made updates based on feedback

Author: Prakulka

articles/communication-services/concepts/sms/sms-faq.md

@@ -55,7 +55,7 @@ Below is a list with examples of common URL shorteners you should avoid to maxim
 Opt-outs for US toll-free numbers are mandated and enforced by US carriers and cannot be overridden. 
 - **STOP** - If a text message recipient wishes to opt out, they can send ‘STOP’ to the toll-free number. The carrier sends the following default response for STOP: *"NETWORK MSG: You replied with the word "stop", which blocks all texts sent from this number. Text back "unstop" to receive messages again."*
 - **START/UNSTOP** - If the recipient wishes to resubscribe to text messages from a toll-free number, they can send ‘START’ or ‘UNSTOP’ to the toll-free number. The carrier sends the following default response for START/UNSTOP: *“NETWORK MSG: You have replied “unstop” and will begin receiving messages again from this number.”*
-- Azure Communication Services detects STOP messages and block all further messages to the recipient. The delivery report will indicate a failed delivery with status message as “Sender blocked for given recipient.”
+- Azure Communication Services detects STOP messages and blocks all further messages to the recipient. The delivery report will indicate a failed delivery with status message as “Sender blocked for given recipient.”
 - The STOP, UNSTOP and START messages will be relayed back to you. Azure Communication Services encourages you to monitor and implement these opt-outs to ensure that no further message send attempts are made to recipients who have opted out of your communications.
 
 ### How does Azure Communication Services handle opt-outs for short codes?
@@ -66,7 +66,7 @@ Azure communication service offers an opt-out management service for short codes
 - **START** - If the recipient wishes to resubscribe to text messages from a short code, they can send ‘START’ to the short code. Azure Communication Service sends your configured response for START: *“Contoso Promo Alerts: 3 msgs/week. Msg&Data Rates May Apply. Reply HELP for help. Reply STOP to opt-out.”*
 - **HELP** - If the recipient wishes to get help with your service, they can send 'HELP' to the short code. Azure Communication Service sends the response you configured in the program brief for HELP: *"Thanks for texting Contoso! Call 1-800-800-8000 for support."*
 
-Azure Communication Services detects STOP messages and block all further messages to the recipient. The delivery report indicates a failed delivery with status message as “Sender blocked for given recipient.” The STOP, UNSTOP and START messages are relayed back to you. Azure Communication Services encourages you to monitor and implement these opt-outs to ensure that no further message send attempts are made to recipients who have opted out of your communications.
+Azure Communication Services detects STOP messages and blocks all further messages to the recipient. The delivery report indicates a failed delivery with status message as “Sender blocked for given recipient.” The STOP, UNSTOP and START messages are relayed back to you. Azure Communication Services encourages you to monitor and implement these opt-outs to ensure that no further message send attempts are made to recipients who have opted out of your communications.
 
 ## Short codes
 ### What is the eligibility to apply for a short code?
@@ -128,7 +128,9 @@ Effective **October 1, 2022**, unverified toll-free numbers sending messages to
 - **Unverified:** Unverified numbers have either 1) not submitted a verification application or 2) have had their application denied. These numbers are subject to the highest amount of filtering, and numbers in this state automatically get shut off if any spam or unwanted traffic is detected.
 
 ### What happens after I submit the toll-free verification form?
-:::image type="content" source="./media/tf-status-blue.png" alt-text="A picture of the toll-free application timeline and the different application statuses.":::
+:::image type="content" source="./media/tf-status-blue.png" alt-text="A picture of the toll-free application timeline and the different application statuses." lightbox="./media/tf-status-blue.png":::
+
+
 
 After submission of the form, we will coordinate with our downstream peer to get the application verified by the toll-free messaging aggregator. While we are reviewing your application, we may reach out to you for more information.
 - From Application Submitted to Pending = **1-5 business days** 

articles/communication-services/concepts/sms/toll-free-verification-guidelines.md

@@ -1,5 +1,5 @@
 ---
-title: Toll-Free Verification Guidelines
+title: Toll-free verification guidelines
 titleSuffix: An Azure Communication Services concept document
 description: Learn about how to fill the toll-free verification form
 author: prakulka
@@ -11,57 +11,57 @@ ms.date: 03/15/2023
 ms.topic: conceptual
 ms.service: azure-communication-services
 ms.subservice: sms
+ms.custom: references_regions
 ---
+# Toll-free verification guidelines
 
-# Toll-Free Verification Guidelines
-
-In this document, we review the guidelines on filling out an application to verify your toll-free number. For detailed process and timelines toll-free verification process, check the [toll-free verification FAQ](./sms-faq.md#toll-free-verification). The toll-free verification application consists of 5 sections:  
+In this document, we review the guidelines on filling out an application to verify your toll-free number. For detailed process and timelines toll-free verification process, check the [toll-free verification FAQ](./sms-faq.md#toll-free-verification). The toll-free verification application consists of five sections:  
 
 - Application Type  
 - Company Details  
 - Program Details  
 - Volume  
 - Templates  
 
-## Application Type  
-### Country or Region  
-This is the location your toll-free number is acquired for. Currently, toll-free numbers are available in the US, PR and CA. Toll-free numbers are domestic within North America region. Your newly acquired toll-free number can only send messages to US, PR, and CA (regardless of where it is acquired for).
+## Application type  
+### Country or region  
+ Primary location your toll-free number is used to send messages to. Toll-free numbers are domestic within North America region. Your newly acquired toll-free number can only send messages to US, PR, and CA (regardless of where it's acquired for).
 
 ### Associated phone number(s)  
 
-This drop down displays all the toll-free numbers you have in the Azure Communication Services resource. You're required to select the toll-free numbers that you would like to get verified. If you don't have a toll-free number, please navigate to the phone numbers blade to acquire a toll-free number first.  
+This drop down displays all the toll-free numbers you have in the Azure Communication Services resource. You're required to select the toll-free numbers that you would like to get verified. If you don't have a toll-free number, navigate to the phone numbers blade to acquire a toll-free number first.  
 
 ### Are you using more than one sending phone number? 
 
-If you're using multiple sending numbers for the same use case, justify how you're using the multiple numbers. If you need multiple numbers for multiple environments (development, QA, production), state that here. Carriers require the justification because they're sensitive to the prohibited practice of snowshoeing or spreading the same or similar traffic over multiple sending toll-free numbers, as the primary purpose for snowshoeing is generally an attempt to evade carrier spam filters. 
+If you're using multiple sending numbers for the same use case, justify how you're using the multiple numbers. If you need multiple numbers for multiple environments (development, QA, production), state that here.
 
-## Company Details  
+## Company details  
 You need to provide information about your company and point of contact. Status updates for your short code application are sent to the point of contact email address.
 
-## Program Content
+## Program content
 Message Senders are required to provide detailed information on the content of their SMS campaign and to ensure that the customer consents to receive text messages, and understands the nature of the program.
 
-### Program Description
+### Program description
 You need to describe the program for which the toll-free number is used to send SMS. Include who will be receiving the messages and frequency of the messages.
 
 ### Opt-in 
 
-The general rule of thumb for opt in are:  
-- Making sure the opt in flow is thoroughly detailed.  
-- Consumer consent should be collected by the direct (first) party sending the messages. If you're a 3rd party helping the direct party sending messages  
-- Ensure there is explicitly stated consent disclaimer language at the time of collection. (that is, when the phone number is collected there should be a disclosure about opting-in to messaging). 
-- If your message has Marketing/Promotional content, then it must be optional for customers to opt in  
+The general rule of thumb for opt-in are:  
+- Making sure the opt-in flow is thoroughly detailed.  
+- Consumer consent must be collected by the direct (first) party sending the messages. If you're a third party helping the direct party sending messages  
+- Ensure there's explicitly stated consent disclaimer language at the time of collection. (that is, when the phone number is collected there must be a disclosure about opting-in to messaging). 
+- If your message has Marketing/Promotional content, then it must be optional for customers to opt-in  
 
- Here are some tips on how to show the proof of your opt in workflow:
+ Here are some tips on how to show the proof of your opt-in workflow:
 
 ### Opt-in URL
 
-|Type of Opt In| Tips|
+|Type of Opt-In| Tips|
 |--------------|-----|
-|Website       | Screenshots of the web form where the end customer adds a phone number and agrees to receive SMS messages. This screenshot should explicitly state the consent disclaimer language at the time of collection|
-|Keyword or QR Code Opt in| Image or screenshot of where the customer discovers the keyword/ QR Code in order to opt in to these messages|
-|Verbal/IVR opt in|Provide a screenshot record of opt in via verbal in the your database/ CRM to show how the opt in data is stored. (that is, a check box on their CRM saying that the customer opted in and the date) OR an audio recording of the IVR flow.|
-|Point of Sale | Most POS opt ins are done on a screen/tablet. You could provide screenshots for those. If they're verbal POS opt ins, you cannot send promotional messaging as promotional messaging requires express written consent. For verbal POS opt ins of informational traffic, a CRM screenshot would be fine.|
+|Website       | Screenshots of the web form where the end customer adds a phone number and agrees to receive SMS messages. This screenshot must explicitly state the consent disclaimer language at the time of collection|
+|Keyword or QR Code Opt-in| Image or screenshot of where the customer discovers the keyword/ QR Code in order to opt-in to these messages|
+|Verbal/IVR opt-in|Provide a screenshot record of opt-in via verbal in your database/ CRM to show how the opt-in data is stored. (that is, a check box on their CRM saying that the customer opted in and the date) OR an audio recording of the IVR flow.|
+|Point of Sale | For POS opt-ins on a screen/tablet, provide screenshot of the form. For verbal POS opt-ins of informational traffic, provide a screenshot of the database or a record of the entry. |
 |2FA/OTP| Provide a screenshot of the process to receive the initial text.|
 |Paper form | Upload the form and make sure it includes XXXX. |
 

articles/communication-services/quickstarts/sms/apply-for-toll-free-verification.md

@@ -13,7 +13,7 @@ ms.service: azure-communication-services
 ms.subservice: sms
 ms.custom: mode-other
 ---
-# Quickstart: Apply for Toll-Free Verification
+# Quickstart: Apply for toll-free verification
 Get started with reliable SMS service using toll-free numbers by submitting a toll-free verification. Toll-free verification maximizes deliverability of messages with low to no traffic filtering.
 
 ## Prerequisites
@@ -33,38 +33,38 @@ To begin toll-free verification, go to your Communication Services resource on t
 ## Apply for a toll-free verification
 Navigate to the Regulatory Documents blade in the resource menu and click on "Add" button to launch the toll-free verification application wizard. For detailed guidance on how to fill out the program brief application check the [toll-free verification filling guidelines](../../concepts/sms/toll-free-verification-guidelines.md). 
 
-:::image type="content" source="./media/toll-free-verification/Regulatory-screen1.png" alt-text="Screenshot showing Regulatory Documents Blade.":::
+:::image type="content" source="./media/apply-for-toll-free-verification/regulatory-screen-1.png" alt-text="Screenshot showing Regulatory Documents Blade.":::
 
 A toll-free verification application consists of the following five sections:
-### Application Type
+### Application type
 You first need to choose country/region and toll-free numbers you would like to get verified. If you have not acquired a toll-free number, then you need to first acquire the number and then come back to this application. If you have selected more than one toll-free number to verify, you need to provide justification on how the multiple numbers are used for the campaign. 
 
-:::image type="content" source="./media/toll-free-verification/Regulatory-screen2.png" alt-text="Screenshot showing Application type section.":::
+:::image type="content" source="./media/apply-for-toll-free-verification/regulatory-screen-2.png" alt-text="Screenshot showing Application type section." lightbox="./media/apply-for-toll-free-verification/regulatory-screen-2.png":::
 
-### Contact Details
+### Contact details
 This section requires you to provide information about your company and point of contact in the case we need additional information for this application.
 
-:::image type="content" source="./media/toll-free-verification/Regulatory-screen3.png" alt-text="Screenshot showing contact details section.":::
+:::image type="content" source="./media/apply-for-toll-free-verification/regulatory-screen-3.png" alt-text="Screenshot showing contact details section." lightbox="./media/apply-for-toll-free-verification/regulatory-screen-3.png":::
 
-### Program Content
+### Program content
 This section requires you to provide description of the SMS campaign, opt-in method (how you plan to get consent from the customer to receive SMS), and screenshots of the selected opt-in method.  
 
-:::image type="content" source="./media/toll-free-verification/Regulatory-screen4.png" alt-text="Screenshot showing Program content section.":::
+:::image type="content" source="./media/apply-for-toll-free-verification/regulatory-screen-4.png" alt-text="Screenshot showing Program content section." lightbox="./media/apply-for-toll-free-verification/regulatory-screen-4.png":::
 
-### Volume Details
+### Volume details
 This section requires you to provide an estimate of the number of messages you plan on sending per month.
 
-:::image type="content" source="./media/toll-free-verification/Regulatory-screen5.png" alt-text="Screenshot showing Volume details section.":::
+:::image type="content" source="./media/apply-for-toll-free-verification/regulatory-screen-5.png" alt-text="Screenshot showing Volume details section." lightbox="./media/apply-for-toll-free-verification/regulatory-screen-5.png":::
 
-### Template Information
+### Template information
 This section captures sample messages related to your campaign. Provide samples of each type of message you are sending out to recipients.
 
-:::image type="content" source="./media/toll-free-verification/Regulatory-screen6.png" alt-text="Screenshot showing Template details section.":::
+:::image type="content" source="./media/apply-for-toll-free-verification/regulatory-screen-6.png" alt-text="Screenshot showing Template details section." lightbox="./media/apply-for-toll-free-verification/regulatory-screen-6.png":::
 
 ### Review 
-Once completed, review the toll-free verification details and submit the completed application through the Azure Portal. 
+Once completed, review the toll-free verification details and submit the completed application through the Azure portal. 
 
-:::image type="content" source="./media/toll-free-verification/Regulatory-screen7.png" alt-text="Screenshot showing review section.":::
+:::image type="content" source="./media/apply-for-toll-free-verification/regulatory-screen-7.png" alt-text="Screenshot showing review section." lightbox="./media/apply-for-toll-free-verification/regulatory-screen-7.png":::
 
 This program brief is automatically sent to the toll-free messaging aggregator for review. The toll-free aggregator then reviews the details of the toll-free verification application, a process that can typically take between 5-6 weeks. Once they approve the application, you are notified via application status change in the Azure portal. You can now start sending and receiving messages with low filtering on this toll-free number for your messaging programs.