Let’s be honest. Texting your customers might seem simple—just tap a message, hit send, done. But if you're running a business, it’s not quite that casual. There’s a maze of rules, expectations, and even some unspoken etiquette you’re expected to follow. Ignore them, and best case, you annoy someone. Worst case? You get blocked—or fined.
Here's a breakdown of the essentials, not from a legal lecture, but from the perspective of someone who’s tried this, made a few missteps, and figured out what actually matters.
1. Register Your Number
Before anything else, make sure your business texting number is registered. Whether it's a local 10-digit number, toll-free, or a short code—carriers want to know you're legit. Unregistered numbers can get flagged or throttled, which means your messages might never reach your customers.
This step is often overlooked because it feels... bureaucratic. But skipping it is like trying to host a radio show without a frequency. You're shouting into the void.
2. Get Clear Opt-In Consent
You must get consent. Not the vague kind where someone gives you their business card at a networking event and you assume it’s cool to text them. Actual, written opt-in.
It doesn’t have to be complicated. A simple call to action like:
"Text JOIN to 123456 to get updates. Msg & data rates may apply. Reply STOP to opt out."
That covers it. But make sure it’s written somewhere clear. No sneaky stuff.
3. Set Expectations Early
Once someone opts in, let them know what they’ve signed up for. A welcome message can do the trick:
“Thanks for subscribing to Acme Text Alerts! Expect 1-2 texts per week with promotions and updates. Reply STOP to opt out.”
This isn’t just polite—it builds trust. And if you overpromise or surprise them later with too many messages, they’ll leave. Fast.
4. Make It Easy to Get Help
People get confused. Or annoyed. Or both.
Your messages should always make it obvious how to get support. "Reply HELP" should give them a way to reach a real human or find more info. It shows you care, even if they never use it.
5. Let People Leave
This one’s big. If someone wants to stop receiving messages, let them. Immediately. No guilt trip. No “Are you sure?” loops.
Just:
“You’re now opted out and won’t receive further messages.”
Also, monitor variations. Not everyone texts “STOP.” Some type “please unsubscribe” or even “tsop.” Look for the intent, not the spelling.
6. Text at Reasonable Times
Would you like to be woken up at 6 a.m. with a BOGO offer? Probably not.
The general rule: 8 a.m. to 9 p.m. local time. But states like Florida and Oklahoma are stricter. I recommend a safe zone of 11 a.m. to 8 p.m. ET—broad enough to catch most U.S. time zones.
7. Don’t Overdo It
This part’s tricky. Some folks love frequent texts; others get irritated after two. Research shows once a week or every other week is the sweet spot for promotional content.
If someone texts you first though? Feel free to reply as often as necessary. That’s a conversation, not a broadcast.
8. Avoid Prohibited Content
This should go without saying—but just in case: no adult content, hate speech, guns, drugs (including cannabis in most cases), or misleading messages.
Even alcohol promos require age verification. If your content’s in a gray area, ask someone. Don’t risk it.
9. Know Your Local Rules
Some states have specific laws around texting. Like Alabama? No texts on Sundays. Florida? No more than three texts per day. It’s... a patchwork.
So yes, you’ll need to do some research. Or at least check with your provider if you’re unsure.
Bottom line? Texting compliance isn’t about following rules just because they’re rules. It’s about respect. Respecting your audience’s time, attention, and trust. Get that part right, and the rest gets a lot easier.