To protect you and your customers from unsolicited text messages, we require the use of at least one approved keyword to allow customers to opt-out or opt-in to your text messaging campaigns.
Why does this matter?
We put this in place to protect you and your customers from unsolicited text messages, as part of A2P 10DLC (Application to Person - 10 Digit Long Code) regulations.
What do I have to do?
You’ll need to provide a keyword and clear instructions on how to opt-in or opt-out of your text message campaigns. These keywords can be capitalized or uncapitalized. It is your responsibility to do this once for each number you would like to text, regardless of whether or not you’ve sent text messages to the number before. 
Opting in
Your customers must consent to receive messages from your business. This consent can be gained verbally (phone or in person), digitally (web, email, text), or in person via written sign up. For example, if you send texts to remind customers of appointments or respond to inbound text inquiries, make sure your phone scripts or initial text responses include language that collects consent from the lead or customer to receive text messages from your business.
You can use one of the keywords below so your customers know they can start or restart communication at any time.
Examples of approved opt-in keywords include:
- START
- YES
If a customer replies START, they will automatically receive this message:
“You have successfully been resubscribed to messages from this number. Reply HELP for help. Reply STOP to unsubscribe. Msg&Data Rates May Apply.”
Once a customer has resubscribed, they can start receiving text messages from your tracking number again.
Currently, there isn’t an in-app notification to let you know when a customer has resubscribed. When a resubscribed customer sends a text message to your tracking number, you will see it in the active section of your inbox.
Opting out
You must use one of the keywords below so your customers know they can end communication at any time. Adding “STOP2END” to your first message is a short and well-understood instruction for opting-out.
Examples of approved opt-out keywords include:
- STOP
- CANCEL
- UNSUBSCRIBE
- END
Please note: Only single word keywords will allow customers to opt-out of messaging. For example, if a customer replies, “PLEASE CANCEL”, they will not be unsubscribed.
If you do not provide an opt-out message, the number that received your message can still respond with any of the keywords above at any time and they will be unsubscribed.
If a customer does not reply with STOP, or one of the other keywords, you can continue messaging them.
If a customer does reply with one of the keywords, such as STOP, an automatic standard reply will be triggered: “You have successfully been unsubscribed. You will not receive any more messages from this number. Reply START to resubscribe.”
Once a customer has unsubscribed, they will no longer receive text messages from your tracking number. If a customer tries to text your tracking number back without resubscribing, the text message will appear in the active section of your inbox. However, you will not be able to reply until they resubscribe.
Tracking opt-in and opt-out status
CallRail does not retain information on who opted-in or out of your text messaging campaigns. It is your responsibility to keep a record of any numbers that have opted-in or out of your text messaging campaigns. You may be asked to provide proof of opt-in status if your business is flagged for spam or text message abuse by mobile recipients.
Using Quick Texts for your opt-in/opt-out keywords
You can use Quick Texts to templatize and save your opt-in and opt-out messages, so you can send them to customers with a single tap.
Follow the steps below to create a Quick Text.
- Open the texting interface.
- Click the Quick Texts icon next to the message box at the bottom of the interaction panel. Click Add/Manage Quick Texts.
- To create a new Quick Text, click Create Quick Text.
- Name the Quick Text, then type the message you would like to save. Click Save.
- Once you've created a Quick Text, it will be stored in the Quick Text menu the next time you need to send it.