SMS marketing leads all channels for open and response rates. But there are legal considerations to know – specifically the Telephone Consumer Protection Act (TCPA). Stay on the right side of compliance with these TCPA and SMS tips.
Passed in 1991, the TCPA limits calls and texts sent without proper consumer consent. Each violation notches steep fines of $500 - $1,500 per message. Know the TCPA’s reach for your SMS and MMS marketing:
Prior express written consent is required to send any automated texts considered advertising or telemarketing. Blanket opt-ins don’t suffice. Record consent (like checkboxes requesting texts on signup forms) with explicit terms of frequency.
Transactional messages confirm purchases, share account info, provide shipment tracking links, etc. They don’t require opt-in consent but still need compliance care like easy opt outs. Never sneak promotions into transactional flows.
Don’t text purchased lists. Verify contacts actively opted in to your SMS programs specifically. Scrub lists against the National and Wireless Do Not Call registries.
Enable opt-out mechanisms like texting STOP in easily visible font on all sent messages and list opt outs on your website. Save evidence you promptly honor all requests.
SMS provides unparalleled access to your audience. And withemails losing steam, it’s essential for customer engagements. Just couple SMS strategies with TCPA-compliant permission and opt-out practices to deploy texts safely and effectively.
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