SMS is a powerful tool to reach your customers, but use of it comes with certain responsibilities – compliance requirements – that companies must follow in order to legally reach out to a wider population. Armed with expert knowledge of the global communications industry, TeleSign helps businesses navigate the complexities of SMS compliance. In this post, we have outlined some quick SMS campaign best practices, which can be used as a guide (in combination with each company's Privacy and Legal team recommendations) to executing a successful SMS campaign.
One key compliance measure pertains to obtaining consent from customers before sending them any promotional text messages. The "opt-in," or written consent, must be clearly visible on the registration page--not hidden within content--so customers are aware of what they are signing up for. Consent can be obtained in two ways:
This welcome SMS message must contain (in addition to the details covered in the following sections):
Customers must be informed of any charges they might incur by subscribing to the text messages. For that reason, the language “Message and data rates may apply” or “Standard message and data rates may apply” should be included near the phone number entry field.Customers must also be able to request more information about the program by texting keyword HELP to the 5-6 digit short codes that they are receiving messages from. The HELP response must include the program name, support email or phone number, message frequency, disclaimer that message and data rates may apply, and opt-out instructions.
Customers must be able to opt-out of the recurring message program--at any time--by texting keyword STOP, END, CANCEL, UNSUBSCRIBE, or QUIT to the 5-6 digit short codes that they are receiving messages from. The STOP response must include confirmation that the customer has opted out and no further messages will be sent.
Businesses must refrain from sending any content which is political, religious, pornographic, money lending, gambling, violent in nature and/or in violation of the SHAFT (sex, hate, alcohol, firearms, or tobacco) audit standard.Following these SMS best practices will not only ensure that your campaign adheres to the compliance requirements, but also reaches the interested audiences; increasing the success rate.