Definition: SMS opt-in consent is a consumer's permission, given through an action like checking a box or texting a keyword, to receive text messages from a named sender for a described program.

Opt-in is the heart of 10DLC review. Carriers want proof that people asked for your texts. Twilio calls opt-in problems a major cause of rejections.

What are the levels of consent?

CTIA's 2023 Messaging Principles describe three:

CTIA also notes that adding a promotion, like a coupon, to an informational text can make it promotional.

What should a website opt-in include?

Pulling from CTIA and Twilio:

• The program description, your business name, and the number texts come from.
• How often you text, and a note that message and data rates may apply.
• How to opt out (STOP) and get help (HELP).
• Links to your privacy policy and terms.
• A checkbox that is unchecked by default and not required to finish the form.

Federal TCPA rules add that prior express written consent must say the person is not required to agree as a condition of buying anything. This is not legal advice.

Why it matters for your website

Reviewers often check your website to confirm the opt-in you described. Twilio error 30924 says consent language must sit at or next to the checkbox, not in a linked page. See opt-in form requirements.

Related terms: STOP and HELP keywords, Campaign use case, A2P

Sources

• CTIA Messaging Principles and Best Practices (May 2023)
• 47 CFR 64.1200 (Cornell LII)
• Twilio Error 30924: Missing or non-compliant consent language
• Twilio Error 30925: Opt-in must be unchecked by default
• Twilio: Improving your chances of A2P 10DLC registration approval
• Telnyx: 10DLC Campaign Compliance Guide

Our sites include an opt-in form built to these rules. See pricing, or test your current form with the compare your site with the checklist.