Did you know that texting your customers the wrong way could get you fined—or even sued? It sounds scary, but it’s true. In 2025, there are more rules than ever around how you send messages to your customers.
When you send text messages to people, there are some important rules you have to follow. These rules keep everyone protected and satisfied.
Before you hit “send,” you need to make sure you have permission, clear messaging, and an easy way for people to opt out. If you skip these steps, you could face serious penalties or lose customer trust.
That’s why we put together this simple, easy-to-follow guide. In this blog, you’ll learn what SMS compliance really means, what laws you need to know, and how to protect your business while sending better messages—with help from tools like TruText.
Whether you’re a solo entrepreneur or managing a growing team, this guide will help you stay compliant and confident with every message you send.
Table of Contents
Understanding SMS marketing compliance
To text your customers the right way, you need to know the rules for SMS marketing. These guidelines make sure you message people legally—and in a way they’ll appreciate.
What is SMS compliance?
SMS compliance means following laws like the TCPA text message rules and SMS consent laws before you hit send. These regulations protect customers from unwanted texts and spam. You can’t just collect phone numbers and start messaging—you need proper permission first.
Why is compliance important?
Skipping the rules can cost you—literally. But it’s not just about money. If people feel bothered or misled, they won’t want to hear from you again.
That’s why following SMS marketing compliance is so important. It keeps your business safe and helps customers feel respected. You’ll need to:
- Ask permission before you message anyone
- Make it easy to reply “STOP” and opt out
- Be upfront about what you’re sending and how often
Next, we’ll break down a simple checklist you can follow—step by step—to keep every text you send on the right side of the law.
4 Important SMS compliance checklist for your business
You already know SMS compliance is serious. Now let’s break it down with a simple SMS compliance checklist. Follow these four steps to stay legal, build trust, and keep your text campaigns running smoothly.
Step 1: Get clear permission
You need to ask your customers for permission before sending any text messages. SMS consent laws require a clear “yes,” such as:
Checking a box that says “I agree to receive marketing texts”
Tapping a button to opt in
You can choose a single opt-in (one step) or double opt-in (confirm twice). Double opt-in adds extra protection—but whichever you pick, make sure you have a reliable record of their permission.
Step 2: Provide easy opt-out options
Once someone opts in, make it just as easy for them to opt out. Every marketing message should include a line like:
“Reply STOP to unsubscribe.”
The opt-out should happen right away. As soon as someone sends STOP or UNSUBSCRIBE, they should be removed from your list automatically. This shows you respect their choice and keeps you following SMS opt-in rules.
Step 3: Maintain clear terms & conditions
SMS marketing doesn’t just involve getting consent and handling opt-outs; you also need to have clear terms and conditions in place. These terms should explain what customers can expect such as,
How often you’ll text
What types of messages to expect
Any message or data fees
Also explain how you store and protect customer data, and link to your privacy policy. Make these terms easy to find—either in your campaigns or on your website—so customers always know where to look.
Step 4: Follow key SMS compliance laws
It’s not enough to just follow the opt-in rules; you must also be aware of the various laws that apply to SMS marketing.
Telephone consumer protection act (TCPA) – U.S.
Requires prior express written consent before sending any marketing text
Covers all automated or prerecorded messages to mobile phones
Violations can result in fines up to $500–$1,500 per message
Applies to commercial SMS messages just like email
Mandates clear identification of the sender and honest subject lines or message starts
Requires inclusion of an easy opt-out method
General data protection regulation (GDPR) – EU
Governs how you collect, store, and process personal data for EU citizens
Requires explicit consent and full transparency on data usage
Grants individuals the right to access, correct, or delete their data
Different countries and regions may have additional SMS or privacy laws. Always check local requirements if you’re texting customers outside the U.S. or EU. Familiarizing yourself with these laws ensures your business stays compliant and avoids potential fines.
Common SMS compliance mistakes to avoid
Now that you know the SMS compliance checklist, let’s look at common slip-ups and how to avoid them:
Sending texts without clear permission
As we said before, you must get clear consent before sending any marketing messages. You can’t just text people without their permission. Following SMS consent laws is one of the most important rules.
You can get consent in a few simple ways:
- Sign-up form: Let customers tick a box agreeing to receive marketing texts
Keyword opt-in: Ask people to text a word like “JOIN” to subscribe
- On your website: Add a message about receiving marketing texts and ask for consent when customers check out.
- In-person: When people visit your store or attend events, ask them to opt-in to receive messages.
Not identifying your business
Always let your customers know who is sending the message. If your business name isn’t clear, people might not trust the text. Make sure every SMS includes your business name, so customers know exactly who is reaching out.
Ignoring opt-out requests
Customers have the right to stop getting your messages whenever they want. If someone asks to opt out, you must respect their choice. Ignoring opt-out requests is a big mistake and can lead to fines and bad reviews. Always include a clear and easy way for customers to unsubscribe.
Sending texts at the wrong time
There are rules about when you can send SMS messages. Sending messages too early in the morning or late at night can break TCPA text message rules.
Protecting customer information
Your customers trust you with their personal information. It’s really important to keep that data safe and follow all the rules for protecting it. Make sure you use strong security to protect the information you collect.
How TruText helps you ensure SMS compliance
At TruText, our goal is simple; to help businesses connect with their customers through SMS marketing while following all the rules.
With TruText, you can focus on growing your business, and we’ll take care of keeping you compliant with the law. Here’s how we do it:
Automated opt-in confirmation
When you send a message to someone for the first time using TruText, we have an automation feature that automatically sends a confirmation message to the customer.
This message tells the customer who you are and gives them an easy way to opt-out if they don’t want to receive messages.
For example, if you text a customer first time saying,
“We received your information from our form. When is a good time to talk?”
TruText will send this message first along with your text:
“Welcome to [Business Name]. Msg & data rates may apply. Msg frequency varies. Reply HELP for help. Reply STOP to Opt out.”
This message helps the customer understand who is texting them and how they can stop receiving messages if needed.
Automatic opt-out handling
If a customer no longer wants messages, they can reply with STOP, CANCEL, or UNSUBSCRIBE. TruText instantly removes them from your list and confirms:
For example,
Customer replies: “STOP”
TruText replies:
“You’ve been unsubscribed and will no longer get messages from [Business Name]. Reply START to resubscribe.”
This makes sure you never accidentally send messages to someone who no longer wants them.
Built-in compliance templates
TruText offers ready-made message templates designed for compliance. These templates help you stay on track without stress.
Include consent reminders
Provide clear opt-out instructions
Follow best practices for frequency and content
Using these templates takes the guesswork out of compliance and keeps your campaigns on track.
Secure storage of customer consent records
TruText keeps a safe record of every customer’s consent, so you can always see who agreed to get your messages and when. This helps protect your business and makes sure you’re following the right SMS consent laws.
Stay compliant and successful with TruText
Following SMS compliance rules keeps your business safe and builds trust with your customers. TruText helps you get consent, manage opt-outs, and keep your messages clear, all automatically.
With TruText, you can focus on growing your business while staying compliant.
Try TruText free today or book a demo to get started!
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FAQs about SMS compliance
Q: Do I need to get consent every time I send a message?
A: No. Once a customer opts in, you can send them messages until they opt-out. Just follow the rules and respect their preferences.
Q: Can I send marketing texts to someone who gave me their number in person?
A: Even if someone gives you their number in person, you still need to ask for their permission to send marketing messages. For example, you could send a welcome text asking them to reply with “JOIN” to confirm. That second step gives you proof of consent.
Q: Can I send SMS messages to customers who haven't opted in?
A: No. Sending messages without permission is against the law. Always get consent before sending marketing messages.
Q: How can I avoid my messages being marked as spam?
A: To prevent this, include clear opt-out instructions, identify your business, and avoid sending unsolicited content. Respecting customer preferences helps maintain trust.
Q: What happens if I accidentally send a message to someone who didn’t opt-in?
A: You could face fines. Always ensure you have permission before sending marketing messages. Using tools like TruText can help manage opt-ins and opt-outs automatically.
