To send text messages to your customers, the carriers require your shop's website to have both a Privacy Policy and Terms & Conditions that meet specific standards. These documents are reviewed during number verification, and missing or non-compliant documents are one of the most common reasons a submission gets rejected.
This article explains what each document needs to include and how to host them correctly.
Who this applies to
- Local (10DLC) numbers: These requirements apply now.
- Toll-free numbers: These same requirements will be enforced starting September 15, 2026. See the Toll-free numbers section below.
Pages must be separate
Your Privacy Policy and your Terms & Conditions must be two distinct documents at two distinct, separate links. They cannot both be displayed on the same page.
- Privacy Policy at its own URL (example: yourshop.com/privacy)
- Terms & Conditions at its own URL (example: yourshop.com/terms)
Both must be publicly viewable without a login or password.
What your Privacy Policy must include
- What personal data you collect and how it is used
- A clear statement that mobile phone numbers and messaging opt-in data will not be shared or sold to third parties, affiliates, or marketing partners
- Message frequency (for example, "Message frequency varies" or "Up to X messages per month")
- A "message and data rates may apply" disclosure
- Opt-out instructions (for example, "Reply STOP to cancel")
Do not include any language suggesting that opt-in data may be shared, sold, rented, or transferred. That language will cause a rejection even if the rest of the policy is complete.
What your Terms & Conditions must include
- Your program or brand name
- A description of the messaging program
- A "message and data rates may apply" disclosure
- Message frequency (or a recurring message disclosure)
- Customer support contact information
- Complete opt-out instructions (HELP and STOP), displayed in bold
- A link to your Privacy Policy
- A disclosure stating that carriers are not liable for any delayed or undelivered messages
Toll-free numbers (effective September 15, 2026)
Starting September 15, 2026, toll-free verification submissions must include separate URL fields for your Privacy Policy and your Terms & Conditions, matching the requirements above. Submissions that are missing these links will be rejected. This change applies to new submissions; existing verified numbers do not need to be updated.
Common reasons submissions get rejected
- Privacy Policy or Terms URL was not provided, does not load, or returns an error
- The page is under construction or has no real policy content
- The page is behind a login or password
- The Privacy Policy contains language implying data may be shared or sold
- Consent is bundled into the Terms of Service or Privacy Policy instead of being a separate, voluntary opt-in
- The Privacy Policy and Terms point to the same link instead of two separate ones
We recommend consulting your own legal counsel to confirm your Privacy Policy and Terms & Conditions are compliant with applicable laws for your business and industry.
Questions?
If you have questions, please reach out to your account representative.