SMS Marketing Compliance - How to Text Customers Without Getting Sued | Entrepreneur
Briefly

Contacts must explicitly opt in to receive texts from your organization. You must instruct them on how to opt out, and if they do, you must stop texting them. Opt-ins can be waived for prior commercial relationships.
Mobile carriers like AT&T and T-Mobile enforce regulations to ensure customers only receive wanted messages. Compliance with 10DLC registration is key to legitimacy in SMS marketing efforts.
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