To avoid being a spammer there are three core things you need to understand.
The recipient must be clearly aware that he or she may receive commercial messages in the future. Opt-ins can be gained by;
- Filling in a form
- Ticking a box on a website
- Asking over the phone
- Asking face-to-face
- Texting to a number
- Certain existing business relationships
If an organisation has a strong relationship with the owner of the number such as a club member or service subscriber then consent to receiving messages messages may be "implied".
By law you must always identify yourself by company name within the message, as it will come from a number the recipient most likely will not recognise.
While not legally required, it is also a good idea to qualify the recipient as to why they are receiving the message. eg. Beauty Spa Members. This weeks specials are...
Recipients will not always remember when or how they came to subscribe to your service. By reminding them as part of the text, you will lessen the risk of damaging your brand.
As part of responsible messaging, you must also provide an opt-out mechanism. This mechanism should be displayed within the message and can take the following forms.
- Reply STOP to the message.
- Text STOP to a dedicated virtual number.
- Call a number in the message.
The simplest method is reply STOP. This gives the user the most direct path to opting out. Customers often ask why we make it easy, the answer is simple. Why would you pay to keep sending somebody messages they don't want?
Australian SPAM resources
Burst SMS SPAM policy
ACMA Anti-SPAM Website
ADMA Compliance Hub - Email, SMS & SPAM