What is SMS Opt-In / Opt-Out?
SMS Opt-In is how consumers give permission to receive business texts. Opt-Out is how they revoke it — typically by replying STOP. Both are required under TCPA regulations.
What is SMS Opt-In / Opt-Out?
SMS Opt-In and Opt-Out are the consent mechanisms that govern business text messaging. Opt-in is the process by which a consumer gives explicit permission to receive texts from a brand. Opt-out is how they withdraw that permission — most commonly by replying STOP to any message.
Under the TCPA, businesses must obtain prior express written consent before sending marketing texts. This consent must be affirmative (the customer takes a deliberate action), informed (they know they're agreeing to receive texts), and documented (you can prove consent was given).
Opt-out must always be available and honored immediately. When a customer replies STOP, the business must cease all marketing messages to that number. Continuing to text after a STOP reply is a TCPA violation with penalties of $500–$1,500 per message.
How does SMS Opt-In / Opt-Out work?
Common opt-in methods include: keyword opt-in (texting a word to a short code), web form opt-in (entering a phone number on a website with consent language), checkout opt-in (checking a box during purchase), QR code opt-in (scanning a code that pre-fills a text), and verbal opt-in (with proper documentation).
For opt-in to be TCPA-compliant, the consent language must clearly state: the customer is agreeing to receive marketing texts, the identity of the sender, that message and data rates may apply, and that they can opt out at any time by replying STOP.
Opt-out is handled automatically by SMS platforms. When a subscriber replies STOP (or UNSUBSCRIBE, CANCEL, END, QUIT), the platform immediately flags the number as opted-out and suppresses all future marketing messages. Brands must not manually override opt-outs.
Why does SMS Opt-In / Opt-Out matter for DTC brands?
Proper opt-in and opt-out handling isn't just compliance — it's the foundation of a healthy SMS program. Subscribers who actively opted in are more engaged, more likely to purchase, and less likely to complain. Purchased or scraped lists lead to high opt-out rates, carrier complaints, and legal exposure.
Opt-out handling directly affects deliverability. Carriers track complaint rates per sender. If your opt-out rate or spam complaint rate is high, carriers will filter your messages — reducing deliverability for your entire program.
For SMS commerce, clean consent means every subscriber genuinely wants to hear from you. This self-selected audience is why SMS converts so much better than interruptive channels. Protect that asset by respecting opt-in and opt-out rigorously.
Key points
Explicit consent required
Customers must actively opt in with clear consent language. No pre-checked boxes, no assumed consent, no purchased lists.
STOP is immediate
When a customer replies STOP, all marketing messages must cease immediately. No exceptions, no "are you sure?" messages.
Document everything
Store consent records: when the opt-in happened, how, and what language was presented. This protects you in disputes.
See SMS Opt-In / Opt-Out in action with AudienceTap
AudienceTap is the text-to-buy platform that powers sms opt-in / opt-out for DTC brands.
Related terms
TCPA Compliance for SMS Marketing
TCPA compliance refers to the rules under the Telephone Consumer Protection Act that govern how businesses can send marketing text messages — including consent requirements, opt-out handling, and quiet hours.
Double Opt-In (SMS)
Double Opt-In is a two-step consent process where a subscriber provides their phone number, then confirms by replying to a verification text — providing stronger proof of consent.
SMS Keyword Campaigns
SMS Keyword Campaigns use a specific word (e.g., "COFFEE" or "JOIN") that customers text to a phone number or short code to opt in, trigger an automation, or access a promotion.
SMS Opt-In / Opt-Out FAQ
The customer must take an affirmative action (texting a keyword, submitting a form, checking an unchecked box) with clear consent language stating they agree to receive marketing texts from your brand.
Only if they explicitly consented to receive marketing texts during checkout. Having a phone number for order updates does not equal consent for marketing messages. A separate, clear opt-in is required.
Each message sent after an opt-out is a potential TCPA violation ($500–$1,500 per message). This is why SMS platforms automatically suppress opted-out numbers. Never manually override opt-out lists.
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