Messaging Compliance

SMS consent is the process of obtaining permission from an individual before sending them text messages for marketing, informational, or other business purposes. This permission is typically collected through an opt-in process.

One common opt-in method is the use of a keyword. For example, a business may ask individuals to text a word such as “SIGNUP” to a designated phone number to subscribe to SMS communications.

Businesses may also use web forms to collect opt-ins. These forms are required to request the individual’s phone number and may also ask for information such as their name or email address. After submitting the form, the individual will receive a confirmation text and be asked to reply before the subscription is finalized.

Once an individual has opted in, the business or organization may send text messages in accordance with applicable laws, regulations, carrier requirements, and the consent provided. Explicit consent should be obtained before messages are sent. Failure to obtain proper consent may result in complaints, carrier enforcement, or legal consequences.

Recipients must also be informed that they can opt out at any time. To unsubscribe, they can reply with a recognized keyword such as “STOP” or “UNSUBSCRIBE.” Once an opt-out request is received, messages to that number must stop unless the recipient later provides consent again.

Monitoring opt-out activity is an important part of maintaining a healthy messaging program. As a general guideline, an opt-out rate below 2% over the previous 30 days is considered healthy.

Do not use public URL-shortening services such as TinyURL or Bitly. Links from these services are frequently associated with spam and will be blocked or filtered by mobile carriers.

For trackable links, use Carrick's proprietary link-shortening feature, which provides a branded URL. Alternatively, use a service that offers a dedicated short-link domain associated with your organization.

Do not send content that is illegal in the jurisdiction where the message is being sent or received. Messages must also comply with carrier policies and applicable industry requirements.

See Forbidden message categories for SMS and MMS in the US and Canada for additional information

Certain words and phrases may trigger carrier spam filters, particularly language related to “free,” “urgent,” “funding,” limited-time offers, or high-pressure calls to action.

Review and reword messages that contain potentially risky language. Small changes in wording can improve message delivery and reduce the likelihood of messages being filtered or blocked.