated countries like the US and Canada. It involves officially registering your Toll-Free Number to ensure that your SMS campaigns are delivered reliably and are recognized as safe by telecommunication companies.

Stricter telecommunications regulations in the US and Canada aim to combat spam and improve messaging security. By registering and verifying your TFN:

Improve deliverability
- Verified TFNs achieve optimal SMS deliverability rates by being automatically categorized as trusted and compliant.
Regulatory compliance
- Verification ensures adherence to messaging compliance standards in both the US and Canada, even if you’re only sending SMS campaigns within Canada.

Can I Send SMS Campaigns Without a Verified TFN?

Brands in the USA and Canada cannot send SMS campaigns while their Toll-Free Number (TFN) verification is still pending. However, it's important to note that unverified TFNs often experience lower deliverability rates—meaning your messages may be delayed, filtered, or not delivered at all.

To ensure your SMS campaigns reach your customers reliably and comply with regulations in the US and Canada, it’s strongly recommended that you complete TFN verification as soon as possible. Verification helps your number be recognized as legitimate and trusted by telecom carriers, which improves performance and protects your brand.

How do I complete the TFN (Toll-Free Number) application process in Marsello?

📝 Note: The current processing time for TFN verification is 3–5 business days after submission. Our team will contact you via email with the result of your application.

To obtain a TFN through Marsello to send SMS campaigns, you must first complete Marsello's TFN registration form.

Tips for a successful TFN application process

Verify your business details:
- Ensure all business details, including contact information, business email, address, and website URL, are accurate and complete. - Applications are often rejected if any field is missing or cannot be verified.
- You'll also need to provide your Business Registration Number (e.g. your 9-digit EIN if you're US-based) — this must match your official business registration exactly, including your legal business name.
- Where possible, use a business email address (e.g. name@yourbusiness.com) rather than a personal account like Gmail or Yahoo — personal email addresses may be reviewed more closely and can slow down approval.

Prepare a privacy policy:
- As of September 15, 2026, you need to provide both a Privacy Policy URL and a separate Terms & Conditions URL. One link covering both will no longer be accepted.
- Rejections occur if either page is missing, inaccessible, or lacks adequate content.
- Your Privacy Policy should state that customer phone numbers and SMS consent won't be shared with third parties.
- Your Terms & Conditions should include your business name, how often you'll message customers, a note that message and data rates may apply, and how customers can opt out (e.g. by replying STOP).

Design your opt-in form for compliance:
- Clearly mention "SMS" or "Text" as a communication channel on all opt-in forms. Avoid using generic terms like "Consent to Contact," which may cause confusion. Approval requires explicit written consent for SMS communication.
- Opt-in forms must clearly state SMS or text messaging as a contact method.
- Forms listing only channels like email, mail, or phone calls are insufficient.
- Your opt-in form should also include:
  - your business name
  - what kind of messages customers will receive (e.g. marketing offers, order updates)
  - how often you'll message them
  - a note that message and data rates may apply.
- Include opt-out instructions (e.g. "Reply STOP to cancel") and help instructions (e.g. "Reply HELP for help").
- If your form also collects email sign-ups, SMS consent needs to be its own separate, unticked checkbox — it can't be combined with your email opt-in or general terms acceptance.
- Any SMS consent checkbox must be unchecked by default; customers must actively choose to opt in.

Test your links:
- Applications often require a valid URL where the opt-in form is hosted, or an online store’s SMS opt-in section.
- Ensure URLs are functional and lead to complete and accessible content.

Submit written consent evidence:
- If needed, provide network-approved evidence of SMS consent, such as your website’s SMS opt-in process.

Compliance review for first campaign:
- After your TFN is approved, your first SMS campaign will undergo a one-time compliance review to ensure adherence to regulations before sending.

Recommendations to avoid rejections

Regularly audit your privacy policy and terms & conditions to ensure compliance with SMS campaign regulations.
Use your online store’s SMS opt-in form as a reference for network approval when applicable.
Check your submission against these guidelines before resubmitting rejected applications.

By addressing these elements, you can significantly increase the chances of your TFN application being approved and avoid delays to your SMS campaigns.

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