Do I always need 10DLC with Twilio?

No. For agencies using EMR in the US and Canada, the recommended path is toll-free, not 10DLC. Carrier compliance still matters, but EMR is built to make the toll-free route the easier and more practical setup path.

What is the recommended Twilio setup for the US and Canada?

Use one toll-free number and follow the dedicated EMR toll-free guide. That is the setup path we recommend because EMR handles most of the compliance heavy lifting and makes approval much easier.

Does Twilio support MMS in the platform?

Yes. Twilio is one of the providers that supports MMS, mainly for the US and Canada.

Are Twilio sends using my customer plan SMS credits?

Yes, in normal agency-managed sending they still use the customer plan SMS credits based on segment cost. The main exception is customer-owned SMS provider sending.

Can one Twilio provider support multiple businesses?

Yes. The platform sender logic can still use different organization-level identities while keeping one agency-level default provider in place.

Setting Up Twilio | EmbedMyReviews Documentation

Twilio is the most widely used SMS provider in the world and the safest default recommendation for most agencies, especially in the United States, Canada, or mixed international environments.

For US and Canada, the recommended setup is now toll-free, not 10DLC. EMR is designed to make that path as easy as possible by handling most of the compliance heavy lifting for you.

Recommended path for the US and Canada

If you are setting up Twilio for US or Canada review invites, start with the toll-free path. That is the route EMR is optimized around because it is the easiest, cleanest, and lowest-stress way for most agencies to get approved.

Instead of asking agencies to manually piece together compliance, EMR guides the toll-free setup flow, helps generate the right public pages and examples, checks for common mistakes, and makes the submission much easier to complete correctly.

Open: How to Set Up a Twilio Toll-Free Number for US & Canada in EMR

Worth knowing

For US and Canada, treat the toll-free guide as the main setup path. This guide stays useful as the broader Twilio overview.

Why Twilio is usually the default

Twilio is a practical default because it combines wide country coverage, strong deliverability, good documentation, and a strong fit for the toll-free compliance path EMR now helps agencies complete.

Local and toll-free numbers
Toll-free support for the US and Canada
MMS support in supported markets
Alphanumeric sender IDs outside the US and Canada
Coverage across a very large number of countries

What you need before starting

A Twilio account
A Twilio phone number or sender setup
The Account SID and Auth Token from Twilio
A toll-free number if you are sending review invites in the US or Canada

For the US and Canada, focus on toll-free compliance

If you are sending to US or Canada mobile numbers, compliance is still not optional, but the recommended route in EMR is toll-free. That is the path we focus on because it is the easiest way to get agencies live without making them fight through unnecessary complexity.

EMR now handles most of the heavy lifting for the toll-free flow, including the structured setup, compliance pages, opt-in flow, message examples, screenshot proof, verification checks, and final submission format.

Use toll-free as the default recommendation for US and Canada review invites
Use real and consistent business details across Twilio, your website, and EMR
Let EMR guide the compliance flow instead of trying to improvise it manually
Outside the US and Canada, alphanumeric sender IDs are often the better fit where supported

Worth knowing

10DLC is not the recommended path in EMR for US and Canada agencies getting started. Use the dedicated toll-free guide instead.

Set up Twilio in the platform

Go to `Campaigns -> SMS Providers`, click `Add SMS Provider`, name the provider, choose `Twilio`, and continue through the setup flow.

If the account is for US or Canada review invites, use the toll-free setup path and then complete the guided verification flow in EMR after connecting the provider.

Field	What to enter
Phone Number	The Twilio number including country code
Account SID	The SID from the Twilio Console
Auth Token	The Auth Token from the Twilio Console
Sender Name	Optional and mainly relevant outside the US and Canada

Test the connection and save

Use the provider test step to verify that Twilio credentials and the account state are valid before saving. If verification passes, save the provider and let it become the default or assign it where needed.

A valid connection confirms the credentials are correct
The provider can then be used as the agency default or assigned to organizations

Twilio and MMS

Twilio is one of the providers that supports MMS inside the platform. That matters when agencies want image-based review requests or more visual follow-up flows.

MMS support is relevant mainly in the US and Canada
An MMS send costs 1 extra credit on top of the text segment cost
The phone number itself needs to support MMS

Cost expectations

Twilio charges directly for each SMS or MMS send, with rates varying by country and message type. The platform does not add markup to Twilio pricing itself.

For agencies, the real operational cost picture also includes any Twilio-side compliance or account costs and the customer plan credit model inside the platform.

How Twilio interacts with custom-plan credits

Twilio changes the delivery provider, not the campaign credit model. In normal agency-managed sending, SMS review request messages still consume the customer plan SMS credits according to message segment cost.

The key exception is customer-owned SMS provider usage. If a customer is sending through their own SMS provider connection on their side, those sends do not consume the agency-side SMS credits.