Sending SMS PRO has become an essential communication channel for companies wishing to establish a direct link with their customers. However, before sending these messages, it is crucial to obtain the explicit consent of recipients, in order to comply with current regulations and guarantee a relationship of trust.
1. Why is consent essential?
A strict legal framework
Sending promotional messages by SMS is subject to a number of regulations. In particular, it must comply with the General Data Protection Regulation (RGPD) and the Law for Confidence in the Digital Economy (LCEN).
These texts require companies to obtain prior consent before sending commercial communications by SMS.
Consent must be:
✅ Explicit: The customer must tick a box or respond to an opt-in request.
✅ Free: He must not be forced to register to benefit from a service.
✅ Informed: He must know how his data will be used.
✅ Revocable: He must be able to unsubscribe easily at any time.
Failure to comply with these rules can result in substantial financial penalties and damage to your company’s reputation.
2. Best practices for obtaining consent
A. Include an opt-in box on registration forms
When a customer registers on your website or via a mobile application, include an unchecked box for PRO SMS registration.
✔️ Good example:
“I agree to receive promotional offers and information from [Name of your company] by SMS.”
❌ Bad example:
A pre-checked box (Opt-Out) that imposes opt-in by default (not RGPD compliant). Unclear consent (e.g.: “I accept the GTC” without mentioning SMS).
Please note that, as illustrated below, you must offer explicit, clear and separate consent for each communication channel.
B. Collecting consent at the point of sale
If you have a physical network (stores, branches), offer registration to your customer database at the checkout or reception desk.
Best practices:
- Add an opt-in box to your loyalty program registration form.
- Provide a QR code redirecting to a subscription form.
- Train your staff to explain the benefits of subscribing to SMS communications.
C. Encourage opt-in via competitions and events
Organizing a competition or event is an excellent opportunity to gather customer consent.
Example of an opt-in on a participation form:
“Take part in our competition and try to win a gift voucher! By registering, you agree to receive our exclusive offers by SMS.”➡️ Why does this method work?
✔️ It makes registering attractive for the customer.
✔️ It allows you to acquire qualified contacts interested in your offers.
3. Ensuring compliance and transparency
Clarifying the use of personal data
When collecting consent, specify the frequency and purpose of SMS messages (promotions, reminders, important information).
Make it easy to unsubscribe
Each message should include a simple option for unsubscribing, such as a STOP message to a short number.
📩 Marketing-friendly compliant SMS example:
“Grab 10% off your next order with our exclusive offer! Reply STOP to unsubscribe.”
Archive proof of consent
Keep a record of all collected consents (date, opt-in method, proof of validation) to ensure compliance in case of an audit.
Maximize SMS campaign effectiveness with qualified consent
Once consent is obtained, it’s important to leverage your contact list strategically:
- Segment your audience: Send personalized offers based on customer preferences.
- Analyze campaign performance: Track open rates, click-through rates, and unsubscribe rates to optimize your strategy.
- Test different messages: Run A/B tests to identify the most effective formats and offers.
How to manage unsubscribes effectively
When a customer chooses to opt out of receiving your SMS messages, it is crucial to immediately honor their request. This ensures compliance with regulations and helps maintain a positive relationship with your audience.
Continuing to send unsolicited messages can lead to financial penalties under local regulations and may harm your brand reputation. In addition, disengaged contacts are unlikely to interact with your campaigns, which reduces the overall effectiveness of your SMS marketing efforts.
To manage unsubscribes effectively:
✔️ Quickly remove contacts from your sending lists
✔️ Process all unsubscribe requests
✔️ Automate the opt-out process
Getting explicit consent from your customers for business SMS communications is a key step. It ensures effective, compliant, and well-received communication.
By following best practices — including opt-in forms, SMS campaigns, in-store sign-ups, and contests — and maintaining full transparency, you build trust with your audience and optimize your marketing campaigns.
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