What does opt-in mean in text messaging?

What’s more out of control when it comes to spam: your email inbox or your text messages? If we had to guess, it’s probably your email, as the phone industry is better at regulating who has permission to send texts.

For business texting, the US has clear regulations that customers must “opt in.” And companies must provide easy ways to “opt out.”  

If you’re a business that sends text messages, remaining compliant is an absolute must. 

Not sure how to stay compliant? We’ve got you covered. We’ll break down what opt-in means in text messaging, how to collect consent, and how to manage opt-outs the right way.

What does opt-in mean in text messaging?

Opt-in means a customer has given you clear permission to receive text messages from your business based on a subject.

Without your contacts opting in, you risk compliance issues and losing customer trust.

The difference between single opt-in vs double opt-in

Single opt-in and double opt-in both collect consent. The difference is how many steps it takes for someone to officially give it.

In practice, teams usually use single opt-in for messages like appointment reminders. Double opt-in is required for marketing messages, where an extra confirmation helps ensure people actually want to hear from you.

With single opt-in, consent happens once. A customer shares their phone number and agrees to receive messages, and texting can begin.

Double opt-in adds a second step. After submitting their number, the customer provides written consent by replying to a follow-up text or email.

Here’s a quick side-by-side comparison:

Feature	Single opt-in	Double opt-in
How it works	Someone shares their phone number and agrees to get texts from your business. Once they do, you can start messaging them.	Someone shares their phone number, then confirms they want texts by replying to a follow-up message.
Number of steps	One step	Two steps
Speed	Texting can start right away	Texting starts after the person confirms
Proof of consent	The original form, keyword, or conversation where they agreed	A written reply that clearly confirms consent
When teams usually use it	Service-related texts, like reminders, updates, or support follow-ups	Promotional messages, like offers, announcements, or campaigns

What does opt-out mean in text messaging?

Opt-out means a customer has withdrawn their permission to receive text messages from your business. Once they opt out, you’re no longer allowed to text them.

You should know opt-outs aren’t optional or something you can delay, either. They apply immediately, even if you still have information you want to send them.

Why SMS opt in matters 

The Telephone Consumer Protection Act, or TCPA, was first passed in 1991 and has been revised several times since. It covers all forms of business communication, including SMS. 

To comply with TCPA, businesses must get express written consent — also known as opt-in — before texting customers. Failure to comply with TCPA rules can result in fines from the Federal Communications Commission, or FCC. You may also violate carrier guidelines and could lose access to customers on networks like Verizon or AT&T. 

Maintaining TCPA compliance is a must since texting is one of the most valuable channels for businesses. The Cellular Telecommunications Industry Association, or CTIA, reports that Americans exchanged nearly 2.2T SMS and MMS text messages in 2024. This makes TCPA opt-in and opt-out requirements essential for communicating with customers. 

4 examples of how you can get opt-ins

It’s best to offer various types of opt-in options to cater to different customer preferences. This helps ensure a seamless experience for everyone. Here are four methods.

1. SMS-compliant opt-in forms on websites

SMS-compliant opt-in forms help businesses collect clear, explicit consent in a transparent way. Customers can enter their name, email, and phone number directly in the form. Then they confirm that they agree to receive automated text messages by checking a required consent box. 

You’ll often see these forms placed in different parts of a website. For example, they can appear as pop-ups, banners, landing pages, or simple checkboxes at checkout.

2. Text SMS keywords

Clothing brand SKIMS uses an SMS keyword. The website displays this message so customers can opt in to receive texts. Usually, the keyword is sent to a five- or six-digit business text number, also known as a short code. 

3. Verbal consent

Consent doesn’t always come from a form or a text. In some cases, a customer can give permission verbally during a live conversation.

For example, this might happen at a service desk, over the phone, or during an in-person appointment. 

Even with verbal consent, clarity matters. It helps to explain the types of messages they’ll receive. 

Here’s an example of what verbal opt-in can look like:

Staff member: “Can we text you appointment reminders and updates?”

Customer: “Yes.”

Staff member: “Perfect. We’ll only text you about your appointment. You can reply STOP at any time if you change your mind.”

Make sure that verbal confirmation is documented in a call recording or transcript. However, keep in mind you should have permission from your contact to record the phone call. Learn more about this in our call recording compliance guide.

4. Physical form

Physical forms are another common way to collect consent, especially for in-person businesses.

A customer can check a box on a paper form that asks if they want to receive text messages. Once they’ve opted in, you can follow up by SMS as expected.

Examples of double opt-in

Both SMS opt-in examples above are for marketing and promotional texts, which require double opt-in. 

Upon completing the web form, the customer will get an automated text message requesting confirmation. By replying “Y,” they provide double opt-in for SMS consent.

It’s also common for opt-in messages to say, “Message and data rates may apply.”

What you need to include for compliant SMS opt-ins

To stay compliant, your SMS opt-in methods should clearly include the following:

✅ A clear request for consent: Make it obvious that the customer is agreeing to receive text messages from your business.

✅ A required opt-in checkbox: Customers must take an action to opt in. Pre-checked boxes don’t count.

✅ Message type disclosure: Explain whether texts will be transactional, marketing-related, or both.

✅ Message frequency disclosure: Set expectations for how often customers may receive texts.

✅ Clear opt-out instructions: Explain how customers can stop messages at any time, such as replying “STOP.”

✅ Links to Terms and Conditions and your Privacy Policy: Clarify how customer information is used and protected. Provide your business contact information.

✅ Documented consent: Make sure you can record when and how the customer opted in.

Requirements and best practices for SMS opt-in

The TCPA has some additional requirements for SMS messages, and CTIA has its own guidelines. Here are some best practices to follow to ensure you’re not annoying your customers or getting flagged as spam:

1. Text within business hours

The TCPA prohibits communicating with customers outside of business hours. By its definition, this is between 8:00 a.m. and 9:00 p.m. in the recipient’s time zone. If you send messages outside of these hours, you risk a TCPA violation. 

With Quo, formerly OpenPhone, you can schedule texts based on the recipient’s time zone, ensuring that you stay TCPA compliant. 

2. Obtain customer consent for each campaign

If you want to send promotional or recurring messages, you should get an additional layer of consent, or double opt-in. Additionally, you have to get separate consent for each SMS marketing campaign. If you send promotional and transactional text messages, you need to get consent for each.

Plus, customer consent for SMS text messages is business-specific. If you own two businesses — say, a soap-making business and a dog-walking business  — you can’t use consent from one to send marketing texts for the other without obtaining explicit permission for each business. 

3. Keep a record of opt-ins

Since unwanted and spam text messages are a hot-button issue, the cost of noncompliance is steep. In addition to TCPA fines — which can be assessed per violation — you could face a lawsuit that has the potential to cost you thousands of dollars. At a minimum, you damage your brand image and reputation.

In case a dispute arises with new subscribers, you should have proof of opt-in consent for each customer. Retain these records even after the customer has opted out. 

In your Quo workspace, you can easily bulk export all message logs for a customer. You can use these as proof of opt-in consent since they include the “Y” or “YES” response to an opt-in message.

4. Include opt-out instructions

To stay compliant, you also need to provide customers with an easy way to opt out. Opt-out requests are easiest with a standardized word, such as “Text STOP” to unsubscribe. You don’t need to set up multiple opt-out options, such as informing customers that they can use STOP or END. 

Additionally, CTIA guidelines require you to recognize the natural language that people may use. If your keyword is STOP and the customer replies, “Don’t send me any more messages,” you still need to recognize the opt-out text message. Per CTIA guidelines, you can send one final message after a customer opts out to confirm that the customer has opted out successfully. 

With Quo, opt-outs are handled automatically. For example, if a customer replies “UNSUBSCRIBE,” Quo sends a confirmation message and blocks all future texts to that number. No setup or manual work required from your team.

5. Avoid generic link shorteners 

Many companies try to keep messages short by using link shorteners with URLs. If you want to do the same, don’t use generic link shorteners. Spammers love using public link shorteners, so most US carriers automatically block messages containing bit.ly or tiny.url links.

Instead, you can do one of the following:

• Remove https:// and www from the URL, for example: quo.com.
• Shorten the copy of the text itself to make space for the link.
• Sign up for a messaging service that offers custom link shortening.

6. Promote opt-ins across multiple channels

You can promote opt-ins through email, social media, your website, and in-store touchpoints like signage or receipts. The channel may change, but the goal stays the same: make it clear how to opt in and what to expect.

7. Keep opt-in forms simple and user-friendly

Opt-in forms should feel quick and easy, not like extra work. The fewer steps involved, the better.

Focus on collecting only what you need, and make sure the form actually works from start to finish. That includes testing submissions, confirmation messages, and opt-out flows.

Manage SMS opt-in consent at scale

Text messaging requires compliance with TCPA regulations. This means having clear processes to manage messages and customer replies effectively. 

Quo simplifies compliance. It provides features like text message templates and snippets your entire team can use to ensure consistency. Plus, you’ll get access to other types of automated messaging like scheduled messages. These help ensure your texts are sent within business hours and maintain a professional tone.

You can also complete US carrier registration through Quo. This lowers the risk that mobile companies like AT&T, Verizon, and T-Mobile will filter your messages on their network. You want to make sure your messages reach your customers!

To see how Quo can work for your team, sign up for a free trial.

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