United States Messaging Content Requirements

Last updated: 04/04/2025

These guidelines are relevant for SMS and MMS compliance in USA.

CTIA - US SMS messaging programs

In the US, the CTIA is the governing body for all text messaging programs to protect consumers from unwanted messages, which all message senders must abide by, in addition to the Wireless Providers’ code of conduct and best practices.

To ensure a compliant program meets the minimum CTIA requirements, it’s best to ensure your program includes the following guiding principles and short code program components.

Call-to-action (CTA)

The purpose of a call-to-action (CTA) is to ensure the consumer consents to receive text messages and understands the nature of the program. The CTA language must encourage or invite a consumer to opt into a messaging program and must be clearly and unambiguously displayed with the following disclosures:

• Program (brand) name or product description.
• Message frequency disclosure.
• Message and data rates may apply (if non-FTEU).
• STOP keyword (opt-out information may appear in the terms and conditions).
• Complete terms and conditions or a link to complete terms and conditions (pop-ups are not a method for displaying terms and conditions).
• Privacy policy or a link to a privacy policy.

User consent

Messaging programs are expected to provide full transparency so that consumers are aware of and only receive messages from messaging programs to which they have opted in.

Opt-in

Consumers must opt-in to receive messages associated with a specific program. Enrolling a consumer in multiple programs based on a single opt-in is prohibited, even when all programs operate on the same short code.

Opt-out

Message senders must acknowledge and act on all opt-out requests. Monitoring procedures confirm a successful opt-out.

Privacy policy

Message senders are responsible for protecting the privacy of consumers’ information and must comply with applicable privacy laws. Message senders should maintain a privacy policy for all programs and make it accessible from the initial CTA.

Terms and conditions

Comprehensive terms and conditions can either be displayed in full directly below the CTA or accessed from a link close to the CTA. The essential requirements for the Terms and Conditions are straightforward. However, many brands choose to include additional details or incorporate an SMS section into their existing terms and conditions.

Do not use pop-ups for displaying terms and conditions.

Where feasible, message senders may combine multiple program components (for example, call-to-action and terms and conditions).

You must disclose the following in the Terms and Conditions:

• Program or brand name
• Message frequency disclosure (not required for single message programs)
• Description of the program
• Customer care contact information
• Opt-out information (not required for single message programs)
• "Message and data rates may apply" disclosure (not required for FTEU rated programs)

For more details about CTIA messaging requirements, see the CTIA Messaging Monitoring Program Handbook and the CTIA Messaging Principles and Best Practices on Industry guides for USA and Canada.

US - Program message flow key elements

A messaging program’s message flow consists of the following:

Opt-in confirmation

Messaging programs should send a single opt-in confirmation message displaying information to verify the consumer’s enrollment, identify the program, and describe how to opt out.

Additionally, opt-in messages must contain the program (brand) name or product description, customer care contact information, message frequency disclosure, “message and data rates may apply” disclosure (non-FTEU), and opt-out instructions (reply STOP to opt-out).

HELP

Message senders must send a HELP message after consumers text the HELP keyword. Short codes must reply with the program’s name and additional contact information for consumer help.

Opt-out

Message senders send an opt-out message after consumers text a keyword indicating they wish to opt out (for example, STOP, END, CANCEL, QUIT, UNSUBSCRIBE). The opt-out message must include the program’s name and confirm that the consumer has been opted out of the program.