The one rule
Only text people who clearly agreed to hear from you, and keep a record of how they agreed. Every country we cover expects this for marketing texts, and carriers block senders whose recipients complain.
A good opt-in record answers four questions: who agreed, when, where (which form, keyword or checkout), and what they were told.
Five ways to grow
1. Text-to-join keywords
“Text JOIN to 55555” on a poster, receipt, menu or social post. The person starts the conversation, and you reply with a confirmation that includes your terms. Keywords work especially well in the US and Canada, where short codes and toll-free numbers support them.
2. QR codes
A QR code that opens a text message with your keyword already typed in. Put it on packaging, tables, shelf tags and event signs, so joining takes two taps.
3. Website forms and popups
A phone field with an unticked checkbox and clear wording next to it. Offer something real in return: early access, a first-order discount or appointment reminders.
4. Checkout and booking
Ask at the moment people are already giving you their number. Keep the marketing opt-in separate from order updates: a customer can agree to delivery texts without agreeing to promotions.
5. In person
Tablets at the counter, sign-in sheets at open houses, staff mentioning the text club at checkout. Record these opt-ins in the same place as your digital ones.
What to tell people
Next to every signup point, say plainly:
- Who will be texting them (your business name)
- What you'll send, such as offers, news or reminders
- Roughly how often, such as “up to 4 msgs/month”
- That they can stop anytime, and how
- In the US, that message and data rates may apply, with links to your terms and privacy policy
Country differences
- United States: marketing texts need prior express written consent, and carriers check that your opt-in flow shows the disclosures above. Consent can't be a condition of purchase.
- Canada: CASL needs express consent, or implied consent from a purchase in the last two years or an enquiry in the last six months. Identify your business in every message.
- United Kingdom: an active opt-in, or the soft opt-in for existing customers buying similar products, as long as they could refuse when you collected the number.
- European Union: consent must be freely given, specific and informed, never pre-ticked. Some countries allow an existing-customer exception similar to the UK's.
- India: promotional texts don't reach people who have blocked promotions unless they consented to hear from you, and every message must match a registered DLT template.
Our country pages go into each market in detail.
What never to do
- Buy, rent or share lists. Purchased numbers didn't consent to you, and carriers treat this as the fastest route to a block.
- Scrape numbers from websites, directories or social profiles.
- Pre-tick the box or hide consent in your terms and conditions.
- Reuse numbers collected for something else, such as delivery updates, for marketing without asking.
The welcome text
Send a confirmation the moment someone joins. It reassures them they're in the right place, delivers what you promised, and repeats how to stop.
In the US, many businesses use double opt-in: the welcome text asks people to reply YES before they're added. It takes one extra step and gives you an even stronger record.
Keywords, QR codes and signup forms come with the right wording for each country, and every opt-in is saved to your consent ledger with its source, time and the exact text the person saw.
This guide is general information, not legal advice. Rules change and vary by country; check with a qualified adviser if you're unsure.