For marketing-related use cases, there are a few extra layers that senders should be mindful of, especially since they’re subject to closer scrutiny from carriers. It's important to follow the checklist below, or else you'll be subject to rejection of your platform number verification, and your campaigns will not deliver.
Opt-In Flow Requirements (Marketing)
Affirmative, standalone consent required
Opt-in must not be bundled with another form of consent (like accepting T&Cs or creating an account). A separate checkbox or keyword SMS opt-in is required.The checkbox must not be pre-checked
Users must manually opt in.Business name must be present
Clearly name the company in the opt-in language (e.g., “I agree to receive promotional messages from [Business Name]…”)Message type must be stated
Mention that the messages are promotional, marketing, or deal-related.Frequency disclosure is expected
Example: “Up to 4 msgs/month” or “Message frequency may vary.”Clear opt-out instructions
Include language like: “Reply STOP to unsubscribe.”Link to Privacy Policy and Terms
These must be linked in or near the form.Mobile disclaimer required
Example: “Msg & data rates may apply.”
Privacy Policy Additions (For-Profit / Marketing)
Make sure to include:
SMS section with opt-out language.
The carrier-required disclosure:
“No mobile information will be shared with third parties/affiliates for marketing/promotional purposes. Information sharing to subcontractors in support services, such as customer service, is permitted. All other use case categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.”
This must be included verbatim, and ideally under a section titled “SMS Disclosure.”
First Message Expectations
Must include the business name.
Must include STOP instruction.
Cannot contain restricted content (SHAFT or otherwise).
If marketing includes alcohol or age-gated material, proper disclaimers and age verification are required.