Business texting works only when customers trust it. A few clear rules keep you on the right side of the law and keep your messages landing in inboxes instead of spam filters. This is the plain-language version.
Rule 1: Get consent before you text
Only text people who have agreed to receive texts from you. Good ways to collect that agreement include:
- A checkbox on a web form or at checkout (not pre-checked).
- A customer texting a keyword to you, such as texting JOIN to your number.
- A signed paper or digital form.
- Clear, documented verbal consent.
Your opt-in should tell people who you are, roughly how often you will text, that message and data rates may apply, and how to stop. Link to your privacy policy where you can.
Rule 2: Always allow STOP
Every recipient can end texts by replying STOP (and words like UNSUBSCRIBE, CANCEL, END, or QUIT). This is handled for you: when someone replies STOP, they are added to your opt-out list automatically and future bulk campaigns will skip them.
Send a brief confirmation such as: "You are unsubscribed and will not receive more messages. Reply START to rejoin."
Rule 3: Honor opt-outs right away
Once someone opts out, stop texting them, except for a single confirmation that they opted out. Your account keeps an Opt-Out Registry so opted-out numbers are automatically kept out of campaigns. Never remove someone from that list just to keep messaging them; only do so if they genuinely opt back in, and record why.
Rule 4: Identify yourself and stay relevant
- Put your business name in your messages, especially the first one to a new contact.
- Send what people signed up for. If they opted in for appointment reminders, do not send promotions.
Transactional vs marketing
It helps to know which kind of message you are sending:
- Transactional messages are ones the customer expects: appointment reminders, order and shipping updates, account alerts, and verification codes. These generally do not require a marketing opt-out line.
- Marketing messages promote something: sales, offers, newsletters. These require clear opt-in and an easy opt-out, and should only go to people who agreed to marketing.
What not to send
Carriers block certain content outright. Avoid anything involving illegal activity, and be aware that regulated topics (often summarized as sex, hate, alcohol, firearms, and tobacco) face heavy restrictions or outright blocking. Never send deceptive or misleading texts.
Keep records
Keep proof of how and when each person opted in. If a message is ever questioned, your records are what protect you. Keeping them for several years is a sensible practice.
The payoff
Following these rules is not just about avoiding penalties. Clean consent and prompt opt-out handling give you a better sender reputation, which means your texts are more likely to be delivered and less likely to be filtered.
Read next
- Business Texting Registration (10DLC), Explained
- Bulk SMS Campaigns and the Opt-Out Registry