Is toll-free messaging the same thing as Free to End User (FTEU) messaging?

Nope. Toll-free calling is known for having the business pay for the call. Short code texting has a similar product called FTEU, which is the same concept. Only the business sending the message is charged for the message. You have probably received a message that starts with “FREE MSG:“, meaning that the message doesn’t get charged to your wireless phone bill. Today, unlimited calling and texting wireless plans have made this mostly obsolete for many use cases. Toll-free messaging is not free to end users so if end users do not have an unlimited texting plan, they will be charged for the message.