SMS: How to handle opt-in and opt-out

We require that all messaging traffic complies with relevant laws and regulations, including the Telephone Consumer Protection Act (TCPA) for the US, among others. This means there are a number of practices you must follow to comply with these regulations, respect the rights of recipients and protect your brand and reputation.

These include:

Make sure recipients explicitly opt-in

Although opt-in consent isn’t needed for transactional email, to send messages to a recipient’s phone number, you must have received consent to deliver messages via this method. 

As well as complying with the TCPA, receiving clear, informed opt-in consent from recipients will also ensure higher levels of engagement and lower opt-out rates. 

To enforce opt-in for marketing and transactional SMS, we recommend the following solutions:

• Start all of your conversations with an opt-in confirmation message, verifying your recipient’s enrollment in the identified program and describing how to opt-out

• Add "Reply STOP to unsubscribe" to all messages so customers know how to opt-out.

Example: Awesome Product Welcome Message: Welcome to Awesome Product! Msg&data rates may apply. Recurring Messages. Reply HELP for help, STOP to cancel.