Analytics & Leads > Leads
Lead Verification
Layer regex and third-party APIs on top of SuperFunnel's built-in field validation to validate data.
Overview
Every quiz or form built with sf-fields (SuperFunnel's default fields) ships with some validation out of the box: Phone Number fields require digits, Email fields require an @ sign and valid format, and location fields (Address, Region, City) check against Google's location data to confirm the entry matches a real place.
If you want to rinse your data further before counting a submission as a lead, SuperFunnel supports three additional layers:
- Custom regex for pattern-based rules. For example, disqualify numbers that don't match a US format.
- Third-party verification APIs can be added to a quiz or form with a one-line prompt.
Start with reCAPTCHA
Before reaching for a paid verification API, connect reCAPTCHA, which is free, to filter out bot and spam submissions. It solves a large share of the "bad lead" problem on its own.
Custom Regex
Default SF fields already carry hidden regex for the checks above. You can layer additional regex on top of any field, SF or custom, to enforce rules specific to your business.
For example, if you only serve customers in the US, you could disqualify phone numbers with too many or too few digits, which often indicates a foreign number or a fake entry.
| Goal | Example regex |
|---|---|
| 10 Digit Phone Number | ^\d{10}$ |
| Business email only (block common free providers) | ^(?!.*@(gmail|yahoo|hotmail)\.com).+$ |
| 5-digit US ZIP code | ^\d{5}$ |
Describe the rule to the SuperAgent in plain language, for example "add validation to the phone field so it only accepts 10-digit US numbers," and it will generate and apply the regex for you.
Third-Party Verification APIs
For deeper checks, such as confirming a phone number belongs to a real mobile line or that an email address isn't disposable, connect a third-party verification API. You'll need your own account with the provider, but adding the integration to a quiz or form is usually a single prompt to the SuperAgent describing the API and what you want validated.
Free tiers exist in every category below, so start there before committing to a paid plan.
Ask the Agent
If you want to add a verification API to a quiz or form, describe the API, provide the API key and endpoint, and what you want validated in plain language. For example, "Add this email verification API that checks addresses are in our region. The details are..." The SuperAgent will generate the code and apply it to the page.
Email Verification
| Tool | What it checks | Cost |
|---|---|---|
| ZeroBounce | Syntax, MX record, disposable and catch-all detection | Free: 100 credits/month. Paid: from $39 for 2,000 credits, or $99/month for 25,000 |
| Kickbox | Deliverability, disposable and role-based address detection | Free: 100 credits (one-time). Paid: pay-as-you-go from $0.01/verification |
| NeverBounce | Deliverability scoring | Free: 10 credits (one-time). Paid: from $8 per 1,000 credits |
Phone Verification
| Tool | What it checks | Cost |
|---|---|---|
| Twilio Lookup | Line type (mobile, landline, VoIP), carrier, formatting | Basic formatting and validation is free. Add-on data (line type, carrier) from $0.005-$0.008/lookup |
| Numverify | Carrier, line type, country, validity | Free: 100 requests/month. Paid: from $14.99/month |
| Abstract API (Phone Validation) | Carrier, line type, validity across 190+ countries | No free tier. Paid: from $19/month for 1,000 requests |
Address Verification
| Tool | What it checks | Cost |
|---|---|---|
| USPS Address API | Standardizes and confirms deliverability against the official US postal database | Free with a registered USPS Web Tools account (rate-limited, roughly 60 requests/hour) |
| Google Address Validation API | Standardizes and confirms an address resolves to a real location. This is the same engine behind SuperFunnel's default location fields | $200/month in free credit (roughly 12,000 requests), then about $17 per 1,000 requests |
| Smarty (formerly SmartyStreets) | US and international address correction and validation | Free: 42-day trial, 1,000 lookups. Paid: from $54/month |
| Melissa | Address, name, and identity verification with compliance reporting (CCPA, GDPR, HIPAA) | Free: 1,000 credits/month. Paid: credit packs from $30 for 10,000 credits |
Fraud & IP Checks
| Tool | What it checks | Cost |
|---|---|---|
| Ipify | Returns a visitor's public IP address | Free, no key or rate limit for the basic IP lookup. Geolocation add-on free tier: 1,000 lookups/month |
| IPQualityScore (IPQS) | Proxy/VPN detection, bot detection, fraud scoring | Free: 1,000 credits/month. Paid plans scale up from there |
Keep credentials off the client
Any API key placed directly in a quiz or form page can be read by anyone who inspects it. Route verification calls through a server-side function (a Vercel Edge Function, AWS Lambda, or similar) that holds the key, and have your page call that endpoint instead. See Lead Capture & The Value Exchange for a fuller walkthrough of this pattern.
Third-party support
SuperFunnel doesn't control these third parties' systems. We can help configure the integration, and if something breaks we can open a ticket or consult, but resolving an issue on the provider's end usually requires access to their admin portal. If you need deeper integration support, reach out to SuperFunnel.
Summary
In most cases, don't over-filter. Additional regex and verification APIs can just as easily remove a lead you actually wanted as one you didn't. A visitor who trusts your brand may happily give a real phone number but hesitate at a real address, and a "bad" answer isn't always a fake one.
Reach for these tools when the trade-off works in your favor: you have more leads than you can act on, or you're running a high-value offer where only the most qualified leads are worth pursuing. In either case, SuperFunnel gives you the tools to rinse your data before it's counted as a lead, and before it's sent onward through an API or webhook.