This article outlines essential SMS requirements to achieve a good customer experience.
Take Note
You must purchase the SMS add-on to use ActiveCampaign’s SMS feature.
How SMS consent works
ActiveCampaign requires explicit consent to send SMS communication to contacts.
SMS consent should be explicit, and you should keep a record of your consent for future reference. If you have any doubts, you can connect with our Compliance team.
Note that a contact's consent applies only to the campaign they signed up for. You cannot use one consent to cover all types of SMS communications you want to send.
If you don't send an SMS within a reasonable time frame after you get your consent, you may need to get consent again before sending any future messages.
An exception to these consent parameters is if a contact reaches out to you first and opens a two-way, consensual conversation.
How to opt in through SMS
Traditionally, you can get opt-in consent through a form that collects a contact’s mobile phone number. The form can include a question that asks a contact to confirm if they would like to opt-in to receive SMS text messages for specific SMS campaign types (for example, notifications, marketing promotions, product updates).
You can then use the default phone form field to collect the contact's mobile phone number. Their consent will be valid for the specific SMS campaigns to which the contact confirms consent.
General consent to receive messages will not be considered a valid opt-in.
Learn how to create an opt-in form.
SMS opt-in best practices
Below is a list for opt-in best practices for SMS Marketing. It is essential to include all pieces of information within your user opt-in flow:
-
Program name and/or a description of the messages that will be sent
Clearly state the name of your program and provide a brief description of the types of messages that will be sent. For example, "Weekly updates on our latest product offerings." -
Organization or individual being represented in the initial message
Identify the organization or individual that is being represented in the initial message. This helps recipients understand who is contacting them. -
Fee disclosure ("Message and data rates may apply")
Include a statement such as "Message and data rates may apply" to inform users of potential charges from their carrier. -
Service delivery frequency or recurring messages disclosure
Specify the frequency of messages, such as "4 messages per month" or "Message frequency varies." This is crucial for recurring message programs. -
Customer care information (e.g., "Text HELP for help" or Help at XXX-XXX-XXXX)
Provide instructions for users to get help, typically "Text HELP for help" or a customer service phone number. -
Opt-out instructions (e.g., "Text STOP to cancel")
Include clear instructions for opting out, such as "Text STOP to cancel." -
Link to Privacy Policy describing how end-user opt-in information will be used
Provide a link to your Privacy Policy, which should describe how the end user's opt-in information will be used. -
Link to Terms and Conditions describing terms of service
Include a link to your Terms and Conditions, outlining the terms of service for your messaging program. - If collected via web portal, a checkbox option that end-users must select to receive SMS messaging (cannot be preselected)
Required SMS STOP message codes
All SMS senders must include a STOP clause to inform contacts how to unsubscribe from SMS communications. ActiveCampaign automatically adds the STOP clause when it’s not detected. To learn more about this and other required SMS message codes, visit SMS STOP clause requirements.
Company branding requirements
All SMS senders must identify themselves in their messages by including their company name or brand identifier so that the recipient can easily understand who the message is from.
You can accomplish this in one of two ways:
- Complete the Sender Name field under the “Addresses” tab in your Settings. Once completed, your company name or brand identifier will automatically be appended to all messages. Or,
- Manually add your company name to the SMS template using automation. This can be as simple as "Hi, COMPANY NAME here" or something similar.
Link shortening requirements
Free or public link shorteners are prohibited in SMS communications. If a message contains public link shorteners created from a free service, the message will not be delivered. If you would like to learn more about this rule, you can visit The rules for free or public link shorteners in SMS.