Ever wondered how companies get your phone number to send you text messages?

The answer lies in SMS opt-ins. It helps in building a direct communication channel with customers, allowing businesses to send targeted marketing messages.

According to Forbes, SMS has a 98% open rate—3.7x higher than email (26.8%). Also, 90% of people reply within 30 minutes, making it perfect for urgent messages.

However, it's crucial to know the importance of obtaining consent with laws such as GDPR, TCPA, etc., before sending messages. Consent is required to comply with legal regulations. Ignoring these regulations can lead to severe consequences.

However, obtaining consent demands a thorough compliance with privacy-focused laws such as GDPR and TCPA (Telephone Consumer Protection Act) before sending messages.

Companies that don't follow these laws can face serious consequences. For example, in 2021, Amazon was fined a whopping €746 million (about $888 million) for violating GDPR rules in Europe. 

In this article, let’s explore SMS opt-ins are and find out some real-world SMS opt-in message examples.

What is an opt-in text message?

An opt-in text message is a permission-based SMS campaign where subscribers explicitly consent to receive marketing messages from a business. This process involves more than just collecting phone numbers; it's about establishing a clear agreement between the company and the customer.

Key types of SMS opt-in procedures

Typically, customers agree to receive opt-in SMS by texting a keyword, giving the business permission to send them messages. The three primary types of SMS opt-in procedures are as follows:

1.Single opt-in

A single opt-in is the simplest process where a recipient gives their consent in one step without any confirmation.

Example:

2.Double opt-in

Double opt-in involves an extra layer of verification. After the initial consent, the recipient receives a confirmation message (e.g., “Reply YES to confirm”). This ensures the number belongs to someone genuinely interested.

Example: 

3.Soft opt-in 

The "soft opt-in" rule lets businesses send marketing messages to customers who've bought from them before, without needing explicit permission each time. Any company selling directly to consumers can use it, as long as they're promoting similar products or services. This is especially handy for businesses with repeat customers, like retail shops or subscription services.

But there are some important rules to follow. The customer's details must have been collected during a sale or negotiation, and they must be given an easy way to opt out in every message. It doesn't work for charities, political groups, or new contacts from bought lists.

Misusing this rule can lead to hefty fines, as Papa John's found out when they were hit with a £10,000 penalty.

Example: "Thank you for your recent purchase! Don’t miss our latest offers: [link]. Reply STOP to opt out."

Additional types of SMS opt-in processes 

Prospects can consent to receive text messages from your business in the following five ways as well:

1.Verbal consent

The individuals can verbally consent to receive SMS messages over the phone or in person. Businesses must document this consent and a summary of the conversation.

2.Website form opt-in

Customers can provide consent by filling out a form on your website. This can be a dedicated opt-in form or a form embedded in other website content.

3.Paper form opt-in

Customers can consent by completing a physical form in-store. The form should clearly state that the customer is opting in to receive SMS messages and an explicit opt-in message.

4.Text-to-join

Your contacts can initiate the opt-in process by texting a keyword or specific phrase to your business's designated number. 

5.QR code opt-in

Customers subscribe by scanning a QR code, which prompts them to enter their phone number to opt in. This code can be on posters, product packaging, or your website.

SMS regulations and compliance: An outline

Please note that SMS regulations and compliance requirements can vary by country and jurisdiction. It's essential to consult with legal counsel to ensure full compliance This information is provided for general knowledge only and does not constitute legal advice.

In 2024, IBM notes that the global average cost of a data breach hit $4.88 million, a 10% rise from the previous year. This shows the growing financial impact of cybersecurity incidents worldwide.​

Complying with SMS regulations

To ensure compliance with SMS regulations, it's necessary to adhere to specific guidelines. Here are some key points to remember:

• Explicit consent: As noted before, obtain clear consent from customers before sending promotional or marketing text messages.
• Clear opt-out instructions: Provide easy-to-follow instructions for customers to opt out of receiving messages. This can typically be done by texting a specific keyword like "STOP."
• Frequency: Be mindful of the frequency and timing of your messages. Aim to send about 4-5 texts per month to start, and don't go over 10-15 unless you want customers hitting that unsubscribe button. 
• Timing: Here, Adhere to the Telephone Consumer Protection Act (TCPA) regulations—no texts before 8 AM or after 9 PM in the recipient's time zone. Mid-afternoon usually works best, but avoid Mondays and rush hours. The sweet spot is between 10 AM and 8 PM.
• Carrier compliance: Adhere to carrier-specific guidelines and regulations.

Compliance measures regarding promotional and transactional messages

When sending SMS messages, it’s important to distinguish between promotional and transactional messages. They both serve different purposes and are subject to varying compliance regulations from one country to another. Here’s how:

1.Promotional messages

These messages are designed to enable customer engagement, such as making a purchase or taking advantage of a special offer. Promotional messages generally include texts about discounts, flash sales, and exclusive promotions. 

Marketing SMS faces stricter rules that vary by country, including the US and UK. For instance:

• U.S.some text
  • The Telephone Consumer Protection Act (TCPA) requires explicit opt-in consent before sending promotional SMS.
  • Messages cannot be sent before 8 AM or after 9 PM in the recipient's local time.
• UKsome text
  • The Privacy and Electronic Communications Regulations (PECR) mandates businesses to obtain prior consent for promotional texts.

2.Transactional messages

Transactional messages provide essential information and are subject to fewer regulations. Common examples include order confirmations, password resets, and two-factor authentication codes.

• U.S.some text
  • TCPA rules allow transactional messages without explicit opt-in, provided the recipient’s number was collected as part of the transaction.
• UKsome text
  • PECR allows transactional messages without prior consent, provided they are necessary for fulfilling a contract or providing a requested service.
    

SMS marketing compliance varies by country, with regions like Canada, Australia, and the EU enforcing strict privacy rules. Businesses should also understand local regulations, like CASL in Canada or GDPR in the EU, to ensure global compliance.

SMS opt-in message examples

Here are some practical SMS opt-in message examples used by brands in different business scenarios:

SMS marketing

Popup website form 

A popup appears on the website encouraging users to subscribe to SMS updates in exchange for a discount or perk. 

SMS keyword promotion

Customers can opt-in by texting a specific keyword to a shortcode.

Website form fill 

Users fill out a dedicated form on your website to subscribe to SMS marketing.

Footer form fill

A small form in the footer of the website invites visitors to sign up for SMS updates.

Checkbox form

A simple checkbox added to forms, such as during checkout or account registration, lets users opt-in to receive SMS messages. 

Mobile QR code

Customers scan a QR code with their smartphones, leading them to a page where they can subscribe to SMS updates.

Customer support

Paper form

Customers fill out a physical SMS opt-in form in-store or at an event to opt in for SMS support or updates.

Example:

"Sign up for SMS notifications! Fill out this form to receive support updates and service alerts. Msg & data rates may apply."

Website checkbox opt-in

An optional checkbox on a contact or checkout form lets customers consent to SMS notifications.

Text opt-in

Customers initiate the text message opt-in by texting a keyword to a shortcode.

SMS keyword campaign 

Customers opt-in by texting a specific keyword to a shortcode to receive promotions, support updates, or special offers. 

Verbal opt-in confirmation 

Customers verbally confirm their agreement to receive SMS updates, often during a phone call or in-store interaction. 

Example:

"By saying 'Yes,' you agree to receive SMS updates regarding your support requests. Msg & data rates may apply. You can opt out anytime by replying STOP."

Sales

Online demo request form

Customers opting in to learn more about your product can do so via a demo request form with an SMS opt-in checkbox. This matches the style of the previously displayed checkbox form.

Example:

"✔ Yes, I’d like to receive SMS reminders and updates about my product demo. Msg & data rates may apply."

Contact us form

 A checkbox on the contact form allows customers to subscribe to SMS sales notifications. This is similar to that of the checkbox form image shown earlier.

Example:

"✔ I agree to receive SMS updates about promotions and sales inquiries. Msg & data rates may apply."

Verbal opt-in 

Sales reps ask customers for verbal consent to receive SMS updates during a phone call or meeting.

Example:

"Would you like to receive SMS updates about our latest deals? By opting in, you agree to our terms. Msg & data rates may apply."

Via text 

Customers text a keyword to opt in for sales offers or product information.

Physical form

Customers provide their phone numbers and consent on a physical form at a sales event or store. 

Example:

"Sign up for SMS notifications! Provide your phone number below to get updates on our latest offers. Msg & data rates may apply."

Make your SMS opt-in campaigns more impactful with Plivo CX

Launching an effective SMS opt-in campaign can be streamlined with a suitable tool in place. With Plivo CX, you can simplify SMS opt-in, manage compliance, and deliver impactful messages, and more. 

Here are some features you can try:

• Personalization and automation: Utilize Plivo CX's AI-driven customer engagement platform to craft personalized welcome messages. The platform's Copywriter AI can generate highly customized content based on your campaign objectives, brand voice, and message length.
  
  
• Timing and frequency: The tool also lets you schedule messages at optimal times across time zones for the maximum impact. You can also maintain thorough compliance with regulations.
  
  
• Segmentation and targeting: Use the Audiences feature to segment your customers based on complex rules, such as purchase history or engagement levels. You can send targeted opt-in campaigns to specific groups, increasing relevance and engagement.
  
  
• Omnichannel approach: Integrate your SMS opt-in campaign with other marketing channels for a consistent messaging across all platforms. Leverage each channel's strengths for a more comprehensive opt-in strategy. The platform also allows for strategic scheduling, enabling you to deploy campaigns immediately or at optimal future times.
  
  
• Analytics: Take advantage of Plivo CX's detailed analytics to track performance metrics to measure ROI and effectiveness. Use these insights to continuously refine your approach, adjusting message content, timing, and targeting for better results.

Plivo CX can also leverage Plivo’s premium carrier network, with coverage in over 220 countries. This can slash your SMS marketing costs by up to 70% and increase 3x more ROI in your campaigns. 

Plus, you can also engage customers by integrating SMS into your applications using Plivo's powerful SMS API.

Want to see how it can simplify your SMS opt-in process? Book a demo today!