Don’t Break the Law: How to Be TCPA and CTIA Compliant for Text Message Marketing

Pony Express HQ
Mar 3, 2018 · 3 min read

This guide is for informational purposes only. We recommend contacting an attorney to seek additional advice pertaining to the TCPA (Telephone Consumer Protection Act) and SMS — text marketing best practices in general.

At Pony Express HQ, we want people to have a great experience when sending and receiving text messages online with businesses and communities.

How to Be TCPA and CTIA Compliant for Text Message Marketing | Pony Express HQ
How to Be TCPA and CTIA Compliant for Text Message Marketing | Pony Express HQ
How to Be TCPA and CTIA Compliant for Text Message Marketing | Pony Express HQ

If you’ve never heard of the TCPA and CTIA, here’s a quick primer for how to follow best practices and guidelines for text message marketing. This post is meant for general information only, for legal advice, please consult a professional.

What is the TCPA, and why should I care?
TCPA stands for the “Telephone Consumer Protection Act” and was passed into law in 1991. The TCPA limits the use of robo-dialing systems, artificial or prerecorded voice messages, SMS text messages, and fax machines.

What happens if I violate the terms of the TCPA?
People may bring suit in local small claims court or the state court for damages up to $500 for each violation. 🚫

What is the CTIA, and why should I care? 👀
The CTIA, or Cellular Telecommunications and Internet Association, represents the U.S. wireless communications industry and the companies throughout the mobile ecosystem in the United States, such as carriers and suppliers. The CTIA promotes the industry’s voluntary best practices.

What happens if I don’t follow the CTIA best practices?
While the TCPA is federal law, the CTIA is not. If you are not following CTIA guidelines, wireless carriers may be unhappy and decide their appropriate course of action, such as suspending your account.

What are the best practices for being TCPA and CTIA compliant?

General guidelines include and are not limited to:

  • Get permission to message your customers.

See this blog post; the top 3 ways how to collect SMS text message opt-ins

  • Acquire the customer’s explicit consent to receive informational messages via SMS text message.
  • Acquire the customer’s express written consent to receive marketing messages via SMS text message. Written permission may include electronic or digital forms of signature (such as a website form, text message, or email).
  • Maintain a record of each customer’s consent.
  • Disclose useful information and opt-out instructions.📝
  • Offer the ability to revoke consent and opt-out at any time (e.g., a STOP keyword.)

See also this blog post for; how to opt-out from text campaigns 🚫

  • Disclose that message and data rates may apply.
  • If you are asking people to subscribe to a recurring SMS text message campaign (such as a weekly or monthly updates), then clearly explain the regularity of text messaging (i.e. “sign up for weekly updates”).
  • Message thoughtfully and carefully.
  • Message people between the hours of 9:00 am and 9:00 pm, local timezone.
  • Be specific. Messaging “Text YES to ### subscribe to Pony Express HQ’s weekly update and receive deals” is more likely to increase your opt-in rate than a message like “Text YES to subscribe.”
  • Be smart. Do not include content that involves illegal behavior or substances, violence, adult content such as nudity, profanity, or hate speech.

Remember — customers are giving you access to their most personal and private device — their mobile phone number. Use this privilege wisely, respect people’s privacy, and treat others as you wish to be treated.

✅ Learn SMS Text Marketing: The Top 6 Reasons People Opt-in to Branded Text Messages

Are you ready to start experimenting with SMS text message marketing to make your business run better? It is free to sign up, and 100 free text message credits from us. 🎉 No contracts, no credit card, and no coding required.

Go forth and text responsibly!

Happy Texting,

The Pony Express HQ Team 💬


See the original Pony Express HQ blog post: How to be TCPA and CTIA Compliant when Text Message Marketing


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