Opt-in, opt-out, and HELP

Carriers require three things in every consumer-facing program: people opt in before you text them, they can opt out at any time, and they can ask for help. On the campaign form these are the three subscriber experience toggles, on by default, plus the help message you write. This guide covers what each of the resulting messages has to contain.

The same handful of disclosures show up in more than one place. Once you know the list, you can stop guessing what reviewers want and check against a fixed standard.

The disclosure elements

• Brand name, the business the texts come from.
• Message types, what someone signed up for (scheduling reminders, account alerts, offers).
• Message frequency, "Msg frequency varies" is acceptable; specific is better when you can.
• Message and data rates, use the phrase "Msg & data rates may apply."
• HELP, "Reply HELP for help."
• STOP, "Reply STOP to cancel."
• Privacy policy and terms, links at the point of opt-in.

Where each element belongs depends on which message it is.

The opt-in confirmation

The first text someone gets, right after they opt in. Think of it as a welcome message. It should carry the brand name, what they'll receive, frequency, rates, and both HELP and STOP.

Welcome to Example Assistant texts. You'll get scheduling reminders and occasional updates. Msg frequency varies. Msg & data rates may apply. Reply HELP for help, STOP to cancel.

The HELP reply

What someone receives when they text HELP (the default help keyword). On the campaign form this is the help message field. It has to name your brand and give at least one real way to reach you, a phone number, email, or support URL.

Example Assistant: need help? Email support@example.com or visit example.com/help. Reply STOP to opt out.

The STOP reply

What someone receives when they text STOP (the default opt-out keyword). It has to name the brand and confirm no more messages will be sent.

You're unsubscribed from Example Assistant texts. No more messages will be sent. Reply HELP for help.

At a glance

About the keywords

STOP is the default opt-out keyword and HELP the default help keyword. STOP is the one that's universally required; you can support additional opt-out words too, END, UNSUBSCRIBE, CANCEL, QUIT are all commonly honored. Use them as separate words, not smushed together (STOP END, not STOP2END).

You can adjust the opt-out and help keywords on the campaign form, but keep STOP and HELP in the set, people expect them, and reviewers do too.

Two mistakes to avoid

Putting the disclosures only in your privacy policy. They have to be in front of the person at the moment they opt in, not just in a linked document. A link to a long policy is not a substitute for the disclosure on the opt-in screen itself.

Missing a single element. This is the most common rejection in this category. Reviewers walk the checklist, and one gap, say, frequency and rates present but no HELP, is enough to send the campaign back. Read your own opt-in screen, confirmation, HELP reply, and STOP reply against the table above before you submit. For how that feedback comes back to you, see How rejections work.

Next

• Sample messages
• Write a CTA that passes