Canada (CA)

Prerequisites

1. Upgraded Twilio account: Free trial accounts must upgrade to a paid account.
2. Fallback SMS Sender: It is recommended to have a live SMS-capable sender, such as a Short Code, Toll-Free or 10DLC, to message devices that are not RCS-capable. Twilio offers built-in fallback.

Restrictions

As an RCS for Business provider, Twilio connects businesses with carriers and Google, which manages RCS connectivity. To ensure a trusted ecosystem with high quality interactions, Twilio enforces partner rules and upholds the highest compliance standards.

Content Restrictions: See the Forbidden Message Categories in Canada. The following are the major categories:

• High-risk financial services
• Third-party lead generation services and marketing
• Debt collection or forgiveness
• “Get rich quick” schemes
• Illegal substances/articles
• Prescription drugs
• Gambling
• "S.H.A.F.T." use cases and electronic smoking devices

In addition, Any use cases that violate Twilio's Acceptable Use Policy, Messaging Policy or Google’s Acceptable Use Policy are prohibited on Twilio's platform, regardless of sender type or destination.

Note there are currently certain categories that Google does not allow, even though these categories have historically been supported by Canada carriers. The following use cases fall into this category:

• Political content
• Tobacco
• Alcohol
• Gambling and games
• Healthcare related products and services

Requirements

1. RCS Sender: Create an RCS sender in the Twilio Console by following the steps here. Carriers verify the sender’s public details, such as display name and logo, to ensure authenticity.

2. Brand Verification: Brand and asset vetting is performed by Twilio.  This vetting is done on the brand assets to ensure that the information is correct.  We collect all of this information during the onboarding process, and until this part is completed, we are unable to proceed with any carrier onboarding.

3. Carrier-specific requirements: After you submit the sender, we will collect additional information to onboard your RCS sender(s) with major Canada carriers.

The required information includes:

• Campaign Description
• RCS message types you plan to send
• Opt-In details
• Existing Short Code, Toll Free, or 10DLC Campaign
• Expected RCS traffic
• Sample messages for mandatory keywords
• Company legal information

4. Compliance: Carriers in Canada have indicated that they are seeking A2P-level standards for onboarding, even though they have not yet established their own onboarding standards for RCS. In the meantime, following the Best Practices for Canadian Application-to-Person Messaging Programs, remains the best available industry documentation for Compliance.

Opt-in / Messaging Flow / Call to Action

When sharing the consent flows for RCS, we expect a detailed explanation of how consent is being collected, including any links or screenshots of the opt-in flow that show the exact steps the consumer is taking.

• For example, if we receive an explanation that consent is being gathered via a paper form but the form itself is not uploaded, we are unable to validate that the form is compliant with carrier standards. In such cases, we would need a hosted image of the documentation.

When reviewing opt-in flows, we will check the following three categories:

• Consent Level
• Proper Disclosures
• Link to Terms & Conditions and Privacy Policy

The Canadian Telecommunications Association (CTA) and the carriers are aligned on the consent requirements applicable to each type of messaging being sent. Twilio will work with you directly to ensure that you are gathering the proper level of consent and will guide you through the specific requirements and process.

Timeframe

The RCS onboarding process has two main steps, each with its own timeline.

Step 1: Twilio Internal Review

After you submit a sender in the Twilio Console, a Twilio RCS onboarding specialist will begin the review process. 

This initial step is designed to confirm that your submission aligns with all carrier and messaging compliance requirements. The specialist will reach out to you with their findings, highlighting any corrections needed and providing guidance on how to fix them. 

The overall timeline for this process is variable and depends entirely on the compliance of your initial submission and your responsiveness to any requested changes. We can only move to the next stage once the submission is fully compliant.

Step 2: Brand Vetting and Carrier Review

Once your sender application passes Twilio's review, we submit it to Google, the Canadian Telecommunications Association (CTA) and the carriers.

The final launch timeline can vary and may take longer depending on the use case and specific requirements.

The best way to ensure a faster approval is to submit a fully CTA compliant application, as the process can be delayed if carriers require additional information or clarification.

Important Note: Please be aware that application timelines may be impacted by carrier network freezes or delays around major holidays.

Regulatory Bodies

Compliance is a critical aspect of business messaging in Canada. Several regulatory and industry bodies oversee messaging, and Twilio helps you adhere to their guidelines.

Multiple entities determine what is or is not permitted on a given RCS sender.

• Twilio will not approve RCS applications that violate Twilio’s AUP.
• The Canadian Telecommunications Association is the primary trade association representing Canada’s wireless and wireline service providers.
• Canada's anti-spam legislation (CASL) protects consumers and businesses from the misuse of digital technology, including spam and other electronic threats. 

Each carrier may approve or reject any use case on their network, even if all requirements are met.

Pricing

Click to see pricing, including for RCS.

Other Options

10DLCs (10-digit long codes), Toll-Free numbers and Short Codes are the best alternatives for messaging in Canada.

Next Steps

Once your RCS sender is live. Add it to your Messaging Service and begin sending messages