21 SMS Opt-in Examples to Stay Compliant (+Best Practices)

If you’re reading this, you probably know how effective texting can be for business.

Maybe you've even seen it firsthand. Texting gives your business faster replies, higher engagement, and better conversions at every step of your customer journey.

But before you hit send on your SMS broadcast, there’s one thing every business needs to get right: SMS opt-in compliance.

If you want to text U.S.-based phone numbers for your business, you can’t just text anybody. For example, you can’t use a texting platform like Salesmsg to cold text a list of random numbers.

Instead, you need explicit permission from your contacts before you text them. That’s why businesses use proven methods to encourage leads and customers to opt-in for their SMS lists. 

In this post, we’ll show you X examples of compliant SMS opt-in forms, so you can see exactly how to get permission to text your leads and customers.

• Web forms, text-to-join keywords, and checkout opt-ins
• Best practices for compliance and high-quality leads
• How to meet carrier and legal requirements without the hassle

This way, you can start growing your SMS texting list as early as today. Let’s start at the beginning.

What is an SMS Opt-in?

SMS opt-in is the process of getting explicit consent from your leads and customers before you send them text messages. In other words, you get their permission to text them.

You can ask for your leads permission through a web form, a text-to-join keyword, a paper form, or on your checkout page when you make a sale.

The key is that your leads and customers must knowingly agree to receive texts from your business.

Why are SMS opt-ins important?

Getting opt-ins isn’t just a best practice—it’s a legal requirement in the U.S.

Beyond compliance, asking for a SMS opt-in ensures you’re only texting leads and customers who actually want to hear from you. That’s important because opted-in leads are more likely to read and respond to your texts, which drives higher conversions.

On the flip side, texting the wrong audience can lead to opt-outs, spam complaints, and carrier filtering. That can hurt both your brand’s reputation and SMS deliverability.

Here at Salesmsg, we only want to text customers who want to hear from us.

When you sign up for our sales demo, you’ll notice we immediately ask for your permission to text you on our demo form. If you have a sales team, we recommend you do the same. That way, you can instantly text all your new demo leads to qualify them for your sales team. 

Laws and Regulations for SMS Opt-in

SMS marketing is regulated by laws like the Telephone Consumer Protection Act (TCPA) in the U.S. (If you’re working in Canada or Europe, you should check out the regulations there.)

In the U.S., this law requires businesses to:

• Obtain explicit consent before sending promotional texts.
• Provide a clear opt-out option (especially on the first text sent).  
• Only send texts during reasonable hours to avoid unwanted disturbances.

Along with legal requirements, mobile carriers have their own compliance standards for business texting known as 10DLC.Mobile carriers like AT&T and Verizon introduced these 10DLC compliance regulations to help weed out spammers texting their customers.

These regulations require businesses like yours to register with the mobile carriers before you start texting. Part of registering for 10DLC is proving you’re only texting your leads and customers with their consent.

Good news: In return for complying with their rules, the mobile carriers give you the best deliverability on your text messages. (We walk through this compliance process inside our Salesmsg app, so you can easily take care of this step.)

Not-so-good news: If you fail to follow their rules, you can face fines. You also may lose your customers’ trust. That’s why asking for SMS opt-ins is so important.

Types of SMS Opt-ins

Not all SMS opt-ins work the same way. Here are some of the most common methods businesses use:

Single Opt-in 

Leads give you their phone number, and give permission to text them. This is often done by clicking a checkbox. Once they do, those leads are automatically added to your SMS list. This method is quick and easy. 

Double Opt-in

After submitting their phone number, leads receive a confirmation text from you that requires them to reply to confirm their subscription. This adds an extra layer of verification. It’s not absolutely necessary, but some businesses prefer it.

Chipotle has a good example of this below. In the highlighted section, you can see this fast-food restaurant uses mobile numbers for two-step verification or a “double opt-in.” Then once you scroll down, you’ll see the rest of Chipotle’s compliance message.

Web Form Opt-in (Recommended)

This is our favorite way to grow your SMS list. New visitors to your site can opt in for your texting list by entering their phone number on your web forms.

To be fully compliant, you must include a checkbox that clearly states the terms of SMS consent on every web form.

Here’s a good example from the Salesmsg customer, Zollege below. Notice: You have to click the “I agree” box to give Zollege permission to text you.

We suggest you include a SMS opt-in on every web form on your site. This way, you can use every email or checkout form to constantly grow our SMS list.

For compliance, you must include an opt-in message with very specific language directly underneath your call to action on your web form.

What compliance language goes on your web forms? (Copy this)

Here's a breakdown of everything you need on your web forms.

• Permission to text – You must let your visitors clearly agree to receive text messages.
• Type of message sent – Define if your texts are promotional, transactional, or both.
• SMS fees – Let visitors know that standard messaging rates may apply.
• Message frequency – Set clear expectations for how often they will receive messages.
• Customer care information – Give subscribers an option to get help.
• Opt-out instructions – Explain how users can unsubscribe.
• Link to your terms of service – Include a direct link to your SMS terms.
• Link to your privacy policy – Make sure users can review how their data is handled.

You can cover all this information in one short paragraph. For example: 

(Unchecked checkbox) “I agree to receive recurring automated text messages at the phone number provided. Msg & data rates may apply. Msg frequency varies. Reply HELP for help and STOP to end. View our Terms of Service and our Privacy Policy.”

Don't forget your unchecked checkbox.

This is important. Always include an unchecked checkbox right next to your compliance message. By checking the box, your web visitors will be opting in for your SMS list. However, you must give your leads and customers the option to not check this box. It has to be their choice to receive texts from you or not.

Here’s a good example from Moon Valley Nursery below. Notice their unchecked checkbox right next to all their necessary compliance info.

Text-to-Join Keyword Opt-in (Recommended)

"Text my name, Kat, to XXXXX for a free copy of my last 25 viral LinkedIn posts." 

That’s an example of a text-to-join keyword.

Inside Salesmsg, you can create as many text-to-join keywords as you like to grow your SMS list. 

Once you set up these text-to-join keywords, you can add them to your website, back cover of your book, Instagram posts, LinkedIn carousels, Facebook ads, X posts, YouTube videos, fliers, TV commercials or anywhere else your fans hangout.

Best part? You don't need a link for text-to-join.

That’s why keywords are perfect for bios in books, programs, and social media. If you have a speaking engagement coming up, you can use a text-to-join keyword like this to turn the audience into your next SMS leads.

You can also add text-to-join keywords to print materials to grow your SMS list. If you’re using a print medium, the compliance language should appear just beneath the phone field and not anywhere else on the page.

Be sure to include this compliance language:

"I agree to receive recurring automated marketing text messages at the phone number provided. Msg & data rates may apply. Msg frequency varies. Reply HELP for help and STOP to cancel.”

Paper Form Opt-in 

If you’re headed to a conference where you’ll meet leads in person, you can ask these would-be customers to fill out a paper form to opt-in for your SMS list. 

Just like a web form, your paper form should include a space to collect phone numbers, so your new SMS leads can opt-in for future text messages. 

To stay legally compliant, your paper must be carefully laid out. You should include both a checkbox and a clear disclaimer. This disclaimer must state that by completing the form, the new SMS lead is consenting to receive text messages from your organization.

Along with conferences, you might use paper forms to grow your SMS list:

• At real estate open houses
• At trade shows / workshops
• At political rallies
• At book signings
• At charity galas
• At faith gatherings
• The front of your store 
• The hostess stand of your restaurant
• The front desk of your gym / dance studio / spa
• On information forms at your doctor’s office
• On the back page of your book
• On your lesson plans for your students
• In the final lesson of your online course
• Anywhere else your would-be customers see / visit.

Checkout Opt-in

You can ask your customers to join your SMS list from your checkout page if certain conditions are met.

If you have a website that uses Shopify Plus merchants, or your website has a custom checkout or integration with Recharge or ChartHook, you can use your checkout page to collect SMS opt-ins.

However, all other businesses can NOT ask customers to join their SMS list on their checkout page. This restriction includes asking for permission to text from the primary customer field used for account identification and login.

If you can use the checkout page to grow your SMS list, your compliant language must be visible. It must be in the same popup, form or checkout page where your customers will opt-in for your SMS list. It can’t be hidden or on a separate page.

Here’s the TCPA-approved compliance language: 

"I agree to receive recurring automated text messages (e.g. cart reminders) at the phone number provided. Consent is not a condition to purchase. Msg & data rates may apply. Msg frequency varies. Reply HELP for help and STOP to cancel. View our Terms of Service and Privacy Policy."

5 SMS Opt-in Best Practices

Getting opt-ins is one thing—getting quality opt-ins is another. Here are five best practices to follow:

Make It Easy to Opt-in

The fewer steps, the better. Whether you’re using a web form, QR code, or text-to-join campaign, make sure the process has zero blockers.

Be Transparent About the Opt-in Process

Let users know what they’re signing up for, how often they’ll receive messages, and what kind of content to expect. This helps manage expectations and builds trust.

Provide Clear Instructions

Tell customers exactly what to do. If you’re using a keyword-based opt-in, make sure they know which word to text and where to send it.

Offer Incentives for Opting In

Discounts, exclusive deals, or early access to sales can motivate customers to subscribe to your SMS list. Just make sure the offer will resonate with your particular customers. For example, Watches.com gives you a 10% discount when you sign up for their SMS list.

For example, Ekster promises early access to all sales, free cash clip with wallet orders, text-only flash sales, and text-only giveaways when you sign up for their VIP texting list.

Include a Clear Opt-out Option

Under the TCPA, it's mandatory to remove customers from text message marketing campaigns if they make a reasonable request to opt out.

Just like customers can opt in by texting a certain keyword, they can also request to opt out at any time by texting "STOP."

At Salesmsg, we've made it easy for leads to opt out, even if they make typos or use variations of the word "STOP” in their texts. Our texting platform instantly recognizes all these alternative phrases and removes that person from your list.

• Cancel
• Stop
• Stopall
• End
• Unsubscribe
• Quit

Tips for Creating Compelling SMS
Opt-in Messages

A well-crafted opt-in message makes all the difference. Here’s how to make yours stand out:

Keep It Short and Concise

People don’t have time to read long messages. Get to the point quickly.

Include a Clear Call-to-Action

Tell customers exactly what to do next, whether it’s clicking a link, texting a keyword, or filling out a form.

Personalize the Message

Whenever possible, use the customer’s name or mention how they interacted with your business to personalize your message.

Or in this case, Scrapbook.com created a video to invite all their leads to join their SMS list.

Use Clear and Simple Language

Avoid jargon. Keep it simple, direct, and easy to understand.

Include a Sense of Urgency

Encourage immediate action by highlighting limited-time offers or exclusive deals.

Conclusion: The Power of SMS Opt-in for Businesses

A well-executed SMS opt-in strategy is more than just a legal necessity—it’s a competitive advantage. It ensures you’re reaching the right people at the right time to drive the right results.

A few tips to get you started:

• Keep the opt-in process clear and simple.
• Always follow compliance regulations to protect your business.
• Use incentives and best practices to grow your list effectively.

How to Get Started with SMS Opt-in

If you’re ready to start growing your SMS list, Salesmsg makes it easy. With our seamless opt-in tools and automation, you can easily build a SMS list while staying fully compliant.

Not a Salesmsg customer yet? Go here to try out our texting platform for 14 days free.

Frequently Asked Questions about SMS Opt-ins

1. Is this required?

If you want to use a local phone number to text contacts who have phone numbers in the United States, yes, it is required. Businesses must obtain proper opt-in consent before sending marketing messages, especially to comply with TCPA regulations and 10DLC registration requirements.

2. I already have permission to text my contacts. Do they need to opt-in again?

If you already have permission to message them, no, you don’t need them to opt-in again. However, to get approved for 10DLC registration (which is required for sending messages from local phone numbers in the U.S.), you need an opt-in process that meets compliance standards.

3. What’s the difference between single and double opt-in?

Single opt-in adds a subscriber to your SMS list as soon as they give their phone number and consent to text them. Double opt-in requires an additional confirmation step, where the subscriber must reply to a text or click a link to confirm their subscription. Double opt-in ensures higher-quality subscribers and reduces spam signups.

4. Can I send SMS messages to customers without an opt-in if they’ve purchased from me?

No. Even if someone has bought from you, you still need explicit consent to send marketing SMS messages. Transactional messages (such as order confirmations or shipping updates) may not require an opt-in, but promotional messages do.

5. What happens if I don’t include an opt-out option?

Not including an opt-out option in your SMS messages can result in legal penalties and fines. To stay compliant with TCPA regulations, always include an easy way for recipients to unsubscribe (e.g., "Reply STOP to unsubscribe").

6. How often should I send SMS messages after opt-in?

This depends on your business and audience. However, a good rule of thumb is one to four messages per month for promotional SMS. Be clear during opt-in about how often subscribers should expect to hear from you.

7. Can I use SMS opt-ins for non-marketing messages?

Yes. SMS opt-in applies to any kind of messaging where consent is required, including reminders, updates, and customer service messages. However, transactional messages (like appointment confirmations) may not always require marketing consent.

8. How can I increase my SMS opt-in rate?

Offering incentives, using a clear call-to-action, and making the opt-in process simple can help boost your SMS sign-ups. Promoting opt-ins across multiple channels (e.g., website, social media, in-store) can also improve results.