1. Business Texting (Legal Compliance)
In the U.S., SMS communications are regulated by the Telephone Consumer Protection Act (TCPA) and industry standards from the CTIA. Non-compliance can result in fines ranging from $500 to $1,500 per message.
Core Requirements
1. Obtain Express Written Consent
You must have clear, documented permission before sending marketing messages.
Important: Email consent does not count as SMS consent.
2. Identify Your Brand
Every message must clearly state who is sending it.
Example: “Brand Name: Your order is ready.”
3. Include Opt-Out Instructions
Provide a simple way to unsubscribe in every message.
Common keywords: STOP, UNSUBSCRIBE, CANCEL
4. Respect Quiet Hours
Federal limits: 9 p.m. – 8 a.m. (recipient’s local time)
Some states (e.g., Florida): 8 p.m. – 8 a.m.
5. Avoid Prohibited Content (SHAFT)
Carriers often block messages related to:
Sex
Hate speech
Alcohol
Firearms
Tobacco (including CBD/Cannabis)
2. Personal Texting (Etiquette)
While not regulated by law, good etiquette helps maintain positive communication.
Best Practices
Be mindful of timing
Avoid early morning or late-night messages unless urgent. A safe window is 9 p.m. – 9 a.m.
Keep messages concise
Short, clear messages are more effective than long texts.
Avoid double texting
Wait for a response before sending follow-ups.
Maintain professionalism at work
Use clear language, avoid slang/emojis, and introduce yourself if needed.
Use reactions when possible
Instead of sending “OK” or “LOL,” use reaction features to reduce notification clutter.
3. Strategic SMS Best Practices (2026)
To maximize engagement and reduce opt-outs, follow these guidelines:
Optimal Frequency
Recommended: 2–4 messages per month
Risk zone: 10–15+ messages/month (higher unsubscribe rates)
Best Timing
Highest conversions: 4 p.m. – 7 p.m.
High engagement: 12 p.m. – 3 p.m. (lunch hours)
Best Days
Top revenue: Mondays & Tuesdays
Strong engagement: Thursdays & Saturdays
Segmentation & Personalization
Use customer data (e.g., behavior, purchase history) to send relevant messages instead of generic blasts.
Message Structure
Keep under 160 characters
Start with the value
End with a single, clear CTA
4. Message Templates (Compliant Structure)
All templates follow this format:
[Brand] + [Offer] + [Urgency/Link] + [Opt-out]
1. Flash Sale (High Urgency)
Best for limited-time promotions.
[Brand Name]: FLASH SALE!
Get [Percent]% off everything for 24 hours. Use code [CODE]: [Link]
Text STOP to opt out.
2. Welcome Offer (New Subscribers)
Best for immediate conversion after sign-up.
[Brand Name]: Thanks for joining!
Enjoy [Percent]% off your first order: [Link]
Msg&data rates may apply. Reply STOP to cancel.
3. Abandoned Cart (Recovery)
Best for recovering lost sales.
[Brand Name]: Did you forget something, [Name]?
Complete your order here: [Link]
Text STOP to unsubscribe.
4. VIP Early Access (Loyalty)
Best for rewarding top customers.
[Brand Name]: VIP ONLY
Shop our new collection before anyone else: [Link]
Reply STOP to opt out.
5. Re-engagement (Win-back)
Best for inactive customers.
[Brand Name]: We miss you, [Name]!
Enjoy a $[Amount] credit on your next order: [Link]
Text STOP to end.
5. Quick Tips for Better Results
The 160-Character Rule
Messages over 160 characters may be split into multiple segments, increasing costs. If you need to use more than 160 characters, you should add an audio or image file so your message is not split.
Use Short Links
Shortened URLs (e.g., branded links or platform tools) save space and improve tracking.
Be Strategic with Capitalization
Use ALL CAPS sparingly for key words like SALE or OFFER to grab attention without overwhelming the reader.
Summary
Businesses must follow strict legal requirements (consent, identification, opt-out, timing, content restrictions).
Individuals should follow etiquette to maintain clear and respectful communication.
Strategic messaging—timing, frequency, personalization, and concise structure—drives better results while reducing opt-outs.