SMS marketing is governed by multiple layers of regulation, from federal laws to carrier policies. Understanding these requirements is essential for maintaining compliance and avoiding penalties.
| Requirement | Details | Penalties for Violation |
|---|---|---|
| Prior Express Consent | Must obtain written consent before sending marketing texts | $500-$1,500 per message |
| Opt-Out Mechanism | Must provide clear way to stop messages | $500-$1,500 per message |
| Time Restrictions | No texts before 8 AM or after 9 PM recipient's time | $500-$1,500 per message |
| Identification | Must clearly identify the sender | $500-$1,500 per message |
| Autodialer Rules | Special rules for automated systems | Up to $1,500 per message |
| Requirement | Application to SMS | Compliance Actions |
|---|---|---|
| Truthful Headers | Sender identification must be accurate | Use registered business name |
| Honest Subject Lines | Message content must match purpose | Clear, descriptive messaging |
| Disclosure | Must identify message as advertisement | Include "Ad:" or similar identifier |
| Opt-Out Honor | Must process unsubscribe requests within 10 days | Automated opt-out processing |
| Physical Address | Include valid postal address | Add business address to messages |
| State | Additional Requirements | Key Differences |
|---|---|---|
| California (CCPA) | Enhanced privacy rights, data deletion | Must honor data deletion requests |
| Illinois (BIPA) | Biometric data protection | Affects identity verification |
| New York | Additional consent requirements | Stricter opt-in standards |
| Texas | Enhanced penalties for violations | Higher fines for non-compliance |
| Florida | Specific telemarketing rules | Additional disclosure requirements |
| Component | Requirement | Timeline | Consequences of Non-Compliance |
|---|---|---|---|
| Brand Registration | Register your business with carriers | 1-2 weeks | Message filtering, reduced throughput |
| Campaign Registration | Register each use case/campaign type | 1-2 weeks | Campaign rejection, blocking |
| Phone Number Verification | Verify ownership of sending numbers | 24-48 hours | Number suspension |
| Compliance Monitoring | Ongoing monitoring of message content | Continuous | Account suspension |
| Element | Requirement | Example | Non-Compliance Result |
|---|---|---|---|
| Sender Identification | Clear business name in every message | "From ABC Company:" | Message filtering |
| Opt-Out Instructions | Standard opt-out language | "Reply STOP to opt out" | TCPA violations |
| Message Purpose | Clear indication of message type | "Promotional offer:" or "Account alert:" | Spam classification |
| Contact Information | Way to reach customer service | "Questions? Call 555-0123" | Consumer complaints |
| Consent Type | Definition | When Required | Documentation Needed |
|---|---|---|---|
| Express Written Consent | Signed agreement to receive texts | Marketing messages | Signed form, timestamp, IP address |
| Express Oral Consent | Verbal agreement (recorded) | Phone-based opt-ins | Call recording, transcript |
| Implied Consent | Consent through action | Existing customer relationship | Transaction records, relationship proof |
| Double Opt-In | Confirmation after initial opt-in | Best practice for all campaigns | Initial opt-in + confirmation response |
| Required Information | Details | Retention Period | Storage Requirements |
|---|---|---|---|
| Date and Time | When consent was given | 3-5 years after opt-out | Secure, accessible database |
| Method of Consent | How consent was obtained | 3-5 years after opt-out | Audit trail required |
| Consent Language | Exact words used in opt-in | 3-5 years after opt-out | Version control needed |
| IP Address/Location | Where consent was given | 3-5 years after opt-out | Geographic compliance |
| Opt-In Source | Website, form, phone call, etc. | 3-5 years after opt-out | Source verification |