Best Practices Around Periodically Sending Opt-Out Texts and Sender IDs

Overview

Text messaging is one of the most effective ways to reach your customers—but it comes with rules. These rules exist to protect consumers from unwanted messages, and they’re especially important in places like the United States and Canada.

This article explains the best practices for:

• Letting customers know how to opt out of your messages

• Clearly identifying your business (also called the “sender ID“)

Following these practices helps you stay compliant, avoid message blocking, and build trust with your audience.

TABLE OF CONTENTS

• 1. Why Opt-Out Reminders and Sender Identification Matter
• 2. Best Practices for Opt-Out Messages
• 3. Best Practices for Identifying Your Business (Sender ID)
• 4. How Often to Send Opt-Out Reminders
• 5. What to Avoid
• 6. Example of a Compliant Message
• Final Thoughts

1. Why Opt-Out Reminders and Sender Identification Matter

Legal Requirements
Laws like the Telephone Consumer Protection Act (TCPA) in the U.S. and similar rules in Canada require that businesses give people a clear way to opt out of receiving text messages.

Trust and Deliverability
Including opt-out instructions and identifying your business helps reduce complaints and increases your chances of successful message delivery.

Carrier Compliance
Mobile carriers enforce these rules. If you don’t follow them, your messages may be blocked, or your account could be suspended.

2. Best Practices for Opt-Out Messages

a. Always Provide Clear Opt-Out Instructions

Each message or campaign should include a simple opt-out method like:
“Reply STOP to unsubscribe.”
This is required under U.S. carrier rules.

b. Include Opt-Out Language Regularly

• Add opt-out text in the first message you send.

• For ongoing campaigns, include opt-out reminders every 5 to 10 messages, or at least once a month.

c. Use Standard Keywords

Use commonly recognized opt-out keywords such as:
STOP, UNSUBSCRIBE, CANCEL, QUIT
These are automatically understood by carriers.

d. Process Opt-Outs Immediately

When someone replies with an opt-out keyword, stop sending them messages right away.
You should also send a confirmation message like:
“You have been unsubscribed. Reply START to resubscribe.”

e. Respect Consent

Only send messages to people who have agreed to receive them.
If you have long-standing contact lists, it’s a good idea to check in every 18 months to confirm they still want to hear from you.

3. Best Practices for Identifying Your Business (Sender ID)

a. Always Include Your Brand Name

Mention your business name in every message. This is especially important if you’re using a phone number or short code that customers might not recognize.
Example:
“Hi, this is Acme Health with your appointment reminder.”

b. Be Transparent and Consistent

Use a sender ID that customers will recognize. If you use shared or rotating numbers, it’s even more important to include your business name in every message.

4. How Often to Send Opt-Out Reminders

5. What to Avoid

• Do not hide opt-out instructions
  Make sure they are easy to find and clearly worded.

• Do not use unregistered sender IDs
  In regions where registration is required, only use approved sender IDs.

• Do not continue messaging people who have opted out
  Once someone unsubscribes, do not message them again unless they opt back in.

6. Example of a Compliant Message

“Acme Co: Your weekly update is here. Reply STOP to unsubscribe.”

This message clearly identifies the sender and provides a simple opt-out option.

Final Thoughts

Sending regular opt-out reminders and clearly identifying your business isn’t just about following the rules—it’s about treating your customers with respect. When you make it easy for people to understand who’s messaging them and how they can stop if they choose, you’re building trust and improving the overall experience.

By following these best practices, you’ll stay compliant, reduce the risk of getting blocked, and strengthen your relationship with your audience.

Frequently Asked Questions

1. Do I have to include “Reply STOP to unsubscribe” in every message?
No, not in every message. However, it must be included in your first message and should be repeated regularly—at least once a month or every 5 to 10 messages for ongoing campaigns. This helps with compliance and keeps your audience informed.

2. What happens if someone replies STOP?

Once someone replies with a standard opt-out keyword (like STOP, CANCEL, or UNSUBSCRIBE), you must immediately stop sending them messages. You should also send them a confirmation message letting them know they’ve been unsubscribed.

3. What happens if I don’t follow these best practices?

If your messages don’t meet carrier or legal requirements, they may be blocked, filtered as spam, or your messaging account could be suspended. It can also damage your brand’s reputation with customers.