Short answer: SMS marketing means texting offers, reminders and news to people who agreed to receive them. CTIA’s messaging principles, voluntary best practices from the wireless industry, ask for written consent before any promotional text. They also ask for a clear sign-up, a confirmation text and an opt-out that works with STOP.
It isn’t legal advice: federal rules apply on top, and our guide to TCPA rules for text messages covers them.
Three kinds of texts, three levels of consent
| Kind of text | What it is | Consent CTIA expects |
|---|---|---|
| Conversational | The customer texts first and you answer that request | Implied: no extra permission |
| Informational | Appointment reminders, welcome texts and alerts the customer asked for | Express: permission before you text |
| Promotional | A sales or marketing promotion, such as an offer or a coupon code | Express written: a signed form or a checked box |
From CTIA, “Messaging Principles and Best Practices” (May 2023), read November 2, 2026.
What the sign-up must say
CTIA calls the sign-up a call to action. Before people agree, it should tell them what the messages are about, which number sends them and who is behind them.
It should also give the opt-in terms with any fees, and the rest of the terms: how to opt out, how to get help and where the privacy policy is.
Don’t tuck these details into your terms and conditions. The privacy policy also needs a link from the sign-up itself.
Keep proof of each consent
For every sign-up, store when it happened, through which form or keyword, the wording and action used, and the campaign. Add the IP address, the number, and the person’s name or another identifier. CTIA recommends keeping that record where it applies.
CTIA advises against lists that were bought, rented or shared: build and check your own. A consent also covers only the campaign it was given for.
The first text and the last one
For recurring messages, the first text confirms the sign-up. In it, CTIA wants the program’s name, a help contact or the HELP keyword, the way to stop, how often texts arrive and any charges.
When someone replies STOP, send one final confirmation and nothing more. CTIA also counts normal words such as stop, end, unsubscribe, cancel, quit or “please opt me out” as opt-outs. It asks you to accept them by phone call or email too.
Links in your texts shouldn’t hide who you are. If you shorten them, CTIA asks for a shortener used only by your business, and the page should name you and give contact details such as a postal address.
From CTIA, “Messaging Principles and Best Practices”, sections 5.1 to 5.3.
How to start SMS marketing
- Register your texting number for A2P 10DLC first: our guide to 10DLC registration covers the steps.
- Add a separate checkbox for texts next to the phone field, with the five details CTIA asks for.
- Link your privacy policy and your terms from that checkbox.
- Save the proof of each consent: time, form, wording, IP address, number and name.
- Send a confirmation text with the program name, HELP, STOP, the frequency and any fees.
- Answer STOP and its variants with one final text, and remove the number from your list.
- Before each campaign, check the consent and timing rules in our TCPA guide.
What our own form shows
Our marketing audit form has a separate checkbox for texts. It names Feedback Studios LLC and our number, +1 (786) 220-5013, and says the texts are marketing and follow-up messages about our services.
It caps them at up to 10 a month, warns that carrier message and data charges can apply, and gives HELP and STOP. Our terms and privacy policy are linked right below it.
It also says that agreeing isn’t a condition of buying anything, and that ticking the box and sending the form is the person’s electronic signature. The Spanish form accepts STOP or ALTO.
Before your first campaign
- Written consent before any promotional text.
- The five details next to the checkbox.
- Proof of each consent saved.
- A confirmation text after each sign-up.
- STOP and its variants honored with one final text.
- No rented, bought or shared lists.
RememberGet written consent before any promotional text, say who you are and how to stop, and stop the moment someone asks.
If you want us to run your texts and emails, see our email and SMS service.
Quick answers about SMS marketing
Do I need consent to send marketing texts?
Yes. CTIA expects express written consent before any promotional text, such as a signed form or a checked box online. Federal rules add their own consent and timing limits, covered in our guide to TCPA rules for text messages.
What should the first marketing text say?
If people signed up for recurring texts, the first one confirms it. CTIA wants it to carry the program’s name, a help contact or HELP, the way to stop, how often texts come and any charges.
What if someone replies cancel instead of STOP?
Treat it as an opt-out. CTIA says normal words such as stop, end, unsubscribe, cancel or quit should be read and acted on, then confirmed with one final text and no more messages.
Can I buy a list of phone numbers for SMS marketing?
No. Under CTIA’s principles, a purchased, rented or shared list doesn’t count, and each business builds and checks its own. Grow it through your website, your store counter or a keyword people text you.
Is an appointment reminder a marketing text?
Not by itself. CTIA calls reminders, welcome texts and alerts informational. Adding a call to action, such as a coupon code, may make the text promotional, and promotional texts need written consent.
Sources
Read on November 2, 2026. CTIA: Messaging Principles and Best Practices (May 2023). Our own case: the text checkbox of our marketing audit form, in English and Spanish, on November 2, 2026.