Best Practices Around Periodically Sending Opt-Out Texts and Sender IDs

Overview

Text messaging is one of the most effective ways to reach your customers—but it comes with rules. These rules exist to protect consumers from unwanted messages, and they’re especially important in places like the United States and Canada.

This article explains the best practices for:

Letting customers know how to opt outof your messages

Clearly identifying your business (also called the "sender ID")

Following these practices helps you stay compliant, avoid message blocking, and build trust with your audience.

What's new?

When we introduced automated opt-out and sender info insertion, the goal was simple: help agencies stay compliant with evolving regulations — without requiring manual effort.

Now, we’re giving you more control and flexibility. With this latest update, every sub-account gets a straightforward on/off setting for the periodic opt-out feature. This means you can tailor compliance to each client’s needs, rather than applying it across the platform.

We’ve also improved how opt-out content is detected, ensuring better accuracy, fewer false positives, and smoother conversations.

Enable or Disable with a Click

Agencies and sub-accounts will now see a checkbox setting to toggle the periodic opt-out & sender info feature on or off.

Smart Defaults Based on Account Type

New sub-accounts: Periodic opt-out is enabled by default.

Existing sub-accounts: Periodic opt-out is disabled by default (giving you control to turn it on as needed).

Improved Opt-Out Phrase Detection (Based on Your Feedback!)

Previously, the system flagged individual keywords like “stop” or “cancel”. This sometimes caused unnecessary opt-out insertions (e.g., “please stop by the office” or “cancel the reservation”).

Now, the system checks for the entire opt-out phrase before adding compliance language.

This means:

Fewer false positives

Cleaner messages

A smoother recipient experience

No Impact on First Message Compliance

The first message in any SMS conversation will always include opt-out language and sender details, as required.

This update only affects how often that information is repeated in longer conversations.

NoteIf one of the first two options (opt-out message or sender information) is checked while ‘Enable Periodic Opt-Out’ is unchecked, only the selected item will be sent once. If both are checked and ‘Enable Periodic Opt-Out’ is unchecked, both will be sent once. If one of the first two is checked along with ‘Enable Periodic Opt-Out,’ that selected item will be sent periodically. If both of the first two are checked and ‘Enable Periodic Opt-Out’ is also checked, then both will be sent periodically.

Why Opt-Out Reminders and Sender Identification Matter

Legal Requirements

Laws like the Telephone Consumer Protection Act (TCPA) in the U.S. and similar rules in Canada require that businesses give people a clear way to opt out of receiving text messages.

Trust and Deliverability

Including opt-out instructions and identifying your business helps reduce complaints and increases your chances of successful message delivery.

Carrier Compliance

Mobile carriers enforce these rules. If you don’t follow them, your messages may be blocked, or your account could be suspended.

Best Practices for Opt-Out Messages

a. Always Provide Clear Opt-Out Instructions

Each message or campaign should include a simple opt-out method like:

“Reply STOP to unsubscribe.”

This is required under U.S. carrier rules.

b. Include Opt-Out Language Regularly

Add opt-out text in the first message you send.

For ongoing campaigns, include opt-out reminders at least once a month(by enabling the periodic opt out)

Note: If you adjust the frequency (e.g., from 30 days to another interval), the new schedule w