What Are the Different Types of SMS Consent?
In the world of SMS marketing, obtaining proper permission from users is essential for both compliance and performance. Whether you are sending promotional offers, transactional updates, or alerts, understanding the different types of SMS consent helps ensure your messaging strategy is effective and legally compliant. There are two primary types of SMS consent: express consent and implied consent. Each plays a different role in how businesses communicate with their audience.
1. Express SMS Consent
Express SMS consent is when a customer or prospect clearly and explicitly agrees to receive text messages from your business. This is the most reliable and recommended form of consent, especially for marketing messages. With express consent, users take a clear action that confirms their willingness to receive SMS communication. This makes it highly compliant with regulations and improves engagement rates.
How to Obtain Express Consent
Businesses can collect express consent through multiple channels, including: • Online forums on websites or landing pages • Opt-in checkboxes during signup • SMS keyword campaigns (e.g., texting “JOIN”) • Verbal agreements via customer support calls When requesting express consent, it is important to clearly mention: • The purpose of the messages • How often messages will be sent • Instructions to opt out (e.g., “Reply STOP to unsubscribe”)
Examples of Express SMS Consent
Example 1: A user fills out a form and agrees: “I agree to receive SMS messages from Celitix about products and services. I can opt out anytime by replying STOP.” Example 2: A user texts the keyword “JOIN” and agrees: “Thank you for joining! You’ll receive exclusive offers via SMS. To opt out, reply STOP.” Example 3: A customer calls for a booking and agrees verbally to receive SMS reminders after being asked by an agent. Express consent ensures users are fully aware of what they are signing up for, making it ideal for bulk SMS marketing campaigns.
2. Implied SMS Consent
Implied SMS consent is based on a user’s actions or existing relationship with a business. It occurs when a customer shares their phone number or interacts with your business in a way that suggests they may expect communication. However, implied consent is generally limited to transactional or service-related messages and may not be sufficient for promotional SMS, especially under strict regulations. When Implied Consent Occurs Implied consent may apply when a user:
Examples of Implied SMS Consent
Example 1: After a purchase: “Thank you for your order. Your order ID is #123456. You’ll receive delivery updates via SMS. Reply STOP to opt out.” Example 2: After downloading a resource: “Thanks for downloading our eBook. You may receive updates about similar resources. Reply STOP to unsubscribe.” Example 3: After entering a contest: “Thanks for participating! Stay tuned for results and offers. Reply STOP to opt out.”
- Provides their phone number during a purchase or inquiry
- Downloads a resource like an eBook or whitepaper
- Participates in a contest, survey, or feedback form
- Has an existing relationship and has not opted out
Conclusion
Understanding the difference between express and implied SMS consent is crucial for building a compliant and successful SMS strategy. While implied consent can be useful for transactional communication, express consent is the gold standard for marketing. At Celitix, we recommend prioritizing express consent and following best practices to ensure compliance, improve deliverability, and build long-term customer trust.
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