Canada Toll Free Messaging Best Practices


Jessica Murray


The Canadian market has continued to evolve in its adoption of Business Texting and establishing operational processes to support sanctioned toll free traffic.  The environment continues to evolve and remains fluid, but the Messaging Content Policy and Best Practices guide remain the key framework for message deliverability across our vendor's network. Please consider these supplementary nuances when sending traffic towards Canada in addition to the existing Best Practice and Message Policies linked above.

  • Higher throughput messaging on Toll-Free numbers is subject to individual operator limits.  For best results, it is recommended that you keep the sending rate from a single TFN (combined across SMS & MMS) to be below 25 MPS, as high throughput messaging could get blocked by operators.
  • Content: HTTP URLs (only HTTPS URLs are supported), Stock trading content and Marketing content are not permitted.
  • Opt-Out - Needs stay below <1%
  • Stop Language – Must send stop language on the first message and at least every 5th message or at least once a month for continued consumer awareness but sending it on every message is recommended. 
  • URL(s) – Shorteners see higher block rates, recommendation is to use full URL domain, unsecured URLs are not allowed
  • Single Number Sending – Zero Snowshoe Policy, if the single number gets blocked with the Canadian Carriers, please do not move traffic to another number.
  • Brand Identify- Messages should always identify who the sender of the message is.
  • Message Frequency - The number of messages sent to a subscriber should not exceed 10 in a month and if there is an expectation that the subscriber will receive multiple messages from the sender that should be stated in the beginning when a user opts in.
  • Customer Support Keywords – Customer should support; info, help, start, and stop as well as all French translations and send a bounce back in the corresponding language of the keyword.
  • False Positives – our vendor actively monitors for them and will act on behalf of our customers if traffic has been submitted through the verification process, if you experience blocking please submit a support ticket with the business information of the sender and the opt-in path.
  • Data Rates May Apply Verbiage - In cases where the consumer receives a message containing a clickable link to a site accessible on the consumer’s mobile phone, messaging must additionally state that “Data rates may apply.” Content Providers who choose to use “Std msg & data rates may apply” will be considered acceptable.

All programs are subject to our vendor's and/or Carrier consent audits. Failure to comply with a requested consent audit may result in suspension or cancellation of messaging programs.

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