Fix Twilio Rejection: Trust Hub

Understanding Twilio Trust Hub Rejections

Twilio Trust Hub serves as pre-TCR verification layer requiring complete business profile submission before campaign registration. Trust Hub rejections indicate incomplete brand documentation, trust score deficiencies below automated approval thresholds, or consent workflow gaps preventing carrier compliance verification.

Primary Rejection Causes

Twilio's Trust Hub verification evaluates brand legitimacy through business documentation, online presence validation, and trust scoring algorithms. Brands failing automated verification thresholds enter manual review queues extending approval timelines from hours to days.

How to Fix Twilio Trust Hub Rejection

Remediation requires completing Trust Hub business profile, optimizing trust score factors, and addressing consent documentation requirements. Twilio processes complete submissions through automated verification in 24-48 hours or manual review in 3-5 business days.

1. 1

   Complete Trust Hub Business Profile

   Navigate to Twilio Console → Trust Hub → Business Profiles and submit complete business information. Required fields include legal business name (matching EIN records exactly), 9-digit EIN, business street address (no P.O. boxes), business phone number, business email, website URL, and business description. Verify website ownership through DNS TXT record or meta tag verification.

   Critical Requirements: Business name must match IRS records and domain registration exactly. Website must display business name, contact information, and privacy policy. Phone number must be operational business line, not personal mobile. Email must use business domain, not Gmail/Yahoo.
2. 2

   Optimize Brand Trust Score

   Trust scores aggregate domain age (6+ months preferred), online business presence (Google Business Profile, Yelp, BBB), DUNS number registration, positive review ratings (4+ stars across platforms), and social media verification. Brands scoring 50+ receive automated approval within 24-48 hours. Scores below 50 enter manual review requiring additional documentation.

   Trust Score Factors: Domain age +10 points (6+ months), DUNS number +15 points, 4+ star reviews +10 points, verified business listings +5 points, SSL certificate +5 points, business social media +5 points. Maximum achievable score: 100.
3. 3

   Fix Consent Documentation Requirements

   Add privacy policy URL to Trust Hub profile linking to page containing SMS-specific consent section. Privacy policy must disclose message frequency, carrier fees, opt-out instructions (STOP keyword), and affiliate sharing practices. Opt-in mechanism description should detail where/how subscribers consent (website form, SMS keyword, point-of-sale, IVR). Include timestamp tracking confirmation and TCPA disclosure language verification.

   Required Privacy Policy Elements: Business name and contact information, SMS program description, message frequency disclosure, standard rate disclaimer, STOP/HELP keyword instructions, affiliate data sharing disclosure, data retention policy, consent withdrawal process.
4. 4

   Submit Campaign with Aligned Use Case

   After Trust Hub approval, register TCR campaigns through Messaging Services ensuring campaign description aligns with brand vertical and use case category. Misalignment between Trust Hub business description and campaign messaging triggers additional verification. Sample messages must match declared use case and avoid prohibited content (SHAFT violations). Twilio validates campaign consistency against Trust Hub profile during TCR submission.

   Alignment Verification: Campaign use case must match Trust Hub business category. Marketing campaigns require explicit opt-in confirmation. Mixed campaigns containing both marketing and transactional content default to marketing classification requiring higher consent standards.

Trust Score Optimization Strategies

Twilio Trust Hub employs proprietary trust scoring algorithm evaluating business legitimacy indicators. Brands achieving scores 50+ qualify for automated 24-48 hour approval. Scores below 50 require manual verification extending timelines to 3-5 business days with additional documentation requests.

Domain Age and Verification

Business domain age represents primary trust indicator. Domains registered 6+ months demonstrate operational history supporting legitimacy claims. New domains trigger enhanced scrutiny requiring supplemental documentation. Organizations launching new brands should consider registering domains months before Trust Hub submission or using established parent company domains.

DUNS Number Registration

Dun & Bradstreet DUNS number registration provides +15 trust score points representing single highest-impact optimization action. DUNS numbers cost $0 for most businesses through D&B self-service portal with 30-day processing timeline. Organizations should initiate DUNS registration before Trust Hub submission when possible.

Online Review Presence

Verified business listings with positive reviews (4+ stars) on Google Business Profile, Yelp, Better Business Bureau, or Trustpilot contribute +10 trust score points. Review authenticity verification prevents score manipulation through purchased reviews. Organizations should cultivate organic review presence months before Trust Hub submission.

Twilio Trust Hub Best Practices

Organizations maintaining Trust Hub compliance implement proactive verification strategies minimizing rejection risk and accelerating approval timelines.

Frequently Asked Questions

Twilio Compliance Resources