Master SMS Opt-In & SMS Opt-Out + How to Get Consent to Receive Text Messages
Getting consent from contacts to receive texts isn’t just a formality. It’s a powerful first step that unlocks higher engagement rates, secures legal compliance, and builds trust.
But without proper opt-in processes, you risk legal issues, lost customer trust, and decreased message deliverability.
So, in this article, I guide you through:
- What is SMS opt-in? What does opt mean in texting?
- Opt-in vs. opt-out + help (with examples)
- Why opt-in, opt-out, and consent matter
- 5 types of SMS opt-ins (with examples)
- 4 steps to get and maintain compliance with SMS opt-ins
- 33 SMS opt-in examples + consent to receive text messages template
- Answers to frequently asked SMS opt-in questions
By the end, you’ll have all the knowledge you need to master opt-in and keep complainant.
Read on for more.
What is SMS Opt-in? What Does Opt Mean in Texting?
SMS opt-in is a form of explicit consent that allows you to send text messages to an individual’s mobile phone. This consent-based communication method is a best practice and legal requirement for any organization that texts. Collecting and recording opt-ins means you’re protecting your contacts’ privacy. You’re also complying with regulations and maintaining SMS as a trusted communication channel.
Why opt-in, opt-out, help, and explicit consent matter
SMS text messages are incredibly effective at engaging people. You can send high volumes of personalized and immediate messages directly to a contact’s mobile device.
But with great power comes great responsibility. Without proper consent, text messages feel invasive or in some cases, abusive with phishing scams.
This is why carriers now heavily regulate consent through opt-in. They use opt-in requirements per the Telephone Consumer Protection Act (TCPA) and other industry standards to keep texting safe for everyone.
Opt-in vs. opt-out vs. help
Opting in gives contacts the choice to receive text messages. But opting out and “help” give them the option to stop receiving texts and get assistance at any time.
All mechanisms work together to give people control over their communication preferences.
Opt-In:
This is the initial agreement. Here, contacts explicitly give their consent to receive SMS text messages. Opt-in messages include clear language about seven key components:
- Business Identification
Ensure your audience knows who’s messaging them. You must include your business or organization name in the initial opt-in message. For example, “Welcome to [Your Business Name]! Thank you for subscribing.” - Types of Messages You Send
Opt-in clearly outlines what types of messages your subscribers can expect. This transparency builds trust, for promotions, reminders, updates, and alerts. - Message Frequency Disclosure
Specify the frequency of your messages. Example: “You’ll receive approximately 2 texts per week,” or use language like, “Message frequency may vary.” - Disclosure of Costs
Inform your recipients about potential costs, even if they’re unlikely to incur them. Use standard language like, “Message and data rates may apply.” - HELP Information
Provide your subscribers with a way to get assistance. A standard approach is, “Text HELP for help.” - STOP/Opt-Out Information
Make it easy for users to unsubscribe at any time. Include a simple opt-out instruction like, “Text STOP to opt-out.” - Privacy Policy and Terms & Conditions
Include links to your Privacy Policy and Terms & Conditions. This reassures recipients that their information is protected and explains how you use it.
SMS opt-in text message example:
SUBSCRIBE
Hi {{ FirstName }}, welcome to [Business Name]! You’ve subscribed to receive [type of messages] from us. Message frequency may vary (e.g., 2 texts/week). Message and data rates may apply. Text HELP for help or STOP to unsubscribe. [Link to Privacy Policy and Terms].
Opt-Out:
Opt-out keywords give your message recipients a way to stop receiving text messages. Your opt-out language must include at least one of the following words: END, STOP, UNSUBSCRIBE, CANCEL.
If you’re using an opt-out phrase, you must also separate it with spaces (i.e., STOP2END is not acceptable; it should be STOP 2 END).
Your opt-out message also must contain the following details:
- Your brand and/or organization name
- Confirmation that the recipient won’t receive any further text messages
SMS opt-out text message example:
STOP
You have successfully opted out of messages from [Company Name]. You will no longer receive text messages.
Help:
Texting HELP allows your contacts to get help and info about the opt-in mass texting services they’re subscribed to.
When a contact texts "HELP," they receive a text message about how to manage their subscription. This often includes links to customer support or further details on opting in or out.
Your help message must contain the following details:
- Your brand and/or organization name
- An email address, phone number, or website link the recipient can use for assistance
SMS help text message example:
HELP
Thank you for reaching out to [Company Name]. Please call us at [phone number] or email us at [email address] for support. Reply STOP to opt out.
5 Types of SMS Opt-ins
Choosing the right type of opt-in is crucial for getting and maintaining SMS carrier compliance.
But different types of opt-ins work best for different messaging purposes.
Here’s a breakdown of the five primary types of SMS opt-ins and when to use each with examples:
1. Single SMS opt-in (text-to-join)
A single SMS opt-in allows contacts to consent to receive text messages from your organization. In this case, they initiate the conversation themselves.
They do this by texting a specific keyword to join your list for updates.
How single SMS opt-in works:
Contacts opt-in by texting a keyword, such as "START" or "JOIN," to your business phone number (e.g., (111) 222-3333).
This opt-in process requires clear instructions on how your contact learns about your keyword.
For example:
- You may link contacts to a webpage that advertises your keyword and opt-in process.
- You might screenshot or display your keyword opt-in advertisement on a store sign, email, or social media post.
What single SMS opt-in is best for:
- Transactional texts
- Appointment reminders
- Simple notifications
- Non-promotional text messages
Single SMS opt-in message example:
Text START to (111) 222-3333 to receive updates on your upcoming appointments. Msg & data rates may apply. Reply STOP to unsubscribe. Visit [link to privacy policy] and [link to terms and conditions] for more info.
Important compliance notes:
Make sure your keyword opt-in advertisement is clear, easy to understand, and provides all necessary disclosures, including:
- The types of messages subscribers will receive.
- A statement about message frequency (e.g., "Message frequency may vary").
- Any associated costs ("Msg & data rates may apply").
- Instructions for opting out (e.g., "Reply STOP to unsubscribe").
- A link to your privacy policy and terms and conditions.
2. Website form SMS opt-in
Website form opt-ins are an effective and straightforward way to collect opt-ins. This works well for online retailers, service providers, and other organizations that need to collect consent for SMS communications.
This opt-in method integrates opt-in checkboxes on checkout pages, pop-up forms, or landing pages.
What website form SMS opt-in is best for:
- E-commerce
- Online scheduling
- Lead generation
How website form SMS opt-in works:
Contacts provide their phone number through a form and check a box to agree to receive text messages. The checkbox must not be pre-filled, and the form must disclose:
- The type of messages you send
- Message frequency details
- Opt-out instructions (e.g., "Reply STOP to unsubscribe")
- A link to your Privacy Policy and Terms & Conditions
Example website form SMS opt-in flow:
- Your customers visit www.examplewebsite.com and provide their phone number.
- They check a box confirming their consent to receive SMS communications from the example brand.
- A disclaimer appears stating:
"By checking this box, you agree to receive text updates from {{OrganizationName}}. Msg & data rates may apply. Reply STOP to unsubscribe. [Privacy Policy Link] and [Terms & Conditions Link]."
3. QR code or click-to-text-button SMS opt-in
QR codes and click-to-text buttons make opting in simple and seamless. These tech-friendly tools are perfect for gathering opt-ins on websites, at events, in stores, or via printed marketing materials.
When a contact scans the QR code or clicks the button, they get directed to an opt-in page or prompt to start a text conversation. This method captures real-time interest and eliminates the need for complex navigation through multiple steps.
To maximize transparency and compliance, always use double opt-in with QR codes or click-to-text buttons.
What this SMS opt-in is best for:
Events, in-store displays, restaurant menus, physical marketing materials, and mobile webpages.
How this SMS opt-in works:
- Contacts can scan a QR code or click a button to reach an opt-in form or trigger a text message conversation.
- Always include clear messaging and links to your Privacy Policy and Terms & Conditions to ensure compliance.
QR code/click-to-text SMS opt-in message example:
By starting a text conversation with [Company Name] by texting [phone number], you agree to receive conversational messages from [Company Name]. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). Reply HELP for help. Privacy Policy [link] & Terms [link].
4. Verbal SMS Opt-in
Verbal opt-ins offer another way to gather consent during in-person or over-the-phone interactions. Whether at a physical point of sale (POS), a service location, or via a call center conversation, verbal opt-ins can meet compliance requirements.
What verbal SMS opt-ins are best for:
- Service-based businesses with in-store interactions.
- Call-center environments where customers call in.
- Businesses that gather consent at the point of sale or other physical locations.
How verbal SMS opt-in works:
- Script Usage: Staff must use a pre-approved opt-in script to inform the customer of key terms, such as:some text
- "Message and data rates may apply."
- "Message frequency may vary."
- "Text HELP for support or more information and STOP to unsubscribe at any time."
- Assurance that their phone number won’t be shared with third parties for marketing purposes.
- Phone Number Collection: During registration, staff asks customers if they’d like to opt in to receive SMS notifications (e.g., billing updates or appointment reminders).
- Follow-Up Double Opt-In Confirmation: To ensure compliance, a confirmation text is sent to the customer after verbal consent is received.
- Privacy Policy and Terms & Conditions: Include links to your Privacy Policy and Terms & Conditions in the call-to-action (CTA) or message flow field during campaign registration.
Example verbal SMS opt-in process
- Staff asks, “Would you like to opt in to receive SMS-based notifications for billing updates or reminders?”
- Inform the customer verbally:some text
- “Message and data rates may apply.”
- “Message frequency may vary.”
- “You can text HELP for support or STOP to unsubscribe at any time.”
- “Your phone number will not be shared with third parties for marketing or promotional purposes.”
- Record the verbal consent in your system or via call recording for verification.
Example confirmation text message (sent after verbal consent):
Thank you for subscribing to {{ OrganizationName }} text updates! Msg & data rates may apply. Reply STOP to unsubscribe or HELP for support. [Privacy Policy link] [Terms & Conditions link]
5. Double SMS Opt-in
Double opt-in gives you an extra layer of confirmation. This makes it best for promotional text message advertising and text message marketing campaigns.
After a contact initially opts in, they get a second confirmation text. This text asks them to verify their interest by replying “YES” or clicking a link.
The additional confirmation helps ensure that contacts genuinely want to receive your messages. The added layer of protection can also lead to higher engagement rates.
What double SMS opt-in is best for:
Promotional campaigns, discounts, flash sales, and marketing messages that require explicit consent.
How double SMS opt-in works:
After the initial opt-in, a follow-up text message confirms interest. The contact must respond or take action to complete the double opt-in process.
Double SMS opt-in message example:
Thank you for subscribing to {{ OrganizationName }} alerts! Reply YES to confirm your subscription and receive exclusive offers. Msg & data rates may apply.
4 Steps to Get and Maintain Compliance with SMS Opt-ins
Achieving and maintaining compliance with SMS opt-ins is essential for any organization that texts.
Following legal and carrier-specific guidelines not only keeps you protected. It also fosters trust with your audience. Here’s how you can ensure your SMS opt-ins remain fully compliant.
1. Become a “Verified SMS Sender” with opt-in and A2P 10DLC registration
All telecom carriers in the U.S. now require businesses and organizations that text to complete A2P 10DLC carrier registration.
They do this for TCPA compliance and to prevent phishing scams and SPAM messaging from bad actors.
The good news is that opt-in mass texting services, like MessageDesk, come with all of the compliance features you need. They can help you manage opt-in, opt-out, compliance, and registration from one platform.
Every service has its way of managing opt-in and carrier registration. But at MessageDesk, we start the carrier registration process by validating the legitimacy of your organization.
We do this with a form that collects the following information:
- Business identification: You need to provide proof of your business's existence and legality. This includes your Employer Identification Number (EIN) or other tax identification numbers.
- Business address: The official address registered with your organization.
- Contact Information: A primary contact within the business, including name, phone number, email address, and website.
- Messaging purpose and examples: Explain why and how your business uses SMS messaging. This involves providing message examples.
- Opt-in and opt-out processes: Describe how your contacts opt-in and out of receiving messages. This includes how you collect consent and how you manage and honor opt-out requests.
- Message content and volume: Carriers need to know about the volume and content of the messages you’ll send. This helps them understand your messaging patterns. It also ensures that your messages align with TCPA regulations.
2. Follow legal requirements and SHAFT-C industry standards
Compliance requires understanding SMS marketing laws. This includes those covered in the Telephone Consumer Protection Act (TCPA) in the United States. Crucially, the TCPA requires that you obtain explicit consent before sending promotional texts.
Additionally, you must make the opt-in process transparent and straightforward. This means keeping a clear record of each customer’s consent.
There’s also an extra layer of compliance for organizations texting with 10DLC SMS phone numbers. 10DLC is the industry standard for business-to-consumer text messaging in the U.S. and Canada. Once approved, you get higher deliverability rates and reduced chances of getting flagged as spam.
Additionally, ensure that your campaign excludes SHAFT-C content (Sexual, Hate, Alcohol, Firearms, Tobacco, Cannabis). Even indirectly referencing such topics on your website or campaigns can lead to denials.
Example: If a chiropractor's office offers CBD oils on its website, carriers will block your text messages, even if they’re not directly related to CBD marketing.
3. Have a website and online presence
Having an online presence is essential when registering your business for 10DLC-compliant texting.
Telecom carriers use your website or online presence to verify your legitimacy as a sender, evaluate compliance with regulations, and approve your campaigns.
Without this, you can’t send text messages.
Even if you don’t provide a website during registration, carriers and aggregators will actively search for one.
If they find a website associated with your brand that contains prohibited content (e.g., SHAFT-C: Sex, Hate, Alcohol, Firearms, Tobacco, or Cannabis), your campaign will be denied—even if your messages are unrelated to the restricted content.
Additionally, carriers use your website to:
- Verify your business’s identity and legitimacy.
- Confirm compliance with TCPA regulations and carrier-specific standards.
- Ensure transparency by reviewing your Privacy Policy and Terms & Conditions.
What if you don’t have a website?
Having a dedicated website is ideal. However, you can still satisfy carrier requirements with other forms of online presence. These options include:
- Social media profiles (e.g., LinkedIn, Facebook, or Instagram business pages)
- Google Business profiles or other directory listings
- A link to hosted Privacy Policy and Terms & Conditions documents
4. Publish links to a carrier-compliant privacy policy and terms & conditions
To achieve compliance with 10DLC registration and TCPA regulations, your organization must publish a text message privacy policy and terms & conditions.
These documents must be easily accessible, typically on your website, and linked during the registration process. Without them, carriers won’t approve your organization for texting.
Why carriers require a Privacy Policy and Terms & Conditions
Carriers scrutinize your SMS privacy policies and terms & conditions during registration to ensure transparency and adherence to compliance standards.
These documents demonstrate your commitment to protecting consumer data, managing consent properly, and providing clear opt-out options.
A Privacy Policy describes how your organization collects, uses, and protects customer data.
Terms & Conditions outline the specifics of your messaging practices, including message frequency and opt-out instructions.
What to Include in your Privacy Policy
Your privacy policy must address these critical points:
- Data Collection: Clearly state the type of personal information you collect (e.g., phone numbers) and how you gather it (e.g., through opt-in processes).
- Data Usage: Explain how the collected information is used (e.g., sending reminders, promotions) and ensure this aligns with TCPA requirements.
- Data Protection: Describe the measures in place to protect consumer data from unauthorized access or misuse.
- No Data Sharing: State that personal information will not be shared, sold, rented, or traded with third parties for marketing purposes.
- Opt-Out Process: Provide detailed instructions on how recipients can stop receiving messages, such as replying “STOP.”
Example Privacy Policy language:
At [Organization Name], we respect your privacy. Personal information collected for SMS messaging purposes will not be shared, sold, rented, or traded to third parties for marketing or promotional purposes. To opt out of receiving messages, reply STOP at any time.
What to include in your Terms & Conditions
Your terms & conditions must include:
- Brand Name: Ensure the sender’s name is identified.
- Message Content: Specify the types of messages recipients can expect (e.g., reminders, updates).
- Message Frequency Disclosure: Clearly state how often messages will be sent (e.g., “Message frequency varies”).
- Cost Disclosure: Include a disclaimer that “Message and data rates may apply.”
- Customer Support Information: Provide an email address, phone number, or link for recipients needing assistance.
- Opt-Out Instructions: Explain how users can unsubscribe (e.g., reply “STOP” to cancel).
Example Terms & Conditions language:
By subscribing, you agree to receive text messages from [Company Name] for reminders and updates. Message frequency varies. Msg & data rates may apply. For help, text HELP or email [support@example.com]. To stop receiving messages, reply STOP.
33 SMS Opt-in Examples + Consent to Receive Text Messages Template
I showed how SMS opt-ins are crucial for obtaining consent. It’s required to send text messages and comply with the Telephone Consumer Protection Act (TCPA).
Here’s a list of different types of SMS opt-in methods with examples. Your text message opt-in language may vary based on your business or organization.:
1. Keyword Text-In Opt-In (Single Opt-In)
Contacts text a specific keyword to subscribe.
Text JOIN to {{ OrganizationPhone }} to receive exclusive offers and updates. By texting JOIN, you agree to receive recurring messages. Reply STOP to unsubscribe. Msg & data rates may apply.
2. Web form opt-In
Contacts complete a web form to opt into SMS.
3. Point-of-sale (POS) opt-In (double opt-In)
Customers provide their phone number at checkout and receive a confirmation SMS.
Thanks for subscribing! Reply YES to confirm receiving sales updates from us. Msg & data rates apply.
4. Mobile app opt-In (double opt-in)
Contacts opt into SMS notifications through the app.
5. Paper form opt-In (double opt-in)
Contacts complete a paper form to opt in and receive a follow-up confirmation text.
6. Email ot-in with SMS option (double opt-in)
Email signup includes an optional SMS checkbox, followed by a confirmation text.
7. QR code opt-In (double opt-in)
Contacts scan a QR code that directs to a consent page or initiates a confirmation text.
8. Social media opt-in (double opt-in)
Social media ads direct contacts to an SMS opt-in page where they confirm by replying.
Sign up for SMS alerts from our page! After entering your info, reply YES to confirm. Msg & data rates may apply.
9. Voice call opt-In (double opt-in)
Contacts agree verbally and receive a confirmation SMS for double opt-in.
You’ve requested SMS updates. Reply YES to confirm and receive messages. Msg & data rates apply.
10. Double opt-In for SMS marketing
After an initial opt-in, contacts receive a follow-up SMS to confirm their subscription.
Thank you for joining our SMS list! Reply YES to confirm. Msg & data rates may apply. Reply STOP to unsubscribe.
11. Kiosk opt-In (double opt-in)
Contacts enter their phone number at a kiosk and receive a confirmation text.
Thanks for joining our SMS list! Reply YES to confirm. Msg & data rates may apply.
12. Contest or Sweepstakes Opt-In
Contacts enter a contest and agree to SMS marketing with a confirmation text.
Thanks for entering! Reply YES to receive promo texts from us. Msg & data rates may apply. Reply STOP to unsubscribe.
13. Club or membership opt-In (double opt-in)
Contacts join a loyalty program and confirm SMS consent via reply.
Welcome to our club! Reply YES to confirm SMS alerts from us. Msg & data rates may apply.
14. Event registration opt-In (double opt-in)
Contacts opt-in during event registration and receive a confirmation text.
You’ve signed up for SMS event reminders. Reply YES to confirm. Msg & data rates may apply. Reply STOP to unsubscribe.
15. In-store signage opt-in (double opt-in)
In-store signage invites contacts to opt-in via text with confirmation required.
Text DEALS to {{ OrganizationPhone }} to get offers. By texting DEALS, you agree to receive recurring messages. Reply STOP to unsubscribe. Msg & data rates may apply.
16. Wi-Fi access opt-in
Contacts agree to receive SMS in exchange for Wi-Fi with opt-out info included.
Thanks for connecting! Receive SMS updates from us by replying YES. Msg & data rates apply.
17. Bill payment opt-In
Contacts select SMS updates while paying a bill with opt-out instructions.
Get bill reminders via SMS. Reply YES to confirm and STOP to unsubscribe. Msg & data rates may apply.
18. Customer service interaction opt-in
Verbal opt-in for transactional messages is followed by an SMS with opt-out instructions.
Thank you! You’ll receive SMS updates about your service. Reply STOP anytime to unsubscribe.
19. Affiliate or partner opt-in (double opt-in)
Partners prompt contacts to opt in, and they receive a confirmation text from your business.
Welcome! Reply YES to confirm SMS updates from [Your Brand]. Msg & data rates apply.
20. Location-based opt-In (double opt-in)
Location-based prompts invite contacts to opt-in with double opt-in confirmation.
Welcome to [Location]! Reply YES to get deals via SMS. Msg & data rates may apply.
21. Interactive voice response (IVR) opt-in (double opt-in)
Contacts consent through an automated phone system and confirm via SMS.
Press 1 to receive SMS updates. Then reply YES to confirm your subscription. Msg & data rates may apply.
22. Subscription service opt-In
Contacts opt in for regular SMS content, such as news or tips.
Subscribe to daily health tips! Text HEALTH to {{ OrganizationPhone }} and reply YES to confirm. Msg & data rates may apply.
23. Event-based trigger opt-In
Contacts opt in for SMS updates at specific points, such as after a purchase.
Thank you for your purchase! Reply YES to confirm SMS updates on your order. Msg & data rates apply.
24. Customer feedback opt-In (double opt-in)
After a survey or feedback, contacts can opt in for further SMS updates.
Thank you for your feedback! Reply YES to get a coupon and future updates. Msg & data rates may apply.
25. Time-sensitive offer opt-in
Contacts sign up for limited-time offers via SMS with confirmation.
Want flash sale alerts? Reply YES to confirm SMS updates for deals. Msg & data rates apply.
26. Transactional opt-In (Single opt-in)
Contacts opt in to receive transaction-related SMS alerts, such as payment confirmations.
Get payment alerts by texting BILL to {{ OrganizationPhone }}. Msg & data rates may apply. Reply STOP to unsubscribe.
27. Embedded opt-in links (double opt-in)
Contacts click a link in digital content to opt in, confirmed by a follow-up text.
Thank you for signing up via email! Reply YES to receive SMS updates. Msg & data rates may apply.
28. Smartwatch or wearable device opt-In
Contacts opt-in through a smartwatch app, with clear opt-out instructions.
Enable SMS reminders for workouts? Reply YES to confirm. Msg & data rates may apply. Reply STOP anytime.
29. Chatbot opt-in (double opt-in)
Contacts opt in through a chatbot interaction, confirmed with a follow-up SMS.
30. Abandoned cart opt-in (double opt-in)
Contacts opt in to receive reminders about items left in their online shopping cart.
Items still in your cart! Reply YES to get SMS reminders and offers. Msg & data rates apply.
31. Service activation opt-in (double opt-in)
Contacts opt in for SMS updates during service activation.
Activate SMS alerts for your account? Reply YES to confirm. Msg & data rates may apply.
32. Educational content opt-In (double opt-in)
Contacts sign up for SMS educational tips.
Join our SMS learning series! Reply YES to confirm. Msg & data rates may apply.
33. Birthday club opt-In
Contacts provide their phone number and birth date to receive birthday offers.
Join our Birthday Club! Text BIRTHDAY to {{ OrganizationPhone }}
Consent to Receive Text Messages Template
Consent to Receive Text Messages
By providing your mobile phone number below, you consent to receive SMS text messages from {{ OrganizationName }}. These messages may include updates, promotional offers, service alerts, and reminders related to {{ services or topics, e.g., "our latest products and special offers" }}. Message frequency may vary.
- Message and Data Rates: Standard message and data rates may apply.
- Opt-Out: You may opt out of receiving these messages at any time by replying "STOP" to any SMS message you receive from us. For assistance, reply "HELP" or contact us directly at [support email] or [support phone number].
- Privacy Policy: Please review our [Privacy Policy](link to privacy policy) for how we handle your data.
Your consent is not a condition of purchase. By selecting “I agree” and providing your mobile phone number, you confirm you understand and accept these terms and conditions.
Checkbox: ☐ I agree to receive text messages from {{ OrganizationName }} and understand that message and data rates may apply.
Answers to Frequently Asked SMS Opt-in Questions
Below are answers to frequently asked questions related to SMS opt-in and opt-out best practices.
Why is SMS opt-in necessary?
Carriers require opt-in for SMS compliance with the TCPA. The TCPA mandates that you get clear consent before sending promotional or transactional text messages. It helps protect contacts' privacy and maintains a positive brand relationship.
What does "opt" mean in text messaging?
In text messaging, "opt" refers to a contact's choice to either opt-in or opt-out of receiving SMS messages:
- Opt-In: When a person actively agrees to receive text messages by subscribing to a messaging service. This requires explicit consent, meaning the person signs up willingly. They often do this by texting a keyword, filling out a web form, or another method that records their permission.
- Opt-Out: This is when a person unsubscribes from receiving further messages. Typically they do this by replying with a specific keyword, like "STOP." This action ensures they won’t receive any more messages unless they decide to opt-in again.
What text opt in laws should I be aware of?
The primary regulations are the Telephone Consumer Protection Act (TCPA) and guidelines from the Cellular Telecommunications Industry Association (CTIA).
These laws ensure consumers don’t receive unsolicited or misleading SMS messages. Both regulations include requirements for opt-in, opt-out, and message transparency.
What happens if you don’t comply with SMS opt-in requirements?
Non-compliance can lead to hefty fines, legal action, and blacklisted phone numbers. The TCPA allows consumers to file lawsuits if they receive unsolicited texts, and fines for violations can be substantial.
If contacts don’t opt-in, you also risk getting reported as spam by your contact to your provider. If that happens regularly, the carrier network may blacklist your business phone number, preventing you from texting.
Additionally, you can’t use alternative phone numbers as a workaround. Carriers consider this “snowshoeing”. One blacklisted number associated with your brand can ruin your reputation for all other phone numbers, present or future.
Is it legal to use SMS opt-in lists from third parties?
You can’t collect consent for or from any third party. You can only collect consent for your brand.
Additionally, you must ensure that third-party lists meet SMS compliance standards. This includes having 100% valid opt-ins.
Contacts must agree to receive messages from your specific organization, not just a partner organization.
Can I use my existing email list as my SMS subscriber list?
No, you can’t automatically use your existing email marketing list as an SMS subscriber list. SMS messaging requires explicit consent separate from email. This means your contacts must specifically agree to receive text messages from you.
Regulations like the Telephone Consumer Protection Act (TCPA) also mandate that you obtain distinct consent for SMS communication. This is required even if the individuals are already on your email list.
What information do I need to include in an SMS opt-in message?
An SMS opt-in message discloses:
- The purpose of the messages
- Messaging frequency
- Reminders about message and data rates
- And clear ways to opt-out (usually by replying "STOP")
How do contacts opt back in to text messages?
Contacts may opt back in by responding with a designated keyword (e.g., “JOIN”). They can also sign up through a web form or another opt-in method provided by your organization.
Is double opt-in required for SMS marketing campaigns?
Double opt-in isn’t always required. However, I recommend a double opt-in for added SMS compliance and security with text message marketing. Double opt-ins ensure the contact explicitly consents to receive texts.
How should you handle opt-out requests?
Every business and organization must honor opt-out requests immediately and ensure that contacts don’t receive further messages. I recommend sending a confirmation message acknowledging an opt-out as a best practice.
How often should contacts get reminders regarding opt-out?
Best practice suggests including opt-out instructions (e.g., “Reply STOP to unsubscribe”) in every SMS message. This makes it easy for contacts to manage their subscription preferences.
Are there specific words or phrases to avoid in SMS marketing messages?
You should avoid SHAFT content (Sex, Hate, Alcohol, Firearms, and Tobacco). Additionally, don’t use potentially misleading or triggering language. This will prevent carriers from flagging your messages and filtering them as spam.
Ready for a smarter, simpler TCPA-compliant texting service?
I’ve covered SMS opt-in compliance. It’s more than possible to maintain compliance with text messages. This is especially true if you text using a business texting service like MessageDesk.
Ready to start texting? Your next step is to meet with a MessageDesk messaging expert.
MessageDesk is here to help you configure your business phone number. We make carrier registration simple, easy, and transparent.