The CTIA Messaging Guidelines say that all A2P messaging requires customer consent. The type and extent of consent needed for each is based on the messaging type and frequency. All A2P messaging campaigns must support established opt-out keywords and intended opt out from inbound messages – if a customer wants to revoke their consent, your campaign must let them. The rules and regulations exist to make sure customers only receive the communications they want to receive. All messaging is A2P, other than messages between 2 mobile phone consumers.

Consumer-initiated conversational

Conversational messaging is a back-and-forth conversation via text. If the consumer initiates the conversation and the business simply responds, then it is likely conversational and no additional permission is expected.

  • First message is always sent by the consumer

  • Two-way conversation

  • Message responds to a specific request

  • AT the end of the conversation, consent revoked

Implied consent

If the consumer initiates the text message exchange and the business only responds to each consumer with relevant information, then no verbal or written permission is expected.

Informational

Informational messaging is when a consumer gives their phone number to a business and provides their consent to be contacted in the future for a non-promotional purpose.

Appointment reminders, welcome texts, and other non-promotional alerts fall into this category.

  • First message is sent by the consumer or business

  • One-way or two-way conversation

  • Message contains information

  • Consent continues until opt out. Opt out instructions required at least 1 time per month

Express consent

Unless an exemption applies, the consumer should give express permission before a business sends them a text message. This could be over text, on a form, on a website, or verbally. Consumers may also give written permission.

Promotional

Promotional messaging contains a sales or marketing promotion. Adding a call to action (e.g., a coupon code to an informational text) may place the message in the promotional category. Businesses require the consumer’s written consent to send promotional messages.

  • First message is sent by the business

  • One-way conversation

  • Message promotes a brand, product, orservice

  • Prompts customer to buy something, go somewhere, or otherwise take action

  • Consent continues until opt out. Opt out instructions required at least 1 time per month

Express written consent

The consumer should give express written permission before a business sends them a text message. This could be via signing a form, checking a box online, or some other method.

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