Toll-Free numbers verification

Toll-Free numbers verification is currently required in the US and Canada for best delivery. And users who don’t verify, risk being blocked or increasing filtering and daily limits on sending traffic.


All major carriers in the United States and in Canada designate Toll-Free numbers for business messaging use.

Recently, carriers have implemented daily sending limits for unverified toll-free numbers.

As a result, any traffic that exceeds the daily limit or gets filtered for spam will receive an Error 30032 response.

Although carrier filtering is still possible for messages sent from Toll-Free phone numbers; you can significantly reduce the likelihood of filtering if you comply with all rules and regulations, and follow best practices.

Carriers highly recommend verification for all numbers, regardless of volume.

Why verify Toll-Free numbers

Carriers require Toll-Free Messaging Verification as it reduces filtering risk on compliant traffic.

Lately, the enforcement for the 10/1/2022 deadline has changed from failing all Restricted Toll-Free traffic to failing traffic that exceed 2000 messages per day per number.

And, beginning April 1, 2023, these limits will drop to 500 daily / 1,000 weekly / 2,000 monthly. However, Pending Verification status will allow for higher volume limits (2,000 daily / 6,000 weekly / 10,000 monthly); and reduce the chance of filtering while waiting for final carrier approval.

So, Toll-Free Verification reduces the risk of filtering on your message traffic; assuming it is compliant with all applicable rules. Please keep in mind that the Toll-Free traffic verification process can take approximately 2-3 weeks for completion.

Required Information for Toll-Free Verification

  • Customer ID field from end-user

  • Business Name – text field

  • Corporate Website

  • Business Address (include street, city, state, and zip code)

  • Business Compliance Contact (first and last name, email address, phone number)

  • Expected Message Volume

  • Phone number(s) to be verified

  • Use Case Category

  • Description of the Use Case / Summary

  • Production (Sample) Message Content

  • Opt-in Workflow Description (Text – online, text to join, point of sale, etc.)

  • Opt-in Image URLs (URLs separated by semicolon)

  • Additional Supporting Details

  • ISV / Reseller (Highly Recommended)

Kindly forward the above information to so that we can proceed with submitting the verification request on your behalf. Please note that the processing time for the the Toll-Free numbers verification may take approximately 2-3 weeks.


Increase the deliverability of your text messages

One of the biggest challenges in using text messaging for business purposes is to increase the deliverability of messages.

Here are some tips to ensure the deliverability of your text messages, all in complying by the Acceptable Use Policy rules.

Increase the deliverability of your text messages

Here are some common things you can do that your messages are delivered and read:

  1. Get permission from your recipients. You can include an opt-in message on your website, social media channels, or even in-store.
  2. Keep your message short and to the point. Avoid using jargon or complicated language.
  3. Personalize your messages using aNinja’s template variables. Use the recipient’s name or other relevant information to make your message more personal.
  4. Use recognizable sender name: Ensure that your messages clearly identify who is sending the message. Avoid using shortcodes or numbers as your sender name, as this can appear spammy.
  5. Send your messages at an appropriate time, taking into account the recipient’s time zone and daily schedule. Define the sending time in aNinja’ settings.
  6. Inform your recipients how they can opt-out of receiving any future emails.
    1. Ultimately, add an unsubscribe link to your tests. Basically, the initial message needs to include the following language: Reply STOP, STOPALL, UNSUBSCRIBE, CANCEL, END, or QUIT.
  7. Also, honor opt-out requests: send an automated reply through aNinja triggers.
  8. Additionally, you can segment your recipient list to improve the relevance of your messages. Send targeted messages to specific groups of recipients based on their interests or behaviors.
  9. High key messaging metrics: A high delivery error rate. It indicates you may be attempting to contact numbers that are no longer in service, or are unreachable such as landlines; and/or external carrier filters are refusing to deliver your messages.
  10. Also, you can provide us with your business address; there is an additional verification process (A2P) that we can set up that helps reduce the chances of the carrier systems flagging your text as spam; as long as you follow the above. Reach us at
Text Content

Review your text template content to adhere to the messaging policy:

    1. Include Sender identification
    2. And an opt-out language
    3. Also, try and use multi-step sequences to engage customers.
    4. Avoid using spam trigger words such as “free”, “guarantee”, “limited time offer”, and “act now”. Instead, use clear and concise language that accurately conveys your message.
    5. And, don’t overuse abbreviations and emojis. They can be a red flag for spam filters.
    6. Lastly, avoid anything that is illegal or Forbidden:
      • Prescription Medication. Offers for prescription medication that cannot legally be sold over-the-counter are prohibited in the United States.
      • Illegal substances such as Cannabis, CBD, Puff
      • Sex, Hate, Alcohol, Firearms, Tobaco, and Vaping-related.
      • Gambling.
      • Fraudulent messages.
      • Malicious content, such as malware or viruses.
      • Any content that is designed to intentionally evade filters.

aNinja is forced to comply and temporarily block your text sending capability if it is being flagged as spammy by upstream carriers. Make sure to comply with all the above practices to avoid the carriers filters flagging your texts as spam.

Text template examples

These templates should serve as a starting point, and you should customize them to fit your business needs and communication style and increase deliverability of your messages.

Promotional message:

“Hello {{}}, we’re offering a limited-time discount of 20% on all our products. Use code XXXX at checkout. Offer ends [date]. Reply STOP to opt-out.”

New product launch:

“Hey {{}}, we’re excited to announce the launch of our new [product]. Get yours now and receive a 10% discount using code NEW10 at checkout. Reply STOP to opt-out.”

Limited-time offer:

“Hello {{}}, our [product/service] is now available at a discounted price of [price]. This offer ends [date]. Don’t miss out! Reply STOP to opt-out.”

Flash sale

“Hi {{}}, for the next 24 hours only, we’re offering a 15% discount on all our products. Use code FLASH15 at checkout. Hurry, this sale ends soon! Reply STOP to opt-out.”

Referral program

“Hey {{}}, refer a friend and receive a $20 credit towards your next purchase. Your friend will receive a 10% discount on their first order. Share the love! Reply STOP to opt-out.”

Seasonal promotion

“Hello {{}}, get into the holiday spirit with our festive [product/service]. Enjoy a 20% discount using code HOLIDAY20 at checkout. Happy holidays! Reply STOP to opt-out.”


Relevant articles:

A few things you want to consider before sending out texts

Avoid your messages being marked as spam

Error codes returned by the carrier on SMS or MMS

You might receive error codes returned by the telephone carrier after you’ve sent a SMS or MMS.

The telephone carriers filter all the messages to protect the mobile subscribers from spam and other forms of unwanted messaging.

And, these systems look at both message content and volume.

Filtering in the United States and Canada can affect the delivery of your SMS and MMS messages.

Where do error codes appear in aNinja

When in the lead view, in the history section, you can see “error” in red on the right corner under the sent SMS or MMS.

Hover your mouse over “error” to see the error code.

Error codes on SMS or MMS

Then, search for this code in the below section to understand the reason for this error.

Error codes references on SMS or MMS

Below are most common error messages returned by the carriers.

  • 11751 => Media exceeds messaging provider size limit.
    • Maximum size limit depends on the messaging channel.
    • aNinja supports an MMS of 600KB.
  • 12300 => Invalid Content-Type.
    • Our carrier is unable to process the Content-Type of the provided URL.
    • You must return a Content-Type for all requests. Requests without a Content-Type will appear in the Debugger as a 502 Bad Gateway error.
  • 30002 => Account suspended
    • The message you sent was filtered by the Carrier for containing forbidden content which resulted in suspending your account/number.
  • 30003 => Unavailable or unreachable destination.
    • The destination handset you are trying to reach is switched off or otherwise unavailable.
  • 30005 => Unknown or inactive destination number.
    • The destination number you are trying to reach is unknown and may no longer exist.
    • The device you are trying to reach is not on or does not have sufficient signal.
    • The device cannot receive SMS (e.g. the phone number belongs to a landline).
    • There is an issue with the mobile carrier.
  • 30006 => Landline or unreachable destination.
    • The destination number is unable to receive this message. Potential reasons could include trying to reach a landline. Or, in the case of short codes, an unreachable carrier.
  • 30007 => Your message was blocked by the carrier due to spam, phishing, and fraud content.
  • 30008 => Delivery of your message failed for unknown reasons.
    • Our carrier receives a very generic error from the destination carriers that they have no further details about. They associates the message with the error code 30008 letting you know that they truly don’t know what caused this error from the provider.
  • 30019 => Content size exceeds carrier limit.
    • Message failed because the size of the content associated with the message exceeded the carrier limit.
  • 30410 => Provider timeout.
    • The provider used may be experiencing disruptions resulting in errors or request timeouts. Messages are failed and not retried to avoid duplicate message delivery.
  • 32017 => Carrier blocked call due to poor reputation score on the telephone number.
    • The calling number has a low answer rate from end users; or, generates low-duration calls; or it is responsible for large volumes of unwanted calls.

MMS messages

MMS stands for ‘multimedia messaging service’. It was built using the same technology as SMS (short message service) text messages.

While SMS was built to send short messages, MMS focuses on sending multimedia messages.

Some of the rich content types which can be sent include phone contacts, audio and video files, and images.

Types of MMS messages

  • Audio files
  • Video files
  • Images

Sending MMS through aNinja

  • Search for your lead
  • When on a lead View, click on Text in the toolbar
  • Your phone number is automatically injected next to “From”.
    • If you’re an Admin user, from the dropdown, you can choose the phone number you want to send the text through.

  • The primary phone number is also automatically injected next to “To”.
  • You can either select an available template
    • Then, the content of the template is injected into the body section. And the media file saved in the template is attached to it.
  • Or, you can manually type the message in the body section.
  • Click on the attachment icon and select a file
    • Supported file formats (jpeg, png, and gif)
    • Check the “Supported media types” below.
  • Before you send your text, you want to make sure that the total message size is under the maximum size limit for the channel.
    • Check the “Attachment Limits” section below.
  • Click Send to send your text immediately,
  • Or, click on the arrow next to send to schedule to a later date and time.
  • An MMS can also be sent in bulk text sequences. Attach the media file to the template and use it in the sequences.


Make sure to include content in your template before saving it, not only attachment(s). Otherwise, when attaching it to a text sequence, it will not be launched.

Supported Media Types

Different carriers support different types of media, regardless of the media types allowed in aNinja.

When you send an MMS, the telephone carrier checks the content-type header at the provided MediaURL to validate the content type of the media file. If the content type header does not match that of the media file, the request will be rejected.

You can check the status of the MMS in the lead view, on the bottom right of the message. Hover your mouse over the error to see the message provided by the carrier. Some carriers don’t provide error messages.

The following types of content are fully supported. This content will be formatted for delivery on destination devices.

  • image/jpeg
  • image/jpg
  • image/gif
  • image/png


The following types of content are accepted. Requests will not be rejected, but the content will not be modified for device compatibility.

  • audio/basic
  • audio/L24
  • audio/mp4
  • audio/mpeg
  • audio/ogg
  • audio/vnd.rn-realaudio
  • audio/vnd.wave
  • audio/3gpp
  • audio/3gpp2
  • audio/ac3
  • audio/webm
  • audio/amr-nb
  • audio/amr
  • video/mpeg
  • video/mp4
  • video/quicktime
  • video/webm
  • video/3gpp
  • video/3gpp2
  • video/3gpp-tt
  • video/H261
  • video/H263
  • video/H263-1998
  • video/H263-2000
  • video/H264
  • image/bmp
  • image/tiff
  • text/vcard
  • text/x-vcard
  • text/csv
  • text/rtf
  • text/richtext
  • text/calendar
  • text/directory
  • application/pdf
  • application/vcard
  • application/

Most of the phone carriers support image file attachments in one of the supported file formats (jpeg, png, and gif) and they might not support these types (PDF, BMP, MPEG, MP4, Quicktime, and 3GPP).

Message encoding

Text messages, also known as SMS, are encoded by the carriers in different formats to represent the characters and special characters used in the message.

The default encoding used in SMS is GSM-7, which consumes fewer segments, making it more cost-effective.

However, if the text content includes special characters like emojis or backticks, a different encoding called UCS-2 is used; which consumes more segments, approximately double the amount of GSM-7.

When it comes to MMS, the encoding used can vary depending on the content of the text. It can be either GSM-7 or UCS-2, depending on whether special characters are included in the message or not.

Attachment Limits

When sending text and pictures in the same message (MMS messaging), a message can contain up to 10 images and 1600 characters.

Through aNinja, you can send an MMS of 600KB. If your message (including body text and media) is larger than 600KB, your message request will fail to send.

In aNinja, we have reduced the size of the MMS to 600KB to increase the chances of deliverability. As the top US carriers have recently reduced their allows MMS sizes as follows:

Carrier Short code MMS attachment size
AT&T 600 KB <—- ideal size
Sprint 1400 KB
T-mobile 1000 KB
Verizon 1200 KB

So you want to provide a shorter video that is ideally < 600KB if you want to reach all the targeted audience.

Our carrier automatically compresses JPEG, PNG, or GIF files to reduce their size if they exceed certain thresholds, to help you fit more images on your message when needed.

Hence, there will not be any additional charges applied for the message body. It will be included in the MMS cost.

If your media is not an image file and is larger than the limit allowed by the destination carrier, your MMS message will fail.

You can always compress the size of your media file using tools online.

Lastly, we recommend hosting your media file on your website or a file hosting service and adding the link to download it in your template or text call to action.