Start with consent you can prove
In the United States, commercial texts generally require the recipient's prior express consent, and promotional texts typically require written consent. Collect it through a clear checkbox or keyword opt-in that explains what messages they will receive, how often, that message and data rates may apply, and how to stop.
Do not pre-check the box, and do not make consent a condition of buying unless you can justify it. Keep a record of who agreed, when and how.
Tell people what to expect in the first message they receive after opting in, including your name, the type of messages and how to stop.
Separate transactional from promotional
Reminders, confirmations and delivery updates are different from sales offers. They may be covered by different rules, but both need care. Do not slip a promotion into a reminder. Keep the content aligned with what the person asked for.
Keep a separate list for promotions so that someone who signed up for appointment reminders does not receive discount messages by mistake.
Handle opt-outs immediately
Every message campaign needs a simple way to stop, such as replying STOP. Honor requests at once and across all numbers you use. Do not send 'are you sure?' messages after someone opts out. Keep the opt-out list safe so you never add the person back by importing an old list.
Respect quiet hours. Texting at night generates complaints, and some places set time limits.
Send a confirmation text right after someone opts in. It proves the number works and gives you a dated record of the agreement.
Registration and sending tools
Carriers expect businesses that send texts at volume through application-to-person systems to register their brand and campaign. Using a reputable text platform handles much of this, but approvals take time. Sending marketing from personal phones to a list can get numbers blocked.
Use a business number that customers recognize, and sign messages with your business name.
Write messages that earn their place
Keep texts short, clear and useful: 'Reminder: your appointment is tomorrow at 2 pm. Reply C to confirm or call us to change.' Limit promotional texts to a few a month at most, and make each contain a real benefit. Avoid shortened links that look like spam, and never include sensitive data.
Offer a human reply path. If customers answer, someone should read it.
Test every message on your own phone before sending it to the list, and avoid sending during meals or late at night.
Track results and keep records
Count reminders sent, confirmations received, no-shows before and after, and redemptions of offers. Review complaints and opt-out rates, since a spike means the messages are too frequent or poorly targeted. Keep consent records and message logs for the period your attorney advises.
If you serve customers in several states or countries, check the rules for each, because requirements and penalties differ.
Common questions
Can I text a customer who gave me their number on a form?
Only for what they agreed to. A phone number given for a quote does not automatically allow promotional texts.
Are appointment reminders allowed without a separate opt-in?
Rules vary. Collect clear consent at booking and describe the reminders in your terms.
This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.