1.The rules that apply everywhere
- Get permission before sending marketing messages, and keep proof of when, how, and for what the person agreed.
- Say who you are in the message, and keep content true and consistent with what you registered.
- Honour STOP, QUIT, END, CANCEL, UNSUBSCRIBE, and similar words at once, and do not message that person again for that purpose.
- Send within permitted hours for the recipient's location, and respect do-not-contact lists.
- Do not buy lists, hide the sender, or change numbers to avoid blocking.
2.Types of messages
| Type | Examples | Permission needed |
|---|---|---|
| Conversational | Replies to a customer who texted you first | Usually the customer's own contact is enough for the reply |
| Transactional or informational | Appointment reminders, delivery notices, one-time codes | A relationship and agreement to receive them; some countries require registration of templates |
| Marketing or promotional | Offers, announcements, promotions | Prior express consent, written in many places; opt-out in every message |
3.Registration and carrier rules by country
| Place | Registration | Consent and opt-out |
|---|---|---|
| United States | Register your brand and campaign (10DLC) or verify a toll-free number through our carriers before sending. Carriers filter unregistered traffic. | TCPA consent (written for marketing), CTIA guidelines, state quiet hours and mini-TCPA laws. New FCC consent-revocation rules adopted on 1 October 2026 take effect 30 days after Federal Register publication. |
| India | Register as a sender on the operator DLT platforms: header (sender ID), content templates, and consent. Scrub against the Do Not Disturb registry. | TRAI TCCCPR 2018 and amendments; promotional messages only to numbers that allow them; keep consent records. |
| European Union | No central sender registration; some countries require registered sender IDs. | ePrivacy Directive: opt-in for marketing, with a soft opt-in for similar products to existing customers; GDPR for the data. |
| United Kingdom | Sender ID registration is evolving; use a consistent sender. | PECR consent, soft opt-in, and TPS/CTPS for calls; fines up to UK GDPR levels. |
| Canada | Carrier short-code and number rules. | CASL express consent or narrow implied consent, identification, and an unsubscribe honoured within 10 business days. |
| Australia and New Zealand | Sender ID registration is being introduced in Australia. | Spam Act 2003 and UEMA 2007: consent, identification, unsubscribe. |
| Singapore | Sender ID registry for SMS. | PDPA and the Do Not Call Registry for marketing messages. |
| Other countries | Many require registered sender IDs and templates. | Local data protection and anti-spam laws; ask us before sending. |
4.Prohibited content
Carriers ban or restrict content about illegal drugs, firearms, gambling without licence, loans from unlicensed lenders, adult content, phishing, and deceptive claims. Messages that look like these may be blocked, and repeated violations can lead to number suspension.
5.How the service helps
- Inbound replies appear in the conversation, so your team can see STOP requests and act on them. Carriers may also handle STOP keywords on their side for registered campaigns. Keep your own opt-out list and apply it before every campaign.
- Message logs and delivery receipts help you show what was sent and when.
- Usage allowances and abuse monitoring protect your numbers from being flagged.
The service does not decide whether your messages are lawful. You are responsible for consent, content, and registrations.
6.Penalties
Breaking messaging rules can lead to carrier fines and number suspension, regulator penalties, and private lawsuits (for example, statutory damages per message under the US TCPA). We may pass on carrier fines caused by your traffic and may suspend sending while we investigate.
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