Toll-Free Verification: Opt-In Requirements & Common Rejection Reasons

This article covers how consumer consent (opt-in) must be structured for toll-free messaging verification, and the most common reasons verifications are rejected. See also: Required Information for Toll-Free Verification and Toll-Free Verification Policy & Enforcement Timeline.

Opt-in rules

• Consent must be standalone — not embedded in Terms of Service or a Privacy Policy.
• Checkboxes must be unchecked by default, and consent cannot be a condition of purchase.
• Consent cannot be shared across use cases — for example, order confirmations and promotional coupons require separate consents. A program sending both transactional and marketing messages needs two separate checkboxes: one for transactional/account messages and a separate, optional one for marketing.
• Marketing requires written consent. Verbal consent is not sufficient for marketing use cases.
• The opt-in must be branded with the end business's name, and consent may not be shared with or sold to any other party.
• If the opt-in form is presented in a language other than English, the consent disclosure must be complete in that language; provide an English translation with the verification. The STOP and HELP keywords remain literal English keywords.

Accepted opt-in methods

• Web form with a consent checkbox (screenshot evidence required)
• Text-in keyword (e.g., "Text JOIN to ...")
• QR code linking to a web form or templated message
• Signed paper form
• Documented verbal script — non-marketing use cases only

Example checkbox language

☐ I agree to receive text messages from [BRAND] related to my orders and account — including order confirmations, delivery notifications, and customer service messages — at the phone number provided. Message frequency varies. Message and data rates may apply. Reply STOP to opt out, HELP for help. See our Privacy Policy [link] and SMS Terms [link].

☐ (Optional) I agree to receive marketing and promotional text messages from [BRAND] — including offers and coupons — at the phone number provided. Consent is not a condition of purchase. Message frequency varies. Message and data rates may apply. Reply STOP to opt out, HELP for help. See our Privacy Policy [link] and SMS Terms [link].

Both boxes unchecked by default; forms must submit without the marketing box checked. Translations for non-English forms are available from TSG on request.

Common rejection reasons

• Business information that can't be verified (name mismatch, dead website, freemail contact address)
• Vague use case descriptions ("marketing," "notifications")
• Opt-in evidence missing, or the described opt-in isn't visible on the live site
• Single bundled consent covering both transactional and marketing traffic
• Pre-checked boxes, or consent required to submit a form or complete a purchase
• Sample messages missing the brand name, STOP language, or rates language

Requirements are set by the Toll-Free Messaging Registry and change over time — TSG Global validates each submission against the rules in force at review. Last updated July 2026. Questions: TSG Global support.