Why consent matters for registration
Carriers want to know that the people receiving your messages asked for them. When you register a campaign you describe how consent is collected, and a reviewer may check it against your website. Vague or missing consent is among the most common reasons campaigns are returned.
Consent also protects you after approval. Recipients who did not expect your messages report them as spam, and enough complaints can get a number filtered or a campaign suspended.
Common ways to collect opt-in
- Web form: a phone number field with an unchecked consent box and clear disclosure text
- Text keyword: the customer texts a keyword to your number to subscribe
- Paper form or intake sheet: a signed or initialed consent statement, kept on file
- Verbal consent: consent given by phone or in person and recorded in your system
- QR code or in-store sign-up: a sign-up page that carries the same disclosure as a web form
- Booking or checkout flow: a consent checkbox presented when the customer books or buys
Whichever you use, you need to describe it accurately in the campaign and be able to show it.
What the disclosure should say
The language shown next to the opt-in should make clear:
- Who the messages are from, using your business name
- What kind of messages the person will receive
- That message and data rates may apply
- How often messages may be sent, where that is predictable
- How to stop messages, for example by replying STOP, and how to get help
- Where to find your privacy policy and SMS terms
An example in plain wording: "By checking this box you agree to receive appointment reminders and offers from Bright Smile Dental by text. Message frequency varies. Message and data rates may apply. Reply STOP to cancel or HELP for help. See our Privacy Policy and SMS Terms." Adapt it to your own business and messages.
Transactional and marketing messages
Messages that people expect as part of a service they requested, such as an appointment confirmation, are treated differently from promotional messages. Marketing messages generally call for clearer, more explicit consent. If you send both, say so in your campaign, and make sure the consent you collect actually covers the promotional messages. When in doubt, ask for the broader consent up front.
STOP, HELP and opt-out handling
Recipients must be able to stop messages easily. Your messaging platform normally handles replies such as STOP and HELP, and your campaign registration describes the responses. Make sure the help response includes your business name and a way to reach you, and that once someone opts out they are not messaged again unless they opt back in.
Privacy policy and SMS terms
Your website should have a privacy policy and terms that cover text messaging. Reviewers look for them, and for a statement about how mobile information is handled. A common expectation is that mobile numbers collected for messaging are not shared with third parties for their own marketing. We tell you what is missing from your site and provide wording to add.
What the SMS terms usually cover
- The name of the program and the business behind it
- The kinds of messages sent and how often
- Message and data rate notice
- How to opt out and how to get help
- Supported carriers and a note that carriers are not liable for delays
- Contact details for support
Keep proof of consent
Store a record of when and how each person opted in: the date, the source, and the wording they saw. If a registration or a complaint ever needs checking, that record is what answers it. For web forms, keep a dated screenshot of the form and its disclosure so you can show what was on the page at a given time.
What does not count as consent
- Purchased, rented or scraped phone lists
- Numbers collected by another business for their own purposes
- Consent hidden inside a long set of terms the person never sees at sign-up
- A pre-checked consent box
- Consent that was given for one purpose and then used for something unrelated
Common consent mistakes on websites
- Contact forms that collect a phone number with no mention of texting
- Consent text that is tiny, low contrast or hidden below the button
- A privacy policy that exists but does not mention text messaging
- Different consent wording on different forms and in the campaign
- Opt-in pages that are not publicly reachable for a reviewer
How we help
We review your form and website, tell you what to change, and describe your consent flow in the campaign so it matches what a reviewer will see. Learn about campaign registration, see why registrations get rejected, or start a registration request.
This page is general information, not legal advice. For questions about messaging and consent law, speak to a qualified attorney.