SMS Keyword Opt-In Advertising: Best Practices Guide
When advertising SMS keyword opt-in to the public, industry standards set by the CTIA (Cellular Telecommunications Industry Association) require specific disclosures in all public calls to action. Failing to meet these standards can result in compliance violations and program suspension.
Example Call to Action - update with your own elements
To receive Konexus County Fair notifications, text KONEXUSFAIR to 38276.
You will only be contacted regarding Konexus County Fair updates. Your privacy is protected and your information will not be shared. Message frequency varies. Reply HELP for help or STOP to cancel. Message & Data Rates May Apply. [Privacy Policy] | [Terms & Conditions]
Required Elements for All Public Calls to Action
Every public-facing SMS opt-in advertisement must include all six of the following elements:
1. Message Frequency
Clearly state how often subscribers can expect to receive messages. Acceptable examples include:
- "Message frequency varies."
- "Up to 2 messages per month."
- "Recurring messages."
2. Service Description
Briefly describe what the program is and what types of messages subscribers will receive. Subscribers should know exactly what they're signing up for.
3. Help and Stop Commands
Help and stop commands must be bolded and in ALL CAPS. The following phrasing is preferred verbatim:
Reply HELP for help or STOP to cancel.
4. Privacy Statement
Include either the full text of your privacy policy or a clearly labeled link to it (e.g., Privacy Policy).
5. Message & Data Rates Disclosure
The following phrase must appear verbatim:
"Message & Data Rates May Apply"
6. Program Terms
Include either the full terms of the program or a clearly labeled link to them (e.g., Terms & Conditions).
Example Call to Action
To receive Konexus County Fair notifications, text KONEXUSFAIR to 38276.
You will only be contacted regarding Konexus County Fair updates. Your privacy is protected and your information will not be shared. Message frequency varies. Reply HELP for help or STOP to cancel. Message & Data Rates May Apply. [Privacy Policy] | [Terms & Conditions]
Additional Resources
Use the following references when building out compliant SMS opt-in programs:
- Twilio – Industry Standards for Opt-Ins (US Short Codes) https://help.twilio.com/articles/223134707-Industry-Standards-for-opt-ins-for-US-Short-Codes
- Callfire – 5 Compliance Tips from the CTIA Short Code Monitoring Handbook https://callfire.my.site.com/answers/s/article/5-Compliance-Tips-from-the-CTIA-Short-Code-Monitoring-Handbook-You-Need-to-Know
- Bandwidth – Understanding CTIA Severity Levels for Short Code Compliance https://www.bandwidth.com/support/en/articles/12823162-understanding-ctia-severity-levels-for-short-code-compliance
- CTIA Program Monitoring Handbook v1.9 https://kb.mobilesecuregateway.com/support/solutions/folders/47000768267
- CTIA Mobile Rules & Guidelines https://kb.mobilesecuregateway.com/support/solutions/47000520398 https://support.callhub.io/hc/en-us/articles/900001360223-Using-Short-Codes-while-complying-with-CTIA