We’re preparing for an upcoming change to Toll-Free SMS registration requirements from Twilio.
This article explains what’s changing, who it affects, and what information you’ll need when requesting a new Toll-Free Number (TFN).
Important: This update only applies to new Toll-Free Numbers. Existing verified TFNs are not impacted.
Overview
SMS messaging is one of the most effective ways to connect with customers whether you’re requesting reviews, following up on feedback, or responding quickly to customer needs. Because of its reach and reliability, mobile carriers are increasing verification standards to protect consumers and reduce spam.
In response to updated carrier requirements, Twilio is introducing new verification rules for Toll-Free SMS messaging. Starting February 10, 2025, any new Toll-Free Number must be registered with additional business information before it can be used for messaging.
As your partner, Reputation Builder is proactively updating its workflow to support these new requirements and help keep your SMS messaging compliant and uninterrupted.
What’s Changing
Beginning February 10, 2025:
Anyone requesting a new Toll-Free Number must submit additional business details during registration
As before, Toll-Free Numbers must be registered to the business entity sending messages, not a parent company or marketing agency
These requirements are enforced by mobile carriers via Twilio
No action is required if you already have a verified Toll-Free Number in Reputation Builder.
Required Information for New Toll-Free Numbers
When requesting a new TFN through Reputation Builder, you’ll be prompted to provide the following details.
Required
Legal business name
Business type
Business registration number
U.S. businesses: Employer Identification Number (EIN)
Business registration country (if outside the U.S.)
Business owner name and email
Must be the owner of the specific business location
Use a business email when possible (not a personal email like @gmail.com)
Recommended (Optional)
DBA (Doing Business As) name, if applicable
Where to Find This Information
Most businesses can find these details in their registration or formation documents, including:
Articles of Incorporation or Organization
State or federal business registration records
DBA or “Assumed Name,” filings
Business licenses or certificates
State registration confirmations
If you’re missing information, you can also:
Use your state’s or country’s business lookup website
Contact the agency that registered your business
Legal Business Name
Enter the full legal name exactly as it appears on official registration documents. This description may be longer than your storefront or website name.
Doing Business As (DBA)
If the business operates under a different public name, enter that name here. If the public name matches the legal name, re-enter the legal business name.
Business Type
Select the legal structure used when the business was registered, such as:
LLC
Corporation
Sole Proprietorship
Partnership
Business Registration Number
This number is the unique identifier assigned when the business was registered.
U.S. businesses should enter their EIN
Other countries may use different registration numbers
Registration Authority
Select the government or legal authority that issued the registration, such as:
CBN – Canadian Business Number
ABN – Australian Business Number
Good to Know
This change only affects new Toll-Free Numbers. Existing verified TFNs will continue working as-is.
Changes will be enforced for new numbers starting February 10th, 2026
Toll-Free Numbers must be registered to the actual business, not an agency or third party
Questions?
If you have questions or need help registering a new Toll-Free Number, reach out to us anytime at [email protected]