SMS Compliance Checklist for 2025

Since more organizations are turning to SMS as a means of contacting their customers, adherence has stopped being an option; it is a necessity. In 2025, the privacy acts and carrier policies will become very stern; therefore, it is imperative that organizations keep their texting practices in compliance with the legal standings.

The lack of compliance is subject to fines, lawsuits, and brand reputation loss. This SMS compliance checklist will keep you compliant as you send promotional campaigns, appointment reminders or transactional messages and develop trust in your audience. Learn about federal legislation and how to handle opt-outs properly. This guide covers everything you need to know about SMS compliance in 2025.

Why SMS Compliance Matters

Avoid legal penalties

SMS compliance is not just best practice—it’s a legal necessity. Regulatory frameworks like the Telephone Consumer Protection Act (TCPA), CAN-SPAM Act, and Europe’s GDPR exist to protect consumers from unsolicited messages and misuse of personal data. Failure to comply can lead to severe consequences, with fines reaching thousands of dollars per violation. Businesses must ensure they have clear opt-in mechanisms and respect opt-out requests, as even accidental non-compliance can be costly.

Maintain customer trust

Respecting customers' privacy begins with proper consent. When businesses obtain explicit permission to send SMS messages and provide clear information on how user data will be handled, it fosters a sense of transparency. Customers are more likely to engage with brands they feel respect their boundaries. A solid compliance strategy helps build loyalty, protects brand reputation, and shows that user interests are prioritized over short-term gains.

Prevent carrier filtering

Mobile carriers implement sophisticated spam-detection systems to filter out potentially harmful or irrelevant messages. If SMS campaigns include suspicious keywords, excessive links, or originate from unverified sources, carriers may block or delay delivery. Compliant messaging ensures better deliverability by maintaining clean sending practices, authentic sender IDs, sending relevant messages, and avoiding spam triggers. Ultimately, adhering to these standards helps keep your messages from going straight to the void.

Increase engagement

When users expect and welcome messages, they’re far more likely to read, click, and interact. SMS compliance encourages businesses to send relevant, timely, and personalized messages to recipients who have actively opted in. This builds a more responsive and engaged audience. Not only does it strengthen campaign performance, but it also cultivates lasting relationships based on mutual consent and value.

Key Regulations to Know in 2025

Telephone consumer protection act (TCPA)

The TCPA is a pivotal regulation in the United States designed to safeguard consumers from unsolicited and intrusive promotional messaging. Organizations must obtain express written consent before sending marketing texts, making it essential to clearly inform users about the nature of the messages during the opt-in process.

Compliance also includes adding opt-out instructions in every message and respecting time-of-day restrictions, typically avoiding communication outside of 8 AM to 9 PM local time. Violating TCPA standards can result in steep fines, so businesses must tread carefully.

CTIA messaging principles

While not legally binding, the CTIA Messaging Principles are industry standards widely enforced by mobile carriers to ensure ethical and effective SMS communication. These guidelines emphasize the importance of transparent sender identification, clear opt-in and opt-out language, and the avoidance of certain types of content.

The SHAFT rules strictly prohibit messages involving Sex, Hate, Alcohol, Firearms, or Tobacco. Adhering to CTIA recommendations helps ensure message delivery, avoids carrier filtering, and keeps SMS campaigns aligned with public expectations.

General data protection regulation (GDPR)

For organizations reaching out to residents of the European Union, GDPR sets the gold standard for digital privacy and data protection. SMS messages must be backed by a lawful basis, typically explicit consent, and individuals have the right to request data deletion or export at any time.

Brands must carefully document when and how users gave consent, and ensure that all communications uphold the principles of transparency, control, and accountability. Failure to comply can lead to substantial penalties and reputational damage.

Canada’s anti-spam legislation (CASL)

CASL applies to businesses that send commercial electronic messages to Canadian residents, requiring either express or implied consent before initiating contact. Every message must clearly identify the sender and include a straightforward unsubscribe option to allow recipients to opt out easily.

CASL is more than a formality, it’s a proactive approach to maintaining customer trust and reducing spam. Organizations that respect these boundaries foster more meaningful and compliant interactions with their audience.

SMS Compliance Checklist for 2025

Obtain proper consent

• Use explicit opt-in mechanisms (web forms, keywords, checkboxes) 

• Provide clear details about message frequency and content 

• Never pre-check opt-in boxes on forms 

• Use double opt-in when possible for added protection

Store and track consent records

• Maintain a database of when, how, and where each user consented 

• Include IP address, timestamp, and source (web form, POS system, etc.) 

• Be prepared to show these records in case of audit or complaint

Provide clear opt-out options

• Include a clear opt-out method in every message (e.g., “Reply STOP to unsubscribe”) 

• Immediately honor opt-out requests 

• Remove opted-out users from future campaigns

Respect quiet hours

• Avoid sending messages between 9 PM and 8 AM in the recipient's local time zone 

• Use scheduling features to ensure proper timing

Use approved language and content

• Avoid all caps, excessive punctuation, and spammy words (FREE, WIN, CLICK NOW) 

• Identify your business in every message 

• Stay away from SHAFT content unless you have carrier approval

Segment promotional and transactional messages

• Promotional messages (sales, discounts) require opt-in consent 

• Transactional messages (receipts, shipping updates) can be sent under implied consent but should not include upselling

Send from verified numbers

• Use short codes, toll-free numbers, or verified long codes 

• Register your number with carriers to reduce blocking 

• Avoid using unregistered or rotating phone numbers

Provide access to privacy policies

• Link to your privacy policy during the opt-in process 

• Explain how user data will be stored, shared, and secured

Secure data and platforms

• Use platforms that encrypt data in transit and at rest 

• Control access to customer data with role-based permissions 

• Regularly audit platform security and user access logs

Train your team

• Educate all employees involved in customer communication about compliance rules 

• Provide templates and SOPs to ensure consistent and lawful practices

Tools to Help You Stay Compliant

Look for an SMS platform that offers built-in compliance features such as:

• Opt-in management and automation 

• Opt-out detection and suppression 

• Consent record tracking 

• Time zone-based scheduling 

• Message content filtering

One example is Falkon SMS, which includes many of these tools while remaining easy to use. While designed for broad business use, it offers special consideration to compliance-heavy industries like healthcare, finance, and nonprofits.

Common compliance mistakes to avoid

• Adding contacts from purchased lists 

• Sending marketing texts without prior consent 

• Forgetting to identify your business in each message 

• Ignoring opt-out requests 

• Mixing promotional content in transactional messages

Sample Compliant SMS Templates

Opt-in message

Marketing message

Transactional message

Opt-out confirmation

Conclusion

When you hear the word compliance, it might add another burden to an already stressful job, but with proper knowledge and tools, you will be able to make your SMS campaigns effective as well as compliant with SMS marketing laws. Use this 2025 checklist to ensure you are not breaking the law, gaining customer trust, and have long-term communication strategies that are result-oriented.

Begin your audit by examining your messaging habits and correcting what needs to be done to guarantee that everything is according to the recent rules. All we need is to have systems such as Falkon SMS with already built-in features on compliance to ensure that we are on the right side of the law.