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U.S Compliance & Best Practices

The following Best practices are standardized by SMS compliance (the Federal Communications Commission, the Cellular Telecommunications and Internet Association, and the Mobile Marketing Association)

Customers must be aware of and comply at all times with our Terms of Service. (

The contents of this document do not constitute legal advice, are not intended to be a substitute for legal advice and should not be relied upon as such. You should seek legal advice or other professional advice in relation to any particular legal requirements relating to this subject matter.

CTIAS's Guiding Principles

The CTIA is the body that represents the wireless communication industry in the US.  They write the guidelines and more or less oversee the space.

The four Guiding Principles listed below provide the baseline for all requirements:

  1. Display clear calls-to-action.  All calls-to-action must be clearly and unambiguously displayed.  Consumers must be made aware of what they are signing up to receive relating to a specific program.
  2. Provide applicable consent mechanisms.  Consistent with the consent requirements outlined in the CTIA Messaging Principles and Best Practices, Short Code programs must comply with applicable Consumer consent requirements, giving Consumers sufficient control of the messages they receive. 
  3. Send opt-in confirmation messages.  A Consumer’s opt-in must be confirmed in the first message sent to the Consumer.  For single-message programs, the confirmation message content may be part of a single message that a Message Sender sends after a Consumer has opted in.  For recurring-messages programs, confirmation messages must include clear opt-out instructions.
  4. Acknowledge and honor opt-out requests.  Message Senders must acknowledge and act on all opt-out requests. Monitoring procedures confirm successful opt-out.


What is proper consent? Conversational

Conversational messaging is a back-and-forth conversation that takes place via text.  If a Consumer texts a business first and the business responds quickly with a single message, then it is likely conversational.  If the Consumer initiates the conversation and the business simply responds, then no additional permission is expected.

(CTIA 2021 Guidelines V1.8)

What is proper consent?  Informational

Informational messaging is when a Consumer gives their phone number to a business and asks to be contacted in the future.  Appointment reminders, welcome texts, and alerts fall into this category because the first text sent by the business fulfills the Consumer’s request.  A Consumer needs to agree to receive texts for a specific informational purpose when they give the business their mobile number.

(CTIA 2021 Guidelines V1.8)

Transactional messages contain information that is necessary for your customers to use your product or service, and see less TCPA regulation

What is proper consent? Promotional

Promotional messaging is a message sent that contains a sales or marketing promotion.  Adding a call-to-action (e.g., a coupon code to an informational text) may place the message in the promotional category.  Before a business sends promotional messages, the Consumer should agree in writing to receive promotional texts.  Businesses that already ask Consumers to sign forms or submit contact information can add a field to capture the Consumer’s consent.

(CTIA 2021 Guidelines V1.8)

Promotional messages are sent with the purpose of increasing sales, promoting your product, or raising awareness about your business. They are the TCPAs main focus.

Disallowed Content - SHAFT

Additional restrictions can be found in our Terms and Conditions

*This is not an exhaustive list

Messaging Character Limits

Link shorteners

Example content


TL;DR Version

10DLC Addendum – Limits

10DLC has its own set of limits based on the rating you get from the Campaign Registry – where brands and campaigns are registered.