How to Get Consent to Text Customers

To text customers properly, get their permission first, make clear what kind of messages they will receive, and keep a record of when and how they agreed. Permission for service texts (reminders, updates, replies) can come from the customer texting you first or agreeing when they book. Marketing texts need prior express written consent, a clear, documented agreement to receive promotional messages.

This is general information, not legal advice. Texting rules come from several places: federal law (the Telephone Consumer Protection Act and FCC rules), carrier requirements (summarized in the CTIA Messaging Principles and Best Practices), and the business registration system US carriers use (10DLC through The Campaign Registry). They overlap, and the safest approach satisfies all of them.

Two kinds of consent

	Service or conversational texts	Marketing texts
Examples	Appointment reminders, delivery updates, replies to questions, quote follow-ups the customer asked for	Promotions, discounts, new product announcements, re-engagement offers
Consent needed	Customer's permission, which can be given by texting you, asking you to text, or agreeing at booking	Prior express written consent that specifically covers marketing messages
Record	Note how and when they agreed	Keep the signed or electronic agreement with the exact wording

The CTIA guidelines describe a similar structure: conversational messages initiated by the consumer, informational messages the consumer has agreed to, and promotional messages that require written consent. Federal rules separately require prior express written consent for telemarketing calls and texts sent using an autodialer or artificial or prerecorded voice (47 CFR 64.1200).

Ways to collect consent

The customer texts you first

If a customer texts your business number with a question, replying to that conversation is expected. This is the simplest form of consent, and it covers the conversation they started. It does not cover sending them promotions later.

At booking or checkout

"We'll text you a reminder the day before and when the technician is on the way. Is this the best mobile number?"

Note "agreed to texts" on their record with the date.

On a web form

Add a clear, separate statement next to the phone number field. For service texts:

By providing your mobile number, you agree to receive texts from Summit Heating and Air about your appointments and service. Message frequency varies. Message and data rates may apply. Reply STOP to opt out, HELP for help.

For marketing texts, use a separate, unchecked checkbox:

☐ Yes, send me occasional offers and seasonal reminders by text from Summit Heating and Air. Consent is not a condition of purchase. Message frequency varies. Msg and data rates may apply. Reply STOP to opt out.

Key points: the marketing box is not pre-checked, it is separate from the service consent, and it says consent is not a condition of purchase.

By keyword

Customers can opt in by texting a keyword, such as "JOIN" to your number, from a sign or receipt. Reply with a confirmation message that names your business, describes the messages, gives frequency, and explains STOP and HELP.

Verbally

Verbal consent can work for service texts. Note who took it, when, and what the customer was told. For marketing texts, get written consent, which can be electronic.

What not to do

• Buy or rent phone lists. Purchased lists do not carry consent to text from your business.
• Text every number in your contacts. A number someone gave for billing or a delivery is not permission for texts, especially not marketing.
• Bury consent in terms and conditions. It should be clear and specific.
• Pre-check marketing boxes.
• Make consent a condition of purchase for marketing texts.
• Text from personal phones to get around business rules. It also takes the record out of the business.

Confirmation messages

After someone opts in, send a confirmation:

Summit Heating and Air: You're signed up for appointment and service texts. Msg frequency varies. Msg and data rates may apply. Reply HELP for help, STOP to opt out.

This tells the customer exactly what they agreed to and how to stop.

Keeping records

For each customer who agreed to texts, record:

• Phone number
• Date and time of consent
• How it was given (form, keyword, verbal, customer-initiated)
• The exact wording they agreed to (or the form version)
• Type of consent (service, marketing, or both)

Keep records as long as you keep texting them, and for a period afterward in case of disputes.

Consent can be withdrawn

Customers can revoke consent at any time. Under FCC rules effective April 11, 2025, consumers may revoke consent to robocalls and robotexts by any reasonable means, and callers must honor revocation within a reasonable time not exceeding 10 business days. Replies such as STOP, QUIT, END, REVOKE, OPT OUT, CANCEL and UNSUBSCRIBE count. In practice, stop texting immediately. See handling STOP and opt-outs.

How consent connects to 10DLC registration

When you register for business texting, you describe your use case and how customers opt in. Carriers check that your messages match what you described. If you registered for appointment reminders and start sending promotions, messages may be filtered. Describe your opt-in process accurately and keep it consistent with what you actually do. See what 10DLC registration is.

A worked example

A dental office wants to text patients appointment reminders and, separately, an annual reminder that cleanings are due, which could be seen as promotional. Their approach:

1. The new-patient form has a mobile number field with service-text consent wording underneath.
2. A separate, unchecked box asks for permission to send "occasional reminders about recommended visits and offers."
3. Front-desk staff note verbal consent for patients who did not fill in the form, service texts only.
4. Each patient record shows which consent they have.
5. Reminder texts go to everyone with service consent; the annual recall text goes only to patients who checked the second box.

Clear separation makes it easy to stay inside the rules and easy to show what each patient agreed to.

Common questions from small businesses

A customer gave me their cell number on an invoice years ago. Can I text them now? For service messages about an active job, it may be reasonable to ask by phone or email whether they would like updates by text. Do not start sending promotions to old numbers.

Does a customer who calls my business number consent to texts? A call is not a text opt-in. A short, informational reply to a missed call is common practice, but do not add them to marketing messages. See missed-call text back.

Can I text a business contact without consent because it's B2B? Carrier expectations about consent apply to business texting generally, not only to consumers. Get permission.

My employees already text customers from their own phones. Is that consent? The customer agreed to text that person, not necessarily your business system. Move conversations to the business number by asking: "We're switching to our business number for scheduling. Is it OK to text you from 555-210-4477?"

Consent and Callata

Callata's Messaging Policy requires that you only text people who have given permission, for example by texting you first, requesting information, or agreeing on a form or verbally, and that marketing texts have prior express written consent. Callata handles the opt-out side automatically: it blocks texting to anyone who sends STOP, UNSUBSCRIBE, CANCEL, END or QUIT until they reply START. Business texting from your local numbers starts after carrier 10DLC registration, a $49 one-time fee, and texts go to a shared team inbox with templates and delivery receipts.

The plan is $99 a month with five users included and $20 a month for each additional user. Sign up for Callata.