The absolute majority of Omnisend users need to send their texts to the customers both inside and outside of the US. While there are no specific regulations for the rest of the world (apart from the GDPR in EU), to send your texts to the US/CA customers you need to be TCPA compliant.
To address this problem, we have designed two different editors, one for the US/CA recipients and another one for the rest of the world. In this article, we are going to focus on the SMS messages sending to the US/CA recipients only.
Before you start
- Before you can start sending your messages to the US/CA customers, you need to get their implicit consent to receive marketing updates through the SMS channel.
- The budget for the SMS messages can be included in your pricing plan (Pro, Enterprise, and Trial) or ordered as an additional subscription service (on any of the paid plans).
- For the instructions of the SMS Campaigns and SMS Automations editing, check out dedicated articles.
Changing SMS settings
Functioning opt-out mechanisms are crucial for all text messaging Campaigns. To comply with the TCPA requirements and CTIA guidelines your US/CA number must respond to keywords HELP and STOP. When a customer texts one of these keywords, auto-respond is sent and we update your opt-in list if needed.
You should always acknowledge and respect customers’ requests to opt-out of your marketing. Therefore, when a customer replies with the STOP message, his subscription status for the SMS channel will change to Unsubscribed, and the automatic response informing about subscription status change will be sent to that customer.
Customer care contact information must be clear and readily available to help users understand program details as well as their status with the program.
Therefore the reply to the HELP keyword will provide your customers with your company name and your contact information.
The default text can be changed in your account settings by going to My Account -> Store Settings -> Settings -> Language & translations.
Note! Auto-response for keyword STOP in the US is sent by our network provider, therefore it's not possible to edit the text. It looks like this.
Contacts are re-subscribed to SMS channel when replying UNSTOP. The auto-response for US customers looks like this.
There is no auto-response for CA customers, but this keyword is supported as well, so you may include it in your auto-response for keyword STOP by going to My Account -> Store Settings -> Settings -> Language & translations.
SMS messages design
We are adding two different options for the customers to unsubscribe from your SMS marketing, Reply Stop to unsubscribe for US/CA and Unsubscribe link for all non-US/CA customers.
When it comes to the SMS messages sending to the US/CA customers, adding the Unsubscribe option to the marketing SMS is mandatory. Therefore we provide you with the opportunity to include different opt-out instructions for the US/CA and non-US/CA customers.
Since the key-word replies are relevant for the US/CA customers only, we suggest adding a reply STOP to opt-out text for the US/CA and Unsubscribe link for the rest of the recipients.
After you fill in the text to the Sender's name and SMS text boxes, you can see how this message will be shown to the US/CA and non-US/CA customers. The key differences are:
- The opt-out text
- SMS Sender's name
- Number of characters
The SMS sender's name isn't supported in the US, but all US accounts get a dedicated phone number. So, your customers will see the same phone number each time you send an SMS to them.
Important! If your message exceeds the maximum number of characters for a single SMS, it will be separated and sent with more than one text.
Adjusting your sending practice
To make sure you comply with the TCPA requirements, we suggest you create a segment of the customers that agreed to receive your marketing through the SMS channel. If you feel that the number of consented customers is low, don't worry! The more time you spend with Omnisend, the bigger this Segment will be getting.
Once you have this Segment, you may start sending your Campaigns to the customers included in this Segment only.
In your automation workflows, we are not checking whether your customers provided the consent record or not. Therefore, we suggest adjusting the settings to cancel the sequence for unconsented customers.
Collecting TCPA consent record
Once you start collecting your customers Opt-ins for the SMS channel, you can also add TCPA legal text explaining that by submitting this sign-up form, your customers agree to receive your marketing through the SMS channel.
After your customers submit this form, the TCPA consent record will be added to their profiles along with the phone number and subscription status.
Important! Subscribed to the SMS channel status is not equivalent to having TCPA consent record. If your customer submits the form with the input field for the phone number, he will be subscribed to the SMS channel but won't have a TCPA record. Only with TCPA consent in place, we can be sure that your customers are informed that you will be sending your marketing to the phone number they provide to the sign-up form.
If you have more questions, do not hesitate to contact our Support Team, it is available 24/7 and can be reached via In-app chat or email at firstname.lastname@example.org.