When do I need permission to text someone? How do I know I really have permission? Are they contacts or subscribers!?
Did you know that you must legally obtain permission to send a text message to a mobile device?
The latest edition of the CTIA’s Best Practices Guide for SMS Marketing and Communications, released on January 19, 2017, places an additional degree of emphasis on consent and TCPA compliance.
As stated in our terms and conditions and usage policy, all of our clients have a legal obligation to ensure that their contact lists and messaging content are compliant with all applicable state and federal laws, as well as all requirements established and enforced by the CTIA that regulate SMS/text messages transmitted via short code.
The Telephone Consumer Protection Act (TCPA) went into effect in 1991, and it has since been modified to include SMS/text messaging.
In a nutshell, the TCPA stipulates that businesses and/or organizations must receive express written consent from individuals prior to sending any SMS/text messages to them.
Obtaining an individual’s phone number—regardless of whether they are a potential lead, an existing client, a former customer, or a member of your group or organization—is not the same as receiving permission to contact them.
There are only a few special exceptions under the TCPA (such as appointment reminders and delivery notifications) that may be subject to exemption. For additional information about compliance guidelines that apply to specific industries and/or audiences, The Data and Marketing Association’s Comprehensive Guide to Compliance is a useful resource.
The TCPA provides for a private right of action and statutory damages and permits class-action lawsuits. Damages start at $500 and go up to $1,500 per recipient for each text message sent.
If you are unsure as to whether your contact list meets the established criteria for consent outlined by the TCPA and CTIA documents referenced (and linked) above, we advise you to consult with your organization’s compliance team and/or legal counsel.
To enable contact import permissions, please complete the following steps:
A member of our team will review your request and make every attempt to respond within one business day.
If your request is approved, you will receive a confirmation message and instructions for uploading your list as a CSV file into our system.
If your request is not approved, an alternative method for building a compliant contact list (such as keyword opt-ins or web form opt-ins) may be recommended, along with instructions and tips to help you succeed.
Disclaimer: Please note that this advice is for informational purposes only and is neither intended as nor should be substituted for consultation with appropriate legal counsel and/or your organization’s regulatory compliance team.