SMS Marketing Rules Every Small Business Should Know

Texting customers works, but it comes with rules. The basics of SMS marketing compliance so your messages keep getting delivered.

Key takeaways on sms marketing compliance

Only send marketing texts to people who have agreed to receive them.
Start or end messages with your business name so people know who is texting them.
Include instructions such as "Reply STOP to opt out" and honor requests immediately.
Businesses sending texts from local numbers usually need carrier registration.
Send marketing texts at reasonable times in the recipient’s time zone, generally during the day.
Store a record of when and how each person opted in, and when anyone opts out.

Text messages get read, which is why they work so well for marketing. But SMS marketing compliance matters. Carriers filter messages that break the rules, and some violations carry legal risk.

Get clear consent

Only send marketing texts to people who have agreed to receive them. Record when and how they opted in.

Identify your business

Start or end messages with your business name so people know who is texting them.

Make opting out easy

Include instructions such as "Reply STOP to opt out" and honor requests immediately.

Process STOP replies automatically.
Never text someone again after they opt out.
Keep a record of opt-outs.

Register your number

Businesses sending texts from local numbers usually need carrier registration. Unregistered traffic is more likely to be blocked.

Timing and frequency

Send marketing texts at reasonable times in the recipient’s time zone, generally during the day. Late-night messages annoy customers and increase opt-outs.

Keep frequency modest. A few relevant messages a month usually perform better than frequent promotions, and they keep your opt-out rate low.

Keep good records

Store a record of when and how each person opted in, and when anyone opts out. Good records protect your business if a question ever arises.

Review your messaging practices regularly, especially if you add new types of messages or new ways for customers to sign up.

Sms marketing compliance FAQs

Do I need consent to text customers?

Yes for marketing messages. Service messages may have different rules, so check guidance for your use case.

What is carrier registration?

A process that verifies your business and messaging use with carriers to improve delivery.

How often can I text customers?

Keep marketing texts occasional and relevant. Frequent messages increase opt-outs.

Should I include my business name?

Yes. It builds trust and helps meet carrier expectations.

How Bullish Leads helps with sms marketing compliance

Getting sms marketing compliance right takes steady effort, and that effort is easy to drop when the schedule fills up. Bullish Leads sets up the systems behind it, including Google-Ready Website, Auto Text Back and 5-Star Review Engine, so the routine work happens automatically every time. You stay focused on doing great work for customers while the follow-up, reminders and reporting run in the background.

Want to see how this would work for your business? Book Call and we will walk you through it. There are no long-term contracts, and we will tell you honestly if we are not the right fit.

Further reading: FTC: Telemarketing and texting guidance.

Keep reading: Nextdoor Marketing For Local Businesses.