{"id":2164,"date":"2019-01-01T01:00:41","date_gmt":"2019-01-01T01:00:41","guid":{"rendered":"https:\/\/onpointlegalleads.com\/?p=2164"},"modified":"2025-04-04T17:07:58","modified_gmt":"2025-04-04T17:07:58","slug":"top-sms-text-message-marketing-and-compliance-tips","status":"publish","type":"post","link":"https:\/\/onpointlegalleads.com\/personal-injury-leads\/top-sms-text-message-marketing-and-compliance-tips\/","title":{"rendered":"Top SMS Text Message Marketing and Compliance Tips"},"content":{"rendered":"[vc_row][vc_column][vc_column_text]<span style=\"font-family: verdana, geneva, sans-serif;\">SMS text message marketing has grown by leaps and bounds over the past few years.<\/span><\/p>\n<p><span style=\"font-family: verdana, geneva, sans-serif;\">It is a popular form of marketing that can help generate more<strong> <a href=\"https:\/\/onpointlegalleads.com\/personal-injury-leads\/\">personal injury leads<\/a><\/strong> for attorneys, increase retail sales for merchants, and improve brand exposure for growing companies.\u00a0<\/span><\/p>\n<p><span style=\"font-family: verdana, geneva, sans-serif;\">Increasingly, big brand companies have been jumping on the SMS text marketing bandwagon.<\/span><\/p>\n<p><span style=\"color: #ff0000;\"><strong><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-2173 size-large alignnone\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Marketing-Compliance-for-personal-injury-leads-1024x683.jpg\" alt=\"cell phone for text message marketing\" width=\"600\" height=\"400\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Marketing-Compliance-for-personal-injury-leads-1024x683.jpg 1024w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Marketing-Compliance-for-personal-injury-leads-300x200.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/strong><\/span><\/p>\n<p><span style=\"font-family: verdana, geneva, sans-serif;\">Now, let\u2019s get into it\u2026<\/span><\/p>\n<ol style=\"list-style-type: upper-roman;\">\n<li>\n<h2><span style=\"font-family: verdana, geneva, sans-serif;\"><span style=\"font-family: verdana, geneva, sans-serif;\"><strong>What Is SMS Text Message Marketing?<br \/>\n<\/strong><\/span><\/span><\/h2>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">Technically speaking, SMS is an acronym for Short Message Service.<\/p>\n<p>This is the protocol used by mobile networks that permits mobile carriers to send and receive text message communications.<\/p>\n<p>The marketing aspect arises when retailers, restaurants, law firms and other businesses send text messages to prospect\u2019s and customer\u2019s mobile phones.<\/p>\n<p>What are they sending?<\/p>\n<p>Well, surely, you\u2019ve received:<\/p>\n<ul>\n<li>a promotion<\/li>\n<li>a coupon<\/li>\n<li>a confirmation appointment<\/li>\n<li>an auto-response message after submitting info to a landing page<\/li>\n<li>a prompt to send a code to enter a contest or sweepstakes<\/li>\n<\/ul>\n<p>In other words, businesses and attorneys are marketing to you via your cell phone!<\/p>\n<p>Now, this type of marketing communications should not be confused with MMS, which means Multimedia Messaging Service. This protocol is an extension of SMS that allows <em>images and video<\/em> to be delivered via text messages.<\/p>\n<p>Pretty cool, right?<\/p>\n<p>And MMS is growing.\u00a0 But it does cost more because of the increased resources required.<\/p>\n<p>Yet, just like video has been exploding in popularity, you can expect the same with MMS Marketing.<\/p>\n<p>Examples of SMS and MMS messages are below.<\/p>\n<table style=\"margin: auto;\">\n<tbody>\n<tr>\n<td>\n<div id=\"attachment_2178\" style=\"width: 179px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-2178\" class=\"size-medium wp-image-2178\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/SMS-Marketing-Image_Personal-Injury-Leads-page-169x300.jpg\" alt=\"SMS text marketing for injury leads\" width=\"169\" height=\"300\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/SMS-Marketing-Image_Personal-Injury-Leads-page-169x300.jpg 169w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/SMS-Marketing-Image_Personal-Injury-Leads-page-576x1024.jpg 576w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/SMS-Marketing-Image_Personal-Injury-Leads-page.jpg 720w\" sizes=\"(max-width: 169px) 100vw, 169px\" \/><p id=\"caption-attachment-2178\" class=\"wp-caption-text\">Example of SMS text auto response message for personal injury leads.<\/p><\/div><\/td>\n<td>\n<div id=\"attachment_2177\" style=\"width: 179px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-2177\" class=\"size-medium wp-image-2177\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/MMS-Marketing-Image_Personal-Injury-Leads-page-169x300.jpg\" alt=\"MMS text marketing for injury leads\" width=\"169\" height=\"300\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/MMS-Marketing-Image_Personal-Injury-Leads-page-169x300.jpg 169w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/MMS-Marketing-Image_Personal-Injury-Leads-page-576x1024.jpg 576w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/MMS-Marketing-Image_Personal-Injury-Leads-page.jpg 720w\" sizes=\"(max-width: 169px) 100vw, 169px\" \/><p id=\"caption-attachment-2177\" class=\"wp-caption-text\">Example of MMS text auto response message for personal injury leads.<\/p><\/div><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>So, if SMS marketing has caught your attention now, you\u2019ll want to consider implementing the next phase of this trend, which is <strong>MMS Text Message Marketing.<\/strong><\/p>\n<p>Okay, let\u2019s get back to traditional text messaging marketing.<\/p>\n<p>By now, you may be asking yourself, \u201cWhy is this marketing platform getting so much hype?\u201d<\/p>\n<p>Well, check out these impressive statistics on SMS text message marketing\u2026I\u2019m sure you will find your answers.<\/p>\n<ul>\n<li>Text messages have the highest open rates among digital marketing platforms, between <a href=\"https:\/\/www.shiftcomm.com\/blog\/what-is-the-open-rate-of-sms-text-messaging\/\">82%<\/a> and <a href=\"https:\/\/www.marketingprofs.com\/chirp\/2017\/33045\/email-vs-sms-battle-of-the-heavyweights-infographic\">98%<\/a>.<\/li>\n<li>The <a href=\"http:\/\/www.ctia.org\/industry-data#type=Facts%20%26%20Infographics\">average response time for a text message is 90-seconds<\/a>, compared to 90 minutes for email.<\/li>\n<li>62% of the population who own cell phones <a href=\"http:\/\/www.pewinternet.org\/2015\/08\/26\/americans-views-on-mobile-etiquette\/\">check them immediately<\/a> after they wake up.<\/li>\n<li><a href=\"http:\/\/www.pewinternet.org\/2015\/10\/29\/technology-device-ownership-2015\/\">92% of the U.S owns a mobile phone<\/a> that can receive text messages, while 68% of those own a smartphone.<\/li>\n<li><a href=\"http:\/\/www.nielsen.com\/content\/dam\/corporate\/uk\/en\/documents\/Mobile-Consumer-Report-2013.pdf\">SMS messaging is the most widely used service<\/a> for data worldwide.<\/li>\n<li><a href=\"http:\/\/www.openmarket.com\/resources\/white-papers\/\">The #1 ranked message opened by mobile phone users<\/a> is text messages.<\/li>\n<li><a href=\"https:\/\/www.retaildive.com\/ex\/mobilecommercedaily\/sms-has-eight-times-the-response-rate-of-email-study\">Text messaging generates six to eight times more consumer engagement<\/a> compared to email marketing.<\/li>\n<li><a href=\"https:\/\/www.emarketer.com\/Article\/Consumers-Prefer-SMS-Loyalty-Program-Updates\/1014373\">48% of Internet users prefer loyalty-based messages through text<\/a>.<\/li>\n<\/ul>\n<p>Among the most important factors to consider is the degree that consumers <em>want <\/em>vendors to use this medium.\u00a0 For example, <a href=\"https:\/\/buildfire.com\/sms-marketing\/\">over 50% prefer support communication through text<\/a> relative to other platforms.<\/p>\n<p>Although texts are personal in nature, don\u2019t be shy boys and girls.\u00a0 It\u2019s time for you to start considering this medium.<\/p>\n<p>Because ultimately, texts have immediate and direct delivery that allow consumers to react.\u00a0 That means more sales.<\/p>\n<p>Among the most beneficial methods of mobile marketing is a call to action to visit your website or store. This effectuates consumer engagement and exposure to your brand, product, and services.<\/p>\n<p>But all that said, don\u2019t be irresponsible with this digital marketing medium.<\/p>\n<p>There are government agency regulations and industry association guidelines that should be followed, such as the following.<\/p>\n<ul>\n<li><strong>The Telephone Consumer Protection Act<\/strong>. The TCPA originated from the <a href=\"http:\/\/www.fcc.gov\/\">FCC<\/a>.\u00a0 Some of the requirements include obtaining express consent to send texts and sending between 8 a.m. and 9 p.m.<\/li>\n<li><strong>Cellular Telecommunications Industry Association<\/strong>. The <a href=\"http:\/\/www.ctia.org\/industry-data\">CTIA<\/a> has guidelines that may not have the force of law, but violations may result in carriers shutting down your service.<\/li>\n<li><strong>Mobile Marketing Association<\/strong>. The <a href=\"http:\/\/www.mmaglobal.com\/\">MMA<\/a> has no force of law and a violation may not have an immediate detrimental impact. Nonetheless, following these guidelines are considered best practices. Your prospects and clients will appreciate it.<\/li>\n<\/ul>\n<p>We will cover relevant laws, guidelines, and best practices for attorneys and businesses after we review the best strategies for SMS text marketing.<\/p>\n<p>But before we jump to the next section, let\u2019s leave off with two sets of quotes I\u2019d like you to read about how personal and unique texts are:<\/p>\n<ul>\n<li>According to Luke Wilson of EZ Texting, &#8220;Because text messages appear on people&#8217;s mobile phones, they feel more personal than other kinds of marketing.&#8221; Additionally, &#8220;Texting allows businesses to do many of the things that traditional media does \u2026 without having to invest in extra hardware, labor, printing or media buys.&#8221;<\/li>\n<li>And, <a href=\"https:\/\/unionsquaremedia.com\/press\/007.php\">Yoni Ben-Yehuda<\/a>, CMO of Web design firm Blue Fountain Media mentioned, &#8220;Most users are attached to their mobile phones and always in arm&#8217;s reach of the device, making it a premium platform to target a unique audience if they&#8217;ve provided you with their phone number as a communication channel. Depending on the content and the unique needs of the user, text message marketing is often a good channel to focus on.&#8221;<\/li>\n<\/ul>\n<p>&nbsp;<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h2><strong>What Are The Best Marketing Strategies For SMS Text Messaging?<br \/>\n<\/strong><\/h2>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">Like any digital marketing campaign, you&#8217;ll want to know the top strategies to achieve success.<\/p>\n<p>Take a look at the following methods other law firms, retailers, and big brand companies have used.<\/p>\n<ol style=\"list-style-type: upper-alpha;\">\n<li>\n<h3><strong><strong>Get to the Point<br \/>\n<\/strong><\/strong><\/h3>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">Ever hear of the expression, \u201cless is more\u201d?<\/p>\n<p>Well, this is the time to apply that it.<\/p>\n<p>Generally, you have 160 characters to get your message across.\u00a0 So, be direct.\u00a0 You will want to <a href=\"https:\/\/callhub.io\/blog\/text-messaging\/text-messaging-abbreviation\/\">write clear messages<\/a> absent abbreviations, don\u2019t use too many all caps, and write in simple English.<\/p>\n<p>Your <a href=\"https:\/\/www.lifewire.com\/sms-marketing-tips-for-new-mobile-marketers-2373438\">sentences should be short<\/a>, too.\u00a0 This is an effective means of getting your message across.<\/p>\n<p>As for frequency, 4-5 messages per month that gradually progresses to 10 per month is ideal, according to <a href=\"https:\/\/uplandsoftware.com\/mobile-messaging\/resources\/blog\/what-is-the-optimal-frequency-of-sending-sms-messages\/\">Upland Software<\/a>.\u00a0 Make sure you review unsubscribes, since over doing this could cause churn.<\/p>\n<p>Finally, be clear and fully-informative. If you\u2019re promoting a sale or product with urgency, let the consumer know the time and dates.\u00a0 Havin a sale is great, but don\u2019t forget to include the time, day, and expiration.<\/p>\n<p>People are more likely to react if they are fully informed and incentivized.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h3><strong><strong>Include Call to Action Prompts<br \/>\n<\/strong><\/strong><\/h3>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">Always <a href=\"https:\/\/www.wix.com\/blog\/call-to-action-examples\">make your message actionable<\/a>.<\/p>\n<p>SMS text message marketing is a form of direct response marketing, so take advantage of it.<\/p>\n<p>You\u2019ll want to write a message that includes \u201cCall Now,\u201d \u201cBuy,\u201d \u201cPurchase,\u201d or \u201cAvail.\u201d\u00a0 Some <a href=\"https:\/\/www.invoca.com\/blog\/7-awesome-examples-of-landing-pages-that-drive-click-to-call\">businesses include a landing page and phone number<\/a>.<\/p>\n<p>Others request their users to reply with a code, like ATTORNEY to qualify for a product that is only $10 for the next 6 hours.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h3><strong><strong>Timing and Urgency is Everything<br \/>\n<\/strong><\/strong><\/h3>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">One of the best practices of call to actions is to include urgency.<\/p>\n<p>Engagement increases when immediacy is instilled, so use that to your advantage and <a href=\"https:\/\/www.lifewire.com\/iphone-app-marketing-10-ways-to-increase-user-downloads-2373450\">send SMS text messages at the most responsive time<\/a>.<\/p>\n<p>After all, most people open their texts well within the first two-minutes of receipt, which blows away the average time for emails that clock in at 90-minutes.<\/p>\n<p>So, tempt the crowd with deadlines like \u201ctoday only,\u201d \u201cexpires soon,\u201d or \u201cvalid till.\u201d<\/p>\n<p>Direct responses from SMS text users are most effective when done on a last-minute basis.\u00a0 For example, if you\u2019ve got an event starting on a Saturday night, send the invite Saturday early afternoon.<\/p>\n<p>They can also be highly effective for auto-responses.\u00a0 When a prospective attorney submits information on our personal injury leads page regarding <strong><a href=\"https:\/\/onpointlegalleads.com\/personal-injury-leads\/\">personal injury lead generation<\/a><\/strong>, they may receive a confirmation like, \u201cOnPointLegalLeads.com: You\u2019ve requested info on Personal Injury Auto Accident Leads. We\u2019ll call momentarily or call 972-584-0204. Msg&amp;Rates apply. STOP to opt-out.\u201d<\/p>\n<p><span style=\"color: #000000;\"><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-2181\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/auto-response-from-onpointlegalleads.com_-300x215.jpg\" alt=\"personal injury lead generation auto response from onpointlegalleads\" width=\"300\" height=\"215\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/auto-response-from-onpointlegalleads.com_-300x215.jpg 300w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/auto-response-from-onpointlegalleads.com_.jpg 720w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/strong><\/span>But don\u2019t forget that early morning or late-night texts are not for business. Acceptable time frames are between 8 am and 9 pm, and weekends and holidays can generate high response rates.<\/p>\n<p>Mondays are the worst times to send texts, according to <a href=\"https:\/\/www.mobilemarketer.com\/ex\/mobilemarketer\/cms\/opinion\/columns\/14882.html\">Mobile Marketer<\/a>.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h3><strong><strong>Combine Opt-In Marketing Channels<br \/>\n<\/strong><\/strong><\/h3>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-2169\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/combine-marketing-channels-to-generate-accident-injury-leads-300x209.jpg\" alt=\"different mediums for legal leads\" width=\"300\" height=\"209\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/combine-marketing-channels-to-generate-accident-injury-leads-300x209.jpg 300w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/combine-marketing-channels-to-generate-accident-injury-leads-1024x715.jpg 1024w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Your text message marketing campaigns shouldn\u2019t be one-offs.<\/p>\n<p>Significantly, both contemporary and traditional marketing generate the best results when multiple channels are pursued.<\/p>\n<p>So, if you\u2019re performing social media, pay-per-click, search, push and\/or direct mail, utilize all of these to emphasize similar messages and reinforce relationships.<\/p>\n<p>The effect often is an increase in brand awareness, search engine rankings, and overall exposure to your product or service.<\/p>\n<p>If you\u2019re an accident injury law firm, you may want to send text and email notifications on clients\u2019 birthdays and when confirming appointments.\u00a0 If you\u2019re a retailer, you may do the same<\/p>\n<p>These also serve as opportunities to obtain the written consent needed to expand your base.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h3><strong><strong>Track Open and Click Through Rates<br \/>\n<\/strong><\/strong><\/h3>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">Here we go again.<\/p>\n<p>You get data like open rates and click through rates from email marketing, and you can get it from your SMS campaigns too.<\/p>\n<p>And the data can be highly valuable.<\/p>\n<p>19 percent of users click on links within a text message, compared to under 5 percent for emails.\u00a0 It\u2019s higher than any other marketing platform!<\/p>\n<p>That adds up to valuable insight, which can be used when segmenting your database (spoiler alert\u2026take a look below).<\/p>\n<p>Ultimately, segmenting allows higher response rates and conversion rates.\u00a0 And, it reduces unsubcribes that can be fatal to your list.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h3><strong><strong>Segment Your Database<br \/>\n<\/strong><\/strong><\/h3>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-2174\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/segment-client-database-300x175.jpg\" alt=\"segment clients when text message marketing\" width=\"300\" height=\"175\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/segment-client-database-300x175.jpg 300w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/segment-client-database-1024x598.jpg 1024w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Each customer is different.<\/p>\n<p>Take advantage of this and <a href=\"https:\/\/clevertap.com\/blog\/customer-segmentation-examples-for-better-mobile-marketing\/\">segment your database<\/a>.<\/p>\n<p>So, just like email campaigns, you\u2019ll want to personalize your message and promotions based upon past purchases, demographics, open and click through rates, and other means.<\/p>\n<p>One of the most popular SMS campaigns companies engage is birthday promotions.\u00a0 This is an easy way to personalize this personal yet informal marketing platform.<\/p>\n<p>Plus, you can <a href=\"https:\/\/clevertap.com\/mobile-ab-testing\/\">A\/B test<\/a> the effectiveness of your campaigns once you\u2019ve obtained the data.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h3><strong><strong>Know the Rules, Get Express Consent, and Make it Clear How to Opt-Out<br \/>\n<\/strong><\/strong><\/h3>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-2170\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/express-consent-for-sms-text-marketing-campaigns-300x200.jpg\" alt=\"electronic signature for signed consent\" width=\"300\" height=\"200\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/express-consent-for-sms-text-marketing-campaigns-300x200.jpg 300w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/express-consent-for-sms-text-marketing-campaigns-1024x683.jpg 1024w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>We\u2019ll cover this topic in full in the next section.<\/p>\n<p>That\u2019s how important it is.<\/p>\n<p>So, remember, there are laws passed by the FCC by way of the Telecommunications Consumer Protection Act.\u00a0 And they need to be followed.<\/p>\n<p>The #1 rule you will hear is obtaining \u201cexpress consent.\u201d<\/p>\n<p>In other words, you must get permission from mobile users to send your message.<\/p>\n<p>Otherwise, you\u2019re breaking the law and spamming people.\u00a0 That doesn\u2019t just hurt you. It hurts other marketers and gives the platform a bad rap.\u00a0 We\u2019ve seen it happen with email marketing.<\/p>\n<p>There are lots of ways to get customers\u2019 express consent.<\/p>\n<p>You can obtain short codes, check-off boxes on websites and emails, direct mail, and opportunities in social media sites.<\/p>\n<p>And like email, be clear about how to opt-out.\u00a0 Use \u201cReply STOP to Unsubscribe\u201d in your text.<\/p>\n<p>As an example, prospective claimants on attorney landing pages can give consent under the call to action to submit their information.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<\/ol>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/li>\n<li>\n<h3><strong>Fundamental Steps: How Can I Begin an SMS Text Message Marketing Promotion?<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2167 size-large\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Attorney-buying-personal-injury-leads-for-sale-1024x683.jpg\" alt=\"attorney pursuing personal injury leads for sale\" width=\"600\" height=\"400\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Attorney-buying-personal-injury-leads-for-sale-1024x683.jpg 1024w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Attorney-buying-personal-injury-leads-for-sale-300x200.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><br \/>\nIf you think you\u2019re ready to begin an SMS marketing campaign, here are some steps to follow:<\/p>\n<ol>\n<li><strong>Determine the purpose.<\/strong> Part of this will be based upon your business and the opportunities available. Can you use coupon codes and sweepstakes for increased exposure?\u00a0 Can you upsell?\u00a0 Do you need to improve conversions from appointment setting?\u00a0 These are questions you need to ask.\u00a0 If you\u2019re an attorney looking for <strong><a href=\"https:\/\/onpointlegalleads.com\/personal-injury-leads\/\">personal injury leads for sale<\/a><\/strong>, see if you\u2019re lead generation company has an SMS text message marketing auto-response and drip campaign that could increase contact and retention rates. It\u2019s the perfect fit!<\/li>\n<li><strong>Determine your target market.<\/strong> You\u2019ve probably already done this, generally speaking. But you need to differentiate your prospects from your clients because the message likely will be different.\u00a0 Then segment further within those audiences.<\/li>\n<li><strong>Review your competition<\/strong>. Take a look at what your competitors are doing and see how their campaigns may perform for your business.\u00a0 You don\u2019t always need to reinvent the wheel.<\/li>\n<li><strong>Create messages that match your goals<\/strong>. The first three steps are prerequisites to this step and provide a framework for your SMS campaign.<\/li>\n<li><strong>Get permission<\/strong>. Naturally, you\u2019ll need express written consent.\u00a0 We\u2019ve covered that ad nauseum, which should tell you the importance of this step.<\/li>\n<li><strong>Follow the regulations and guidelines<\/strong>. You need to provide opt-out methods, send during certain times of the day, include certain statements, among other things.<\/li>\n<li><strong>A\/B test<\/strong>. You will need to try different messages and monitor results.\u00a0 Just like any other digital marketing channel, you never know what works best until you try it.<\/li>\n<li><strong>Make adjustments<\/strong>. Once you\u2019ve gathered the results, you\u2019ll know what works best and be positioned to refine your message.<\/li>\n<\/ol>\n<\/li>\n<li>\n<h3><strong><strong>How Can Attorneys and Businesses Maintain SMS Text Message Compliance?<br \/>\n<\/strong><\/strong><\/h3>\n<p><strong><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2171 size-large\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Maintain-Compliance-with-Personal-Injury-Lead-Generation-1024x683.jpg\" alt=\"personal injury lead generation through compliant text message marketing\" width=\"600\" height=\"400\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Maintain-Compliance-with-Personal-Injury-Lead-Generation-1024x683.jpg 1024w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Maintain-Compliance-with-Personal-Injury-Lead-Generation-300x200.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/strong><\/strong><br \/>\nAnyone who markets their products and services via sms text messaging could benefit from this information in the U.S.<\/p>\n<p>For example, attorneys responding to personal injury leads via auto-response text messages to retain prospective claimants, retail companies promoting sales to customers, and bars and restaurants announcing happy-hours specials and buffets to diners.<\/p>\n<p>Broadly speaking, if you perform <em>automated telephone dialing<\/em> for your SMS campaigns, then you\u2019re under the purview of the TCPA, which was developed by the FCC.<\/p>\n<p>Nonetheless, non-commercial communicationsUnder such circumstances, you will also be within the scope of the CTIA and MMA.<\/p>\n<ol style=\"list-style-type: upper-alpha;\">\n<li>\n<h4><strong><strong>What is the FCC?<br \/>\n<\/strong><\/strong><\/h4>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">The FCC stands for <a href=\"https:\/\/www.fcc.gov\/about-fcc\/what-we-do\">Federal Communications Commission<\/a>, which is a United States government agency overseen by Congress.\u00a0 The agency has \u201cprimary authority for communications law, regulation and technological innovation\u201d that effectuated the TCPA.<\/p>\n<p>Regulations passed by way of traditional notes and comments procedures can be found under<a href=\"https:\/\/www.fcc.gov\/encyclopedia\/rules-regulations-title-47\"> Title 47 Rules &amp; Regulations (CFR).<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>\u00a0<\/strong><\/li>\n<li>\n<h4><strong><strong>How does the TCPA relate to SMS Text Message Compliance?<br \/>\n<\/strong><\/strong><\/h4>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">The TCPA is designed to stop companies from spamming consumers.<\/p>\n<p>That said, the two main components businesses should remember are:<\/p>\n<ul>\n<li>You need \u201cprior express written consent\u201d from a mobile user prior to texting them. This can be achieved verbally or in writing<a href=\"#fn1\" name=\"fnl1\"><span style=\"color: #800080; font-size: 18pt;\"><span style=\"font-size: 8pt;\">[1]<\/span><\/span><\/a>.<\/li>\n<li>That user must, at any time, must be able to revoke their consent and not receive future texts.\u00a0 Simply sending the word STOP is all that is needed; however, one confirmation text is allowed<a href=\"#fn2\" name=\"fnl2\"><span style=\"color: #800080; font-size: 18pt;\"><span style=\"font-size: 8pt;\">[2]<\/span><\/span><\/a>.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>\u00a0<\/strong><\/li>\n<li>\n<h4><strong><strong>What is the CTIA?<br \/>\n<\/strong><\/strong><\/h4>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">The CTIA, originally meant Cellular Telecommunications Industry Association, then changed to Cellular Telecommunications and Internet Association after merging with the Wireless Data Forum. As of 2004, the name stands for <a href=\"https:\/\/www.ctia.org\/about-ctia\/our-mission\">CTIA \u2013 The Wireless Association<\/a>.<\/p>\n<p>The industry association promulgates guidelines rather than rules that can be enforced in a court of law.\u00a0 However, violating their guidelines can influence carriers willingness to service your account and restrict your ability to send messages.<\/p>\n<p>The group claims to advocate for regulations that effectuate.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h4><strong><strong><strong>What is the MMA?<br \/>\n<\/strong><\/strong><\/strong><\/h4>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">The MMA, or <a href=\"https:\/\/www.mmaglobal.com\/about\">Mobile Marketing Association<\/a>, is a global non-profit association that is 800-members large. It includes marketers and providers of mobile technologies.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h4><strong>What is an ATDS?<\/strong><strong><strong><strong><br \/>\n<\/strong><\/strong><\/strong><\/h4>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">This is a great question.<\/p>\n<p>In 2012, the FCC determined that text messages were synonymous with phone calls.\u00a0 Further, that technology that broadcast texts were no different than ATDS\u2019s . . . and that meant text messages applied to the TCPA.<\/p>\n<p>So, the answer to this question is important.<\/p>\n<p>Why?\u00a0 Because to fall within the scope of the TCPA you must be using an ATDS, which is an automated telephone dialing system.\u00a0 Accordingly, auto-dialers and predictive dialers fall within this definition.<\/p>\n<p>Per the TCPA, an\u00a0<strong>ATDS<\/strong>\u00a0is \u201cequipment that has the capacity to<\/p>\n<p>(a) store or produce telephone numbers to be called, using a random or sequential number generator; and<\/p>\n<p>(b) to dial such numbers.\u201d<\/p>\n<p>The key term in this\u00a0definition\u00a0is \u201ccapacity\u201d because a <strong>Declaratory Judgment from 2015<\/strong> ruled that a device is an autodialer if it &#8220;generally has the capacity to store or produce, and dial random or sequential numbers&#8221; even if it does not &#8220;currently&#8221; or &#8220;presently&#8221; have the ability to do so.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h4><strong><strong>What is the history of SMS Text Message Marketing Compliance?<br \/>\n<\/strong><\/strong><\/h4>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">SMS text messaging laws can be complicated and have frequent changes.<\/p>\n<p>Substantially, they come from the Telephone Consumer Protection Act of 1991, which was passed a year before the SMS was invented.<\/p>\n<p>In 2012, the FCC officially determined that texts were synonymous to phone calls when initiated from an ATDS, and therefore fell within the scope of the laws propagated by the TCPA.\u00a0 This decision would be effective October 16, 2013.<\/p>\n<p>In July of 2015, the FCC released the TCPA (Telephone Consumer Protection Act) Omnibus Declaratory Ruling (30 FCC Rcd 7961 (10)) that provided clarification and guidance regarding SMS text message marketing\u00a0 for commercial and non-commercial use.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h4><strong><strong>What is the Latest News On SMS Text Messaging Compliance?<br \/>\n<\/strong><\/strong><\/h4>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">On December 12, 2018, the <a href=\"https:\/\/docs.fcc.gov\/public\/attachments\/DOC-355527A1.pdf?utm_source=Triggermail&amp;utm_medium=email&amp;utm_campaign=Post%20Blast%20%28bii-apps-and-platforms%29:%20FCC%20gives%20carriers%20control%20over%20text%20messages%20%7C%20Baidu%20launches%20fund%20to%20grow%20mini%20programs%20%7C%20%27Angry%20Birds%27%20to%20hit%20VR%20next%20year&amp;utm_term=BII%20List%20Mobile%20ALL\">FCC issued a ruling that reclassified SMS and MMS text messages<\/a> as \u201cinformation services\u201d under Title I of the Communications Act.<\/p>\n<p>Previously, SMS and MMS texts were subject to regulations under Title II as \u201ctelecommunications services,\u201d which is like phone calls.\u00a0 That was prior to the December 12<sup>th<\/sup> determination.<\/p>\n<p>Now, this ruling allows \u201cwireless providers to continue taking action to protect American consumers from unwanted text messages.\u201d<\/p>\n<p>In other words, carriers may block messages from consumers and business they determine are spam.\u00a0 But, in reality, that\u2019s nothing new.<\/p>\n<p>It has meaning because classifying text messages as a telecommunications service provides a regulatory obstacle for carriers to block spam messages.\u00a0 Reclassifying SMS and MMS makes it easier now.<\/p>\n<p>This is being framed by the FCC as a consumer protective measure.<\/p>\n<p>But consumer advocates are critical because, arguably, it could impede freedom of speech.\u00a0 This ruling allows carriers to monitor and block content for their own business or political benefit.<\/p>\n<p>Think that viewpoint is a stretch? Well, think again. In 2007, <a href=\"https:\/\/www.aclu.org\/blog\/national-security\/verizon-reverses-course-abortion-text-messaging\">Verizon supposedly blocked messages<\/a> from an abortion-rights association (NARAL) to its members.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h4><strong><strong>What Other Relevant Case Law Exists for SMS Text Message Marketing and Compliance?<br \/>\n<\/strong><\/strong><\/h4>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\"><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2172 size-large\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Case-Law-for-SMS-Text-Message-Marketing-Compliance-1-1024x540.jpg\" alt=\"Law regarding SMS text message marketing\" width=\"600\" height=\"316\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Case-Law-for-SMS-Text-Message-Marketing-Compliance-1-1024x540.jpg 1024w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Case-Law-for-SMS-Text-Message-Marketing-Compliance-1-300x158.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/strong><\/p>\n<ol>\n<li><a href=\"http:\/\/cdn.ca9.uscourts.gov\/datastore\/opinions\/2018\/09\/20\/14-56834.pdf\">Marks v. Crunch San Diego, LLC 55 F. Supp. 3d 1288, (Sept. 21, 2018)<\/a><\/li>\n<\/ol>\n<p>In this case, the Ninth Court of Appeals concluded that Congress \u2013 through the TCPA &#8211; intended to regulate devices that make automatic calls, including automatic calls dialed from lists of recipients, rather than solely phone numbers that equipment randomly or sequentially generated.<\/p>\n<ol start=\"2\">\n<li><em><a href=\"https:\/\/law.justia.com\/cases\/federal\/district-courts\/california\/candce\/5:2014cv00607\/274346\/104\/\">Luna v. Shac LLC, No. 5:2014cv00607 Doc. 104 (N.D. Cal. 2015)<\/a><\/em><\/li>\n<\/ol>\n<p>This case has precedential value since it solidified the FCC\u2019s Declaratory Judgment regarding its definition of an ATDS under the TCPA.<\/p>\n<ol start=\"3\">\n<li><em><a href=\"https:\/\/dockets.justia.com\/docket\/california\/cacdce\/2:2015cv05527\/623488\">Edmund Pietzak et al v. Microsoft Corporation, No. 2:15-cv-05527 (Cen.D. Cal 2015)<\/a><\/em><\/li>\n<\/ol>\n<p>The relevance of this case is that marketers have more confidence in obtaining valid \u201cprior express written consent.\u201d<\/p>\n<p>The Court rejected plaintiff&#8217;s claims of any violation of law by determining Microsoft properly obtained such consent.<\/p>\n<p>Specifically, Judge mentioned, &#8220;Plaintiffs voluntarily sought specific information about Microsoft promotions, providing both their phone numbers and their express consent to receive that information by texting specific keywords from their mobile phones. There is no cognizable legal theory that could support liability against Defendants, and dismissal with prejudice is appropriate.&#8221;<\/p>\n<p><em>\u00a0 \u00a0 \u00a0 \u00a04. Tucker v. Quicken Loans Inc., No. 2:19-cv-00017-DJH (U.S.D.C Ariz.)<\/em><\/p>\n<p>This is the most recent\u00a0<a href=\"https:\/\/litigation.findlaw.com\/legal-system\/class-action-cases.html\">class action lawsuit<\/a>\u00a0(January 2019) pursuing damages under the TCPA of $500 for negligent violations and $1,500 for willful or knowing violations, as well as injunctive relief, court costs, and attorneys\u2019 fees.<\/p>\n<p>Plaintiff Carrie Tucker alleges she received multiple SMS text messages starting in January of 2015, which were all absent her express written consent.\u00a0 Additionally, she claims others were victims of the TCPA violations that lacked consent.\u00a0 She plans to be the lead Plaintiff in the class action.<\/p>\n<p>Further, she alleges Quicken Loans used auto dialers that have the capacity to send unsolicited text messages, which makes her case within the scope of a TCPA violation.<\/p>\n<p>According to the Quicken Loans class action,\u201cDefendant transmitted the text messages at issue in this case to Plaintiff and all other putative class members in an automated fashion and without human intervention, with hardware and software that received and stored lists of telephone numbers and which then dialed such numbers automatically.&#8221;<\/p>\n<p>The case is presided by\u00a0<a href=\"https:\/\/en.wikipedia.org\/wiki\/Diane_Humetewa\">Judge Diane J Humetewa<\/a>.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h4><strong><strong>How Can Attorneys, Retailers, and other Businesses Stay Compliant with FCC and CTIA?<br \/>\n<\/strong><\/strong><\/h4>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">\n<ol>\n<li><u>Get prior express written consent.<\/u> This is an <a href=\"https:\/\/www.fcc.gov\/document\/tcpa-omnibus-declaratory-ruling-and-order\">FCC regulation<\/a>. Along these lines, consent must be \u201cunambiguous\u201d and \u201ctell consumers the telemarketing will be done with autodialer equipment and that consent is not a condition of purchase.\u201d\u00a0\u00a0 Consent will be based upon whether the business \u201cmaintain proper business records\u201d and \u201cthe veracity of such business records is a matter for triers of fact to decide.\u201d As indicated in the ESIGN Act, the required signature may be obtained via e-mail, website form, text message, telephone key press, or voice recording. Prior written consent may not be needed in an emergency.\u00a0 Consent<\/li>\n<li><u>Send texts at proper times<\/u>. Text or voice solicitation messages must be sent between 8:00 am and 9:00 p.m.<\/li>\n<li><u>Allow users the ability to opt-out<\/u>. Consumers need to be able to unsubscribe. Consumers may revoke consent by any reasonable means, and marketers are not allowed to restrict the manner in which consumers may withdraw consent. Additionally, the TCPA carries a four-year limitations period, so keeping records<a href=\"#fn3\" name=\"fnl3\"><span style=\"color: #800080; font-size: 18pt;\"><span style=\"font-size: 8pt;\">[3]<\/span><\/span><\/a> over that time frame is advisable.<\/li>\n<li><u>Understand other areas of potential liability<\/u>. To be legally responsible for the text, a person or entity must take specific steps to generate the ATDS communication or be substantially involved.\u00a0 If the call is from the provider of an app with these capabilities, it is not responsible for corresponding replies from the mobile phone user. And, an app provider is the initiator of invitation text messages when sent through an ATDS automatically. However, an app provider is not considered to be the initiator of the text when the end user sends an invitation, even if the content was created by the app provider.<\/li>\n<li><u>Auto-response texts have exceptions to standard disclosures<\/u>. According to the Declaratory Ruling, \u201ca one-time text sent in response to a consumer\u2019s request for information does not violate the TCPA or the Commission\u2019s rules so long as it: (1) is requested by the consumer; (2) is a one-time only message sent immediately in response to a specific consumer request; and (3) contains only the information requested by the consumer with no other marketing or advertising information.\u201d\u00a0 Significantly, express consent is still required.<\/li>\n<li><u>Include proper information<\/u>. If the TCPA doesn\u2019t require the following guidelines, CTIA does.\u00a0 You will need to include the identity of the sender, the coupon or value proposition, the frequency of messages per month, proper carrier costs and fees, an option for help, and an option to unsubscribe as detailed above.<\/li>\n<li><u>Subscriptions<\/u>. Advertisements must unambiguously state whether the marketing is subscription-based, including terms and billing intervals. If the service is \u201cfree\u201d then premium fees should not be included in the same.<\/li>\n<li><u>Financial and Healthcare exceptions<\/u>. Financial and healthcare entities may be exempt from written consent requirements since, generally, they are expected and desired by users. If the message is \u201curgent\u201d based upon fraud, identity theft, and money transfers, this exception could apply.<\/li>\n<\/ol>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li>\n<h4><strong><strong>What Happens If I Violate the TCPA?<br \/>\n<\/strong><\/strong><\/h4>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\"><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-2176\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Spam-violations-of-TCPA-300x230.jpg\" alt=\"violation of text message marketing\" width=\"300\" height=\"230\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Spam-violations-of-TCPA-300x230.jpg 300w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2018\/12\/Spam-violations-of-TCPA-1024x784.jpg 1024w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/strong>Violators could face financial penalties between $500 and $1,500<a href=\"#fn4\" name=\"fnl4\"><span style=\"color: #800080; font-size: 18pt;\"><span style=\"font-size: 8pt;\">[4]<\/span><\/span><\/a>.<\/p>\n<p>For perspective on how the per violation can get, Papa John\u2019s forked out a whopping $16.3 million to settle a class action suit after it sent unsolicited text messages promoting its pizza.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<\/ol>\n<h3><strong>Law Firms, Retailers and Other Merchants Can Be Highly Successful with SMS Marketing For Lead Generation and Exposure<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2179 size-large\" src=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/SMS-Marketing-for-Personal-Injury-Lead-Generation-Companies-1024x569.jpg\" alt=\"SMS text marketing for personal injury lead generation companies\" width=\"600\" height=\"333\" srcset=\"https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/SMS-Marketing-for-Personal-Injury-Lead-Generation-Companies-1024x569.jpg 1024w, https:\/\/onpointlegalleads.com\/wp-content\/uploads\/2019\/01\/SMS-Marketing-for-Personal-Injury-Lead-Generation-Companies-300x167.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><br \/>\nSMS text message can be a proficient marketing channel when laws and guidelines are followed.<\/p>\n<p>Attorneys can convert more clients from<strong> <a href=\"https:\/\/onpointlegalleads.com\/personal-injury-leads\/\">personal injury lead generation companies<\/a><\/strong>, restaurants can lure more diners, retailers can generate more sales, and companies can increase brand exposure.<\/p>\n<p>And, with the onset of MMS marketing, more opportunity awaits for those at the forefront of this personal and informal direct response marketing channel.<\/p>\n<p>__________________<\/p>\n<p><span style=\"font-size: 10pt; font-family: georgia, palatino, serif;\"><a href=\"#fnl1\" name=\"fn1\">[1]<\/a> According to a\u00a0<a href=\"https:\/\/www.fcc.gov\/document\/telephone-consumer-protection-act-1991\">2013 FCC Compliance Guide<\/a>: \u201cPrior Express Written Consent: \u2026 consent obtained in compliance with the E-SIGN Act will satisfy the requirements of its revised rule, including permission obtained via an email, website form, text message, telephone keypress, or voice recording.\u201d<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-family: georgia, palatino, serif;\"><a href=\"#fnl2\" name=\"fn2\">[2]<\/a> See paragraph 64: \u201cConsumers have a right to revoke consent, using any reasonable method including orally or in writing. Consumers generally may revoke, for example, by way of a consumer-initiated call, directly in response to a call initiated or made by a caller, or at an in-store bill payment location, among other possibilities. We find that in these situations, callers typically will not find it overly burdensome to implement mechanisms to record and effectuate a consumer\u2019s request to revoke his or her consent. We conclude that callers may not abridge a consumer\u2019s right to revoke consent using any reasonable method. The Commission has concluded as much for certain telemarketing calls, as our rules require that telemarketing calls using a prerecorded or artificial voice \u201cprovide an automated, interactive voice- and\/or key press-activated opt-out mechanism for the called person to make a do-not-call request\u201d and leave a \u201ctoll free number that enables the called person to call back at a later time\u201d if the call is answered by voicemail. And when the Commission granted an exemption from the TCPA in the Cargo Airline Order, it required that callers give consumers a direct opt-out mechanism such as a key-activated opt-out mechanism for live calls, a toll-free number for voicemails, and a reply of \u201cSTOP\u201d for text messages. The common thread linking these cases is that consumers must be able to respond to an unwanted call\u2014 using either a reasonable oral method or a reasonable method in writing\u2014to prevent future calls.\u201d<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-family: georgia, palatino, serif;\"><a href=\"#fnl3\" name=\"fn3\">[3]<\/a> \u201cThe well-established evidentiary value of business records means that callers have reasonable ways to carry their burden of proving consent. We expect that responsible callers, cognizant of their duty to ensure that they have prior express consent under the TCPA and their burden to prove that they have such consent, will maintain proper business records tracking consent.\u201d\u00a0<em>Paragraph 70 of Omnibus Declaratory Ruling.<\/em><\/span><\/p>\n<p><span style=\"font-family: georgia, palatino, serif; font-size: 10pt;\"><a href=\"#fnl4\" name=\"fn4\">[4]<\/a> The following is from the TCPA guidelines:<\/span><br \/>\n<span style=\"font-family: georgia, palatino, serif; font-size: 10pt;\">(3) PRIVATE RIGHT OF ACTION.\u2014A person or entity may, if otherwise permitted by the laws or rules of court of a State, bring in an appropriate court of that State\u2014<\/span><br \/>\n<span style=\"font-family: georgia, palatino, serif; font-size: 10pt;\">(A) an action based on a violation of this subsection or the regulations prescribed under this subsection to enjoin such violation,<\/span><br \/>\n<span style=\"font-family: georgia, palatino, serif; font-size: 10pt;\">(B) an action to recover for actual monetary loss from such a violation, or to receive $500 in damages for each such violation, whichever is greater, or<\/span><br \/>\n<span style=\"font-family: georgia, palatino, serif; font-size: 10pt;\">(C) both such actions. If the court finds that the defendant willfully or knowingly violated this subsection or the regulations prescribed under this subsection, the court may, in its discretion, increase the amount of\u00a0the award to an amount equal to not more than 3 times the amount available under subparagraph (B) of this paragraph.<\/span><\/li>\n<\/ol>\n[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>SMS text message marketing has grown by leaps and bounds over the past few years. It is a popular form of marketing that can help generate more personal injury leads for attorneys, increase retail sales for merchants, and improve brand exposure for growing companies. Increasingly, big brand companies have been jumping on the SMS text marketing bandwagon.<\/p>\n","protected":false},"author":1,"featured_media":2175,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[],"class_list":["post-2164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-personal-injury-leads"],"_links":{"self":[{"href":"https:\/\/onpointlegalleads.com\/wp-json\/wp\/v2\/posts\/2164","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onpointlegalleads.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/onpointlegalleads.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/onpointlegalleads.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/onpointlegalleads.com\/wp-json\/wp\/v2\/comments?post=2164"}],"version-history":[{"count":0,"href":"https:\/\/onpointlegalleads.com\/wp-json\/wp\/v2\/posts\/2164\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onpointlegalleads.com\/wp-json\/wp\/v2\/media\/2175"}],"wp:attachment":[{"href":"https:\/\/onpointlegalleads.com\/wp-json\/wp\/v2\/media?parent=2164"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/onpointlegalleads.com\/wp-json\/wp\/v2\/categories?post=2164"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/onpointlegalleads.com\/wp-json\/wp\/v2\/tags?post=2164"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}