SMS and Mobile Advertising Channels

SMS marketing is subject to strict legal requirements. In the United States, the Telephone Consumer Protection Act (TCPA) requires prior express written consent before sending marketing messages, with clear opt-out instructions in every message. Violations can result in fines of up to 1,500 dollars per message.

In the European Union, GDPR applies to SMS marketing, requiring a lawful basis for processing personal data including phone numbers, with explicit consent being the standard requirement. Always work with legal counsel familiar with the regulations in each market where you send SMS campaigns.

Compliant SMS list building requires a clear opt-in mechanism where subscribers explicitly consent to receive marketing messages from your brand. Common collection methods include keyword opt-ins (text SAVE to 12345), checkbox opt-in at checkout, website pop-up forms, and QR code-to-opt-in flows at physical retail locations.

Double opt-in, where subscribers confirm via a reply after the initial sign-up, provides the strongest compliance documentation and generally produces a more engaged list despite the higher barrier to entry.