SMS Marketing

Compliance is the substance of SMS, not an addition to it. Consent must be express written consent obtained for messaging specifically, not inherited from an email signup or a purchase, and the consent record is stored with timestamp, the exact disclosure shown, and the source. Programme terms, message frequency and message-and-data-rates disclosure appear at the point of signup. STOP, UNSTOP and HELP keywords are handled automatically, opt-outs take effect immediately and permanently across the programme, and the confirmation of opt-out is the last message sent. Sending respects recipient local time and quiet hours. Traffic is sent over a registered route with the brand and campaign registered under 10DLC, or a short code or toll-free number where appropriate, because unregistered traffic is filtered by carriers regardless of content. Messages identify the sender, are kept within segment limits to avoid unintended splitting, and links use the programme domain rather than an anonymous shortener that carriers treat as suspicious. Lists are never purchased, and a number that hard-fails is removed rather than retried.

Industry Insight