Guides · Leads and phones
SMS Opt-In Language: Examples, Rules and the First Text to Send
By Josh Croom · October 27, 2026 · 11 min read
SMS opt-in language is the short notice next to a phone field or checkbox that tells people who will text them, what about, how often, that message and data rates may apply, and how to stop. It belongs right beside the box, where people read it before they send the form.
A text from someone named Sam
4:52 PM. A homeowner fills out a quote form for a new fence and goes back to making dinner. Two minutes later her phone buzzes with a text that says "Hi, it's Sam! Got a minute?" She doesn't know anyone named Sam, so she ignores it and reports it as junk.
The fence company did the right thing by texting fast, and it still lost the conversation on the first line. The text never said who was writing or why, so it looked like every other stranger's text. A clear checkbox on the form and a first text that names the business would have made the same two minutes feel like a reply to her own request.
Two first texts, side by side
Both texts went out within minutes of the form. Only one of them tells the reader who's writing, why and how to stop.
A text that gets ignored
- "Hi, it's Sam! Got a minute?"
- No business name, so it reads like a stranger or a scam.
- No reason, so she can't tell it's about her fence.
- No way to stop, so her only way out is to report it.
A text that gets a reply
- "Hi Dana, this is Sam at (your business). You asked about a fence quote. Is now a good time to talk, or is later today better? Reply STOP to opt out."
- Her name and your business in the first line.
- A reason she'll recognize right away.
- The STOP line the wireless industry's guidelines ask for.
Why texting is worth getting right
Nearly everyone with a smartphone texts, and some leads would rather write than call, so a clean opt-in matters for any business that follows up by phone.
- 97%of smartphone owners texted during a week-long studymore than used any other basic feature
- 16%of Local Services leads at our home service clients came in as a messageinstead of a phone call
- Nearly 7xas likely to reach a decision makerfor companies that reached out inside an hour instead of an hour later
A clear yes up front lets you move that fast. When the person already agreed to a text, you can reply in the first minute without wondering whether your message is welcome.
What SMS opt-in language has to say
The wireless industry's messaging guidelines, published by CTIA, list what a person should know before they agree to texts. When a program keeps texting, the guidelines also ask you to say how often the texts come.
| What they need to know | Words you can use |
|---|---|
| Who is texting. | (Your business) may text you |
| What the texts are about. | about your quote request. |
| The number texts come from. | from (your business number). |
| How often, and what it may cost. | Message frequency varies. Message and data rates may apply. |
| How to stop and how to get help. | Reply STOP to opt out or HELP for help. |
| Where the full terms live. | See our Terms and Privacy Policy. |
SMS opt-in language examples you can copy
Put these lines right next to the box, in the same size type as the rest of the form. The guidelines say opt-in details shouldn't be buried in terms and conditions, so a link on its own isn't enough. Swap in your own business name and reason, and keep every other part.
| Where it goes | Words to copy |
|---|---|
| A quote or contact form. | By checking this box, you agree that (your business) may call or text you at the number above about your request. Message frequency varies. Message and data rates may apply. Reply STOP to opt out or HELP for help. See our Terms and Privacy Policy. |
| A sign-up for deals and news. | Yes, text me offers and news from (your business). Message frequency varies. Message and data rates may apply. Agreeing isn't a condition of buying anything. Reply STOP to opt out or HELP for help. See our Terms and Privacy Policy. |
| Appointment reminders. | Text me reminders about my appointments with (your business). Message frequency varies. Message and data rates may apply. Reply STOP to opt out. |
| A sign or a flyer. | Text JOIN to (your number) to get (what they'll get) from (your business). Message frequency varies. Message and data rates may apply. Reply STOP to opt out. |
| The box on our own website chat. | By sending this you agree we can call or text you about your request. Message and data rates may apply. Reply STOP at any time to opt out. |
The yes each kind of text needs
The CTIA guidelines sort business texts into three kinds, and each kind needs a different yes before you send anything.
| Kind of text | Who starts it | The yes you need first |
|---|---|---|
| A conversation, where they text you and you answer. | They do. | None beyond their own text, as long as you only reply with what they asked for. |
| Information, such as reminders, welcome texts and alerts. | Either of you. | They gave you their number and asked to hear from you, on a form, by text, on a website or out loud. |
| A promotion, such as sales, deals and coupons. | You do. | A written yes, such as a box they checked online or a form they signed. |
The first text, word for word
Send this as soon as a new lead comes in, and fill in the parts in parentheses. Keep your name and your business in the first line, because people answer a text when they can tell who sent it.
Hi (name), this is (your name) at (your business). You asked about (what they asked about). Is now a good time to talk, or is later today better? Reply STOP to opt out.
Later today. After 5 works.
Great, I'll call you at 5:15.
If there's no reply, send one more the next day: "Hi (name), it's (your name) at (your business) again. I'm still glad to help with (what they asked about). What time works for a quick call?" Try three days in a row, in the daytime their time, and then stop.
When someone replies STOP
Treat STOP as final. Under the federal rule, a person can cancel by any reasonable method, and the rule counts the words stop, quit, end, revoke, opt out, cancel and unsubscribe. The CTIA guidelines add that a plain request like "please opt me out" should count too, whatever the capital letters or punctuation.
You're allowed one reply to confirm the request, as long as it carries no sales pitch. The federal rule presumes that a confirmation text sent within five minutes falls inside the permission the person already gave. After that, the number goes on your do-not-text list.
The rule gives you up to ten business days to honor a request, but there's no reason to wait that long. Mark the number the moment the request comes in, so no one on your team sends one more text by mistake.
STOP
You're unsubscribed from (your business) texts. You won't get any more messages.
Keep a record of every yes
The record proves the yes if anyone asks about it later, and the CTIA guidelines list what it should hold.
Keep the opt-outs in the same place. A list of every STOP, by number and date, keeps a new texting tool or a new hire from texting someone who already said no.
- The date and time the person agreed, down to the minute if your tool records it.
- How they agreed, such as through a website form, a paper sign-up sheet or a keyword they texted to your number.
- The exact words and the button they saw when they agreed, saved as a copy or a screenshot.
- Which messages they agreed to receive, such as quote follow-ups, appointment reminders or deals.
- The IP address, whenever the yes came through a website or an online form.
- The phone number that gave permission and the name of the person who agreed.
Five more habits for texting leads
These habits come from the same guidelines and federal rule, plus what we've seen work when businesses text the people who reach out to them.
- Text from a business messaging tool instead of a staff member's personal cell phone. Ask your texting provider whether your business has to register with the phone carriers, and finish that before your first text.
- Never text a number from a list you bought, rented or borrowed. The CTIA guidelines say a yes belongs to the business and the texts it was given for, so it can't be passed along.
- Keep your messages to daytime hours in the other person's time zone. The federal rule for sales calls bans them before 8 a.m. and after 9 p.m. at the other person's local time, and your texts should keep the same hours.
- Leave private details out of your messages, because phones get shared and other people see screens. Write "call me about your visit" instead of what the visit was for.
- Send a welcome text when someone joins a list of recurring texts. It should name the program, say how to get help and how to stop, and say how often texts come and what they may cost.
Is your texting set up right?
Answer five questions about how you text leads today. Your answers stay on your own screen.
Does every form that asks for a phone number have plain opt-in words beside it?
Is the text checkbox left unchecked and optional?
Do you save the date and the exact words for each yes?
Does your first text name you and your business in the first line?
Does STOP get one confirming reply, and then silence from every phone on your team?
Your setup looks solid, so check your opt-in words once a year, because texting rules and carrier guidelines keep changing.
You're close, so fix the first question you answered No this week, and start with the opt-in words if that was one of them.
Pause your texts to new leads until the opt-in words and the record are in place. Start with the form, because every other step depends on a clear yes.
Set it up this week
Tick each one off as you go. Your ticks stay on this device.
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How this fits with your ads
When your ads bring in a form or a message, a fast reply is the next step. We track every call and form our ads bring in, and your portal lists each one with the time it came in. Our speed to lead guide has the callback routine that goes with the texts above, and our home services page shows how we run ads for local businesses.
If you'd like help setting up how your leads get answered, book a call with Miguel. He'll ask how forms and texts reach you today and who on your team answers them.
Questions people ask
What should SMS opt-in language include?
Say who will text, what about, how often, that message and data rates may apply, and how to stop and get help. Link your terms and privacy policy right beside those words, not only in your website's footer.
Can I make the SMS consent checkbox required?
Not for marketing texts, because federal rules say a person can't be required to agree as a condition of buying anything, so leave the box optional and unchecked.
How fast do I have to honor a STOP request?
The federal rule allows up to ten business days, but it's best to stop right away. Send one reply to confirm it, and then never text that number again.
Do I need consent if a customer texts me first?
If they start the conversation and you only reply with what they asked for, the CTIA guidelines say no extra permission is expected. Sending them sales texts later needs a written yes.
What does "message and data rates may apply" mean?
It tells people their own phone plan may charge them for the texts or the data. The CTIA guidelines ask every opt-in to mention any fees or charges, and this line covers the ones a phone plan might add.
See how we track every call and form our ads bring in
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