What 5 Things Do I Need To Start Texting?

Text marking is one of the fastest and most personal ways to reach your customers.  With astounding open rates, it's a clear winner over legacy email marketing.   But before you dive in, there are a few essential things you need to have in place to get started with texting.  

Don't worry, it's not as complicated as it sounds. In this post, we'll walk you through the five essential things you'll need to provide the carriers before you can begin texting.   Let's dig in!

1. EIN or Tax ID

The first thing you'll need to start texting is your EIN (Employer Identification Number) or Tax ID.    You can also use the Canadian Business Number (BN) if you are based in Canada.   

Without it, you won't be able to proceed with the registration of your texting program. It's simple, yet crucial step to establish your business identity, so be sure to have this number ready when you begin the setup process. 

2. Website (With Privacy Policy and Terms & Conditions)

Another key requirement is having a website with a Privacy Policy and Terms & Conditions section. Your Privacy Policy must include compliance language that ensures transparency with your users about how their information will be used. Your Terms & Conditions set expectations for users regarding your services. 

If you don't have these policies yet, don't panic! you can easily generate both documents online using tools like TermsFeed.

IMPORTANT!   You must add this to the bottom of your Privacy Policy:

"No mobile information will be shared with third parties/affiliates for marketing/promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties."

This is required, so make sure you are able to update your privacy policy to include this required piece of language.

3. Welcome Message / Opt-in Message - The Friendly First Text

Now comes the fun part: the first text your customers will receive. When someone opts in to receive messages from you, you'll need to send them a Welcome Message. This is like sending a virtual handshake—polite, informative, and clear. 

A compliant opt-in message should include: 

• Your brand name
• Message frequency
• Instructions to opt-out or get help (e.g., reply HELP or STOP).

Here's a solid example of a welcome message: 

"ABC Company: Welcome to ABC Company! You're now opted in. Msg frequency varies. Msg & data rates may apply. For help, reply HELP. To opt-out, reply STOP."

It's short, sweet, and to the point—and it covers all the legal bases. A good welcome message helps your customers understand what they're signing up for and gives them easy ways to opt out if they decide it's not for them. 

4. Sample Messages

In addition to the welcome message, you will also need to provide sample messages to show exactly what users will be receiving. This is essential for transparency and helps to ensure that your messaging program complies with relevant guidelines. 

These sample messages should include: 

• All types of messages that will be sent through the program (e.g., promotional offers, reminders, confirmations, etc.).
• Any URLs or phone numbers that will be included in the messages to avoid them being flagged or blocked by carriers. 

By providing clear examples of what types of messages users will receive, you're helping to ensure that your text messaging campaign stays compliant and doesn't risk being marked as spam. 

5. Call-to-Action Information

Finally, you will need a clear Call-to-Action (CTA).  Your CTA shows the carriers exactly how you collect permission to send your subscribers text messages.   The carriers are very particular about permission - and permission can be collected a few different ways.   For example, your customers can opt-in through a:

• web form on your website
• verbally (you will need to type out a script of your verbal CTA)
• using a keyword (e.g. text JOIN to 12345)
• a paper form that you have them fill out in person (you will need to provide your paper form, a photo will be fine).
• a point-of-sale POS system (take a photo of the screen where you ask for the customer's number)

What should your CTA include? 

• A link to your Privacy Policy and a link to your Terms & Conditions on your website.  You will need both.
• A disclaimer about message frequency - we recommend this: Msg frequency varies
• A disclaimer about data rates - we recommend this: Msg & data rates may apply
• Opt-out instructions - we recommend this: To stop, reply STOP

Your CTA include all necessary disclosures to gain approval from the carriers.   An example opt-in CTA could look something like this: 

Opt-in keyword:

"Text JOIN to 12345 to receive exclusive updates and offers from ABC Company. Msg frequency varies. Msg & data rates may apply. For help, reply HELP. To stop, reply STOP. By joining, you agree to our [Privacy Policy] and [Terms & Conditions]."

Web opt-in: 

Your website text message opt-in form needs these eight required things. 

1. A checkbox (leave it unchecked)
2. Your brand name or business name
3. Product description
4. Text HELP for help. Text STOP to cancel.
5. Message frequency
6. Msg & data rates may apply
7. Link to Terms & Conditions
8. Link to Privacy Policy

Opt-in by phone (verbal script)

"Would you like to receive info about our current and upcoming events? (Yes or No) Message frequency varies. Msg and data rates may apply. You may text HELP for help and you may opt-out anytime by texting STOP to 555-555-5555. You may access our Privacy Policy at <insert link to your Privacy Policy> and Terms & Conditions at <insert link to your T&C>"

Opt-in by paper form

Same with web opt-in, your paper opt-in form needs these eight required things. 

1. A checkbox
2. Your brand name or business name
3. Product description
4. Text HELP for help. Text STOP to cancel.
5. Message frequency
6. Msg & data rates may apply
7. Link to Terms & Conditions
8. Link to Privacy Policy