Introduction to SMS Compliance

Ensuring your store remains compliant as you grow your SMS program is our number-one priority, so we've put together this article to introduce you to foundational compliance knowledge.

If you want a deep dive into SMS compliance, you can check out the articles linked in the Additional Resources section of this article.

What is SMS Compliance?


In short, SMS compliance is adhering to the rules and regulations that dictate how businesses can use SMS and MMS messages to contact their consumers. This includes how shops collect subscribers, the content of the messages that shops send, how frequently shops can send messages, and what time of day messages can be sent.

Shops are obligated to comply with these rules and regulations. Non-compliant shops run the risk of being shut down by wireless carriers, and once this happens, the process to regain access can be time-consuming and frustrating. Shops also run the risk of expensive and time-consuming class action lawsuits.

SMS Compliance Laws and Regulations


SMS compliance is informed by two entities: the Telephone Consumer Protection Act (TCPA) and the Cellular Telecommunications Industry Association (CTIA).

What is TCPA?What is CTIA?

The Telephone Consumer Protection Act (TCPA) and its accompanying regulations control how companies can use SMS and MMS text messaging services to reach out to their consumers.

It is your responsibility to ensure that you understand and are complying with all relevant TCPA regulations when using Postscript to send messages to your consumers. Therefore, you should familiarize yourself with all applicable TCPA laws and relevant industry guidelines that build on these laws, including the CTIA guidelines for text message marketing.

You can boil down the TCPA’s regulation of SMS marketing campaigns to the following:

Consumers have the right not to receive unsolicited marketing communications via SMS, and companies should not send consumers automated SMS marketing text messages unless they have obtained a consumer’s prior express written consent.

Key Elements of Compliance


We've identified four key elements of compliance that your shop should be mindful of when collecting and messaging your subscribers.

Opt-In ConsentMessage CopyOpt-OutsQuiet Hours

You should include TCPA and CTIA-compliant consent language anywhere a consumer is giving their consent to receive automated marketing messages. Missing or incorrect consent language is a TCPA violation and can result in major fines for your shop.

Here are some examples of places where consent language must be displayed:

  • Popups (desktop and mobile)
  • Social media stories or posts
  • Print media (package inserts, flyers, product packaging, etc.)
  • QR codes displayed in print or digital media
  • Forms or landing pages on your website
  • Banners, website footers, email campaigns, or anywhere else you display the call-to-action "Text KEYWORD" and your toll-free number or short code.

Below is TCPA and CTIA-compliant consent language:

*I agree to receive recurring automated marketing text messages (e.g. cart reminders) at the phone number provided. Consent is not a condition to purchase. Msg & data rates may apply. Msg frequency varies. Reply HELP for help and STOP to cancel. View our Terms of Service and Privacy Policy.

Additonal Resources


At Postscript, we're committed to helping you stay up-to-date with legislation and guidelines that impact compliance.

Below we've gathered a few additional resources you can review for the latest compliance updates.

Get Support


Have questions? Please feel free to reach out to our wonderful Support team at support@postscript.io or via live chat. You can also submit a support request here!

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