All businesses running SMS or MMS messaging system across US and Canada should comply with certain mobile operator policies and guidelines. You can below a detailed graphical description of the most commonly used types of messages, like opt-in, help, stop and error messages. It will show wordings you must use in mobile messages and websites for SMS and MMS platforms.
- Shortcodes should have customer care contact and opt-out instructions at opt-in programs at regular intervals in content or service messages.
- Contents must be provided at least once a month.
- Shared shortcodes are no longer permitted by mobile network operators across the US.
- “Reply STOP to cancel” is no longer required in all content MTs.
Content for SMS and MMS message flows
- Opt-in for recurring message
- Web opt-in for a single-item message
- STOP messages for all message flow
Content for website pages
- Call-to-action for a recurring message with keyword opt-in
- Call-to-action for a recurring message with web opt-in
- Terms & conditions web page for a recurring message
- Call-to-action for a single-item message with keyword opt-in
- Call-to-action for a single-item message with web opt-in
- Terms & conditions web page for a single-item message
Canada Requirements
We have separate guidelines that are required in text messages and web pages for our Canadian end-users.
General guidelines:
- Character Limit: 160
- Required keywords: STOP, INFO, AIDE, ARRET, and HELP
- If French is supported:
- Response to keywords AIDE and ARRET must be in French
- All MTs must be translated into French
- Standard message and data rates may apply to the disclosure
- If there is no URL link located in a message, then “data” does not have to be included in the message
- Acceptable verbiage: “Std msg rates may apply” unless there are clickable
- URLs must state “Std msg rates & data rates may apply”
- All supported Canadian operators must be listed if the support URL lists mobile operators for any country
- If service supports as separate T&Cs link, HELP and STOP details must be supported within T&Cs
- Emergency/Urgent services are approved on a case-by-case basis must include a timestamp.
Content for opt-in and subscription reminder messages
- SMS and web opt-in for a single-item message
- SMS opt-in for a recurring message
The requirements are applied to both traditional and nontraditional recurring messages. For nontraditional messages such as flight notifications and appointment reminders, the end-user might receive more than one MT even though the service does not recur monthly.
- Web opt-in for a recurring message
- Monthly subscription reminder for a recurring message
- Content for HELP, STOP, and ERROR messages for all flows
- In any SMS messaging program, you must use certain keywords to enable end-users to get help, stop messages from being sent, or opt-out of a program.
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- HELP, AIDE, or INFO
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STOP or ARRET
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- Keywords must appear in all uppercase letters so they are highly visible to end-user
- In Canada, they must be available for both English and French users unless the program is promoted to one language only. In that case, it’s acceptable to use the keywords only in that one language.
- HELP/AIDE/INFO message
- STOP message
- For non-subscription programs, the STOP/ARRET MT is required to include that the "service is not a subscription".
- Error message
Content for web pages
When you want end users to opt into a program from a web page, your content must include a clear call to action, and you must enable the end-user to initiate opt-in from the web page.
- Call-to-action for a single-item message with keyword opt-in
- Call-to-action for single-item message with web opt-in