The CTIA Messaging Guidelines say that all A2P messaging requires customer consent. The type and extent of consent needed for each is based on the messaging type and frequency. All A2P messaging campaigns must support established opt-out keywords – if a customer wants to revoke their consent, your campaign must let them.
Consumer initiated conversational | Informational | Promotional |
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Conversational messaging is a back-and-forth conversation via text. If the consumer initiates the conversation and the business simply responds, then it is likely conversational and no additional permission is expected. | Informational messaging is when a consumer gives their phone number to a business and provides their consent to be contacted in the future for a non-promotional purpose. Appointment reminders, welcome texts, and other non-promotional alerts fall into this category. | Promotional messaging contains a sales or marketing promotion. Adding a call to action (e.g., a coupon code to an informational text) may place the message in the promotional category. Businesses require the consumer’s written consent to send promotional messages. |
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Implied consent If the consumer initiates the text message exchange and the business only responds to each consumer with relevant information, then no verbal or written permission is expected. |
Implied consent If the consumer initiates the text message exchange and the business only responds to each consumer with relevant information, then no verbal or written permission is expected. |
Implied consent If the consumer initiates the text message exchange and the business only responds to each consumer with relevant information, then no verbal or written permission is expected. |