Understand toll-free number verification

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You will learn

Learn about toll-free number verification, including what it means to be verified and how this works in Klaviyo.

Verified vs. unverified


A business can have one verified toll-free number associated with their brand. 

To be verified, a toll-free number must undergo an application process to be approved by wireless carriers. If approved:

  • The number will associate to that specific brand or business
  • A “verified” tag will add to the number

With the verified tag, the toll-free number can begin sending SMS and MMS messages. Any toll-free number without this tag should not send, as wireless carriers will not deliver the messages.


Verification is not allowlisting. For email, allowlisting means that any messages from an approved sender will never be sent to spam. However, there’s no allowlisting for SMS. 

Even if a toll-free number is verified, messages from this number may still be blocked by individual carriers. However, as long as your Klaviyo account information is up to date and accurate and you are following best practices, we can work with carriers to unblock your messages.


Unverified numbers are any number that:

  • Is currently going through the verification process
  • Was rejected for verification

As of May 15, 2022, any new toll-free number will not be able to send SMS or MMS until it is verified. This is because wireless carriers enacted new rules to prevent unverified toll-free numbers from sending on their networks.

If you received your number before May 15, 2022, you will have until September 30, 2022, to become verified. You will be able to send without being verified during this time.

Not all organizations qualify for toll-free verification, or can send with Klaviyo. For instance, if your business model falls under any of the prohibited content categories, you will not be able to send using Klaviyo. If your business requires age-gating, we may be able to accommodate you in the future but can't currently.

Your website must be live in order for your toll-free number to be verified.

Verification with Klaviyo

Toll-free numbers are submitted for verification automatically in Klaviyo as long as the business associated with the number is compliant for SMS. There’s no action required on your end to start this process. 

Verification takes around 7–10 days to complete. 

Please note that your website must be live in order to be approved for verification. A key part of verification is checking that the business is active and not a scam. If you haven't already, make sure to set your website live. 

What to do when your number awaits verification

While your number awaits verification, do not send from the unverified number. Instead, we recommend getting your account ready so that you can hit the ground running: 

Note that none of these should go live until your number is verified. 

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