Bringing texting into your communication strategy with Messenger sounds like a quick way to make contacts. However, texting comes with an entire different set of regulations.
Similar to phone and email regulations, texting regulations want to confirm that a human is sending to other humans. So while the thought of sending out texts left and right to new leads may sound enticing, it will do a lot more harm than good for your reputation with phone carriers.
In this article, you will learn about Messenger guidelines and recommended practices that should help keep you compliant with texting regulations, including:
- Carrier Filtering
- Provide a Good User Experience
- Text STOP to Stop
- The United States CAN-SPAM Act
- Data Compliance
Things to Note: Anything mentioned in this article is for informational purposes only and should not be construed as or relied upon for legal advice or opinions. Any specific legal issues should be reviewed with your legal counsel.
Carrier filtering is a practice where wireless carriers block the delivery of some or all messages from a specific number. Wireless carriers have filtering systems for two reasons:
- Enforcing rules or regulations about the types of messaging allowed to that country or mobile network. Depending on the country, laws or regulations may put restrictions on certain types of messaging, or even forbid certain things altogether.
- Protecting mobile subscribers from unwanted messaging such as spam, fraud, or abuse. When mobile subscribers receive messages they find objectionable, they may file complaints, seek damages, or simply stop being a customer.
Provide a Good User Experience
Users are likely to report confusing or unwanted messages to their carrier.
You can also greatly reduce the risk of filtering by following these best practices:
- Be sure to identify your business or service in the message.
- Get opt-in consent from each end user before sending any communication to them.
- Only communicate during an end user's daytime hours unless it is urgent.
- How the message is formatted and written is important. Overly long messages, overly capitalized messages, mysterious links, hyperbole, and using aggressive language can make users suspicious of a message.
- Do not contact end users on Do Not Call or Do Note Disturb registries.
Text STOP to Stop
If users do not understand how to opt out (unsubscribe) from your messages, they may feel they have no choice but to contact their carrier to request the carrier block your messages.
All messaging services that communicate with consumers on their mobile device must comply with text-based opt-out requests. With SalesLoft Messenger, if a recipient texts STOP they are automatically opted out of receiving future texted communications.
The United States CAN-SPAM Act
The CAN-SPAM Act restricts text messages sent to a mobile phone using an autodialer.
Since Messenger from SalesLoft is a one-to-one channel, it reduces the risk of being portrayed as an autodialer and complies with the CAN-SPAM Act.
All messaging service providers must be compliant with data regulations based on the audience.
For example, if you are texting residents of California, CCPA rules apply.