Digital Engagement SMS Messaging Reference: Messaging Consent for Short Code Channels

MESSAGING CONSENT

Telecommunication service providers, aka “carriers”, require that businesses desiring to reach out to their customers via SMS adhere to strict guidelines, governed by their respective industry associations. These short code/A2P programs need to comply with basic code of conduct that promotes the best user experience.
Short code channels require more robust consent management than other channels, including explicit and double opt-in. This article shares a few concepts and definitions around Messaging Consent for Short Code Channels. 
For a more thorough understanding and a guide and timeline for the short code application process, please refer to the article Messaging Short Code Application Process.

For a more thorough understanding and guide for Messaging Consent, please refer to our documentation: Considerations for Short Codes.  General definitions are provided below.
 

CALLS TO ACTION

When messaging your customers, it is necessary to display what is referred to as clear calls to action. This is the method in which you are requesting your customer’s phone number. You should always tell the individuals you will be messaging with exactly what they are signing up to receive. 

OPT-IN

Messages must be delivered to a consumer’s mobile device only after the consumer has opted in to receive them. The medium used for gathering opt-in can vary, some examples: web form, signing an agreement, over the phone, email, direct messaging in, etc. There are also different types of opt-in’s: single, double and soft-double. The use of the type of opt-in will be determined based on the medium used for gathering consent.

What is a single opt-in?

Single opt-in is a subscription path that allows consumers to become subscribers immediately. Entering a keyword (e.g. JOIN) is a single action taken on behalf of the consumer to agree to start receiving communication.

A keyword is usually marketed for consumer awareness, and typically related to short codes. As the consumer is reaching out directly on the messaging channel, the number from which they are reaching out on, does not need to be confirmed.

Opt-in is assumed when consumers message in on their own (e.g. Call Centers), however, reaching back out to the consumer at a later date should be done after receiving consent. Salesforce has built in functionality to gather consent on the initial inbound message so that it is captured and confirmed for any direct messaging that may be needed at later dates.

Double opt-in comes in to play when consent is gained in one medium (e.g. web form), and confirmation in the medium to be used (e.g. messaging) is needed.

What is double opt-in?

Double opt-in, also hard double opt-in, is the confirmed process for consumers to opt-in to lawfully receive communication from a company.

For example, when a consumer checks a box and enters their phone number on a web form (or any medium used to gather the number for consent), they should then receive a message asking them if it was indeed them who requested the signup. The consumer will confirm by responding to the message.

This is done to ensure that the consumer didn’t inadvertently mistype their phone number, as you do not want to send unintended messages to a different consumer. In cases where the consumer does not confirm, further messages should not be sent.

What is "hybrid opt-in" or “soft double opt-in”?

Soft double opt-in is when a consumer has opted in, but the service provider lacks the proof of their consent.

Examples of lack of proof consent could be a conversation had at a conference, business card received where consumers asked for more information, over the phone communications, etc. A verification message must first be sent to confirm their agreement, where this will also validate that the information they provided was correct. In cases where the consumer does not confirm, further messages should not be sent. 

OPT-OUT

Functioning opt-out mechanisms are crucial for all text messaging programs. Programs must always acknowledge and respect customers’ requests to opt-out of programs. Standard opt-out keyword used is STOP. Short code programs must respond to, at a minimum, the universal keywords STOP, END, CANCEL, UNSUBSCRIBE and QUIT by sending out an opt-out message and, if the consumer is subscribed, by opting the user out of the program. No additional messages may be sent after the consumer indicates a desire to cancel.

Notes:

• For channels other than short code SMS, customers who start a conversation by sending a message to your company are deemed to consent to communication. Customers also can reply to a text message to affirmatively consent to receiving messages from your company. Please refer to the articles listed below for more context and information.

• The opt-in and opt-out messages can be customized in your channel settings.

See also:
Digital Engagement SMS Messaging Reference
SMS Messaging Number Types
Protect Customer Data and Privacy in Messaging
Messaging Consent Status