Are you a brand sending messages to consumers for any reason? Are you sending messages from SendHub? If yes, you are sending application-to-person (A2P) messages and the CTIA guidelines should be followed to ensure the best possible chance of delivery.
Conversational Messaging - Conversational messaging is a back-and-forth conversation that takes place over text. If the consumer texts into the brand first and the business responds quickly with a single message, it’s likely conversational. If the consumer initiates the conversation and the business simply responds, no additional permission is required. This would be considered implied consent and so express written consent is not needed.
Informational Messaging - Informational messaging is when a consumer gives a brand their number and asks to be contacted in the future. Appointment reminders, welcome texts, and alerts fall in this category because the first text message sent by the business fulfills the consumer’s request. A consumer should agree to receive texts when they give the brand their mobile phone number. This would be considered express written consent.
Promotional Messaging - Promotional messaging, or text marketing, is when an SMS message contains a sales or marketing promotion. Adding a call-to-action such as a coupon to an informational text may make it promotional. Consumers must agree to receive promotional texts in writing before a business can send promotional messages via SMS marketing campaigns. Businesses that already ask consumers to sign forms or submit contact information can add a field to capture consent. This would be considered express written consent.
Express Written Consent
Express written consent is the required permission a business must obtain before texting a consumer. Businesses sending marketing-related messages without prior consent are not being SMS compliant. This may sound scary, but through SendHub it is extremely easy to get consent. Potential customers simply text your group keyword to your SendHub number which confirms consent.
Ways to obtain consent:
- Texting a keyword to your business number
- Clicking “yes” on an online website/form
- Verbally expressing consent which must be recorded
- Written “yes” on a collected form