SMS Marketing B2B/B2C – Opt-

SMS marketing is governed by Canada’s Anti-Spam Legislation (CASL) and subject to the same requirements as email marketing messages. It is prohibited to send a direct marketing SMS to individuals and organizations unless:

  • the individual or organization has explicitly consented to receiving it; and
  • the message contains: information that identifies the person who is sending the message and the person (if different) on whose behalf it is sent; information enabling the recipient to readily contact the sender and the person on whose behalf it is sent; and an unsubscribe mechanism.


The exceptions for e-mail (outlined above) also apply to SMS; however, special allowances are made for the identification, contact information and unsubscribe mechanism requirements to take into account the format and character limits of text messaging.  Abbreviated URLs are typically provided to mobile web pages that provide the requisite details, and unsubscribe requests entail texting “STOP” to the sender.

From a self-regulatory perspective, the Canadian Wireless Telecommunications Association’s Code of Conduct for Wireless Service Providers requires that, when marketing by SMS, marketers obtain express consent to send CEMs.

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