SMS is a highly regulated channel and is subject to different rules, regulations, and carrier requirements. Certain message content is prohibited and wireless carriers will reject SMS and MMS messages containing prohibited content by default.
SMS has two main laws that have been implemented and enforced by the FCC (Federal Communications Commission): the TCPA and the CAN-SPAM Act. SMS also has one main set of principles that is called CTIA Guidelines and has been implemented by the CTIA, which is a trade association representing the wireless communications industry in the United States.
How Can You Remain TCPA Compliant?
Being compliant when it comes to SMS marketing is crucial in order to avoid lawsuits and expensive penalties for TCPA violations. In the below sections you will be explained how you can remain compliant.
You are only allowed to send marketing messages to those who subscribed to your text list. To have peace of mind that you’re growing your list in a compliant way, you need an SMS marketing platform that takes compliance seriously. Recart only provides SMS opt-in tools that are 100% compliant to TCPA, CAN-SPAM, and CTIA regulations.
Clear, readable offer
TCPA and CTIA-compliant legal language
Send a legal welcome 1st message
This is included in all Recart SMS Flow by default as it is mandatory in order to comply with regulations.
Include the business name as the first item in the message
This needs to be followed in every message that isn't tied together with other messages. E.g.: messages in flows after delays, campaigns.
Offer clear opt-out language "Reply STOP to opt-out" in most campaigns
Certain carriers recommend providing explicit opt-out instructions in every fifth message.
Stop messaging customers after they opted out.
This is done automatically by Recart, we block all messages moving forward, even manual ones. Learn more about how customers can opt-out of your list in this article.
Adhere to CTIA's SHAFT rule
The CTIA prohibits text messages that contain words related to sex, hate, alcohol, tobacco, and firearms (SHAFT). Even if your message isn’t related to SHAFT industries, using words that are similar can keep your texts from being delivered. That’s why it’s best to avoid keywords that increase the likelihood of triggering SMS spam filters.
Promoting alcohol is possible if the website is age-gated (no one under 21 can access it)
Avoid messaging customers too many times and inside quiet hours.
We recommend setting up Smart sending to 8 hours, and Quiet hours from 9:00 PM to 9:00 AM. Learn more about Smart sending and Quiet hours in this article.
Send a maximum of one abandoned cart SMS message, within 48 hour
You can only send one shopping cart reminder text message per month, which means that you can no longer send a series of reminders
You must send the abandoned cart text message within 48 hours of the shopping event
You cannot complete a purchase using credit card details sent via SMS or collect payment via SMS in any manner
Deliverability is the ability to land your SMS messages into subscribers’ phones.
Main reasons for declining deliverability
No welcome message with clear info and instructions (HELP, STOP)
No clear opt-out language in campaigns
Too many messages to a subscriber base in a short period of time
Prohibited content on link
Violation of SHAFT
Make sure you do not include prohibited content in your messages in order for successful delivery.
If you have remaining questions regarding SMS compliance and deliverability, do not hesitate to contact the Customer Support team.