Facing the Qibla during the Adhan and Iqamah is a Sunnah, and there is a consensus among the Ummah on this. If one neglects to face the Qibla, it is still valid as the purpose, which is to inform, is achieved. However, it is disliked to neglect it as a form of detachment from the established Sunnah. It was narrated from Mu'adh ibn Jabal, may Allah be pleased with him, that Abdullah ibn Zayd, a man from the Ansar, came to him and said: 'Face the Qibla and say: Allahu Akbar, Allahu Akbar, I bear witness that there is no deity but Allah, I bear witness that Muhammad is the Messenger of Allah, come to prayer twice, come to success twice, Allahu Akbar, Allahu Akbar, there is no deity but Allah.' Then he paused for a moment, and then he stood and said something similar, except that after saying 'come to success,' he added 'the prayer has been established, the prayer has been established...'. This is found in Sunan Abu Dawood 1: 140, and it was not disputed. See: رد المحتار 1: 260.