Opt-In for SMS Campaigns

Opt-in and opt-out requirements for SMS campaigns differ per country and within that, often by mobile operator and campaign type (directory assistance, marketing, free-to-end-user, premium, etc). Therefore, the following information is provided purely to explain in very general terms how end user opt-in works, particularly for campaigns in the UK and US. At all times you need to read and follow the regulatory information for your region.

Where the mobile operators have special requirements, MEP can support capturing and delivering this information on your behalf.

Initial opt-in

In the UK and US, opt-in to an SMS campaign might include these options:

  • A keyword sent into a short code
  • A phone call to your customer service team
  • Through a website (via either a mobile phone or PC)
  • A paper-based or in-store sign up

Opt-in via SMS is handled by your MEP services. However, to support phone, website, and paper-based sign up, there are three APIs available:

  • The Invoke Service API enables you to trigger a service for a specific end user. This API is highly available.
  • The Inject Message API enables you to simulate a message from the end user, which can then trigger your opt-in service.
  • The Subscriptions API enables you to add users to a subscription (but does not trigger a service).

U.S. double opt-in

Many campaigns run in the U.S. require end users to confirm their intent to opt-in to a service in order to comply with mobile operator regulations. When creating your opt-in service, use the double opt-in handler to run through this process easily.