Preparing Your Website for Text Messaging
Preparing Your Website for Text Messaging
Purpose: Before your text messaging campaign can go live, mobile carriers review your opt-in process to verify that you have proper consent language, a Privacy Policy, and Terms of Service in place. This article explains exactly what you need so your campaign passes review on the first try.
Before You Begin
- You should have already completed your Business Registration in Sure Send (see the companion article: Business Registration for SMS).
- The updates in this article apply to whatever website you listed during business registration.
- If you have a web developer or use a website provider's support team, you can share this article with them. Everything they need is here.
Why Your Website Matters
When you register for text messaging through Sure Send, mobile carriers review your opt-in process before approving your campaign. They're checking three things:
- Your contact form has clear, separate consent language for text messages, with checkboxes that visitors must actively check.
- Your Privacy Policy includes specific language about how you handle mobile phone data.
- Your Terms of Service covers your messaging program, including how to opt out.
If any of these are missing or incomplete, your campaign will be rejected. The good news: the updates are straightforward, and this article walks you through each one.
Three Ways to Get Compliant
Depending on your website platform, there are three paths to meeting carrier requirements. Choose the one that fits your situation.
Option A: Two Separate Checkboxes on Your Website (Recommended)
This is the strongest configuration and what carriers expect. You add two checkboxes to your website's contact form: one for SMS consent and one for calls and email. Each checkbox has its own disclosure language.
Use this option when: Your website platform allows you to add or modify checkboxes on your contact form.
See the full setup instructions and templates in the Contact Form Requirements and Example Templates sections below.
Option B: Sure Send Form Builder
If your website platform doesn't support adding checkboxes to your contact form (or your form can't be modified), Sure Send has a built-in form builder that lets you create a fully compliant capture form from scratch. The form builder supports consent fields with multiple checkboxes, full disclosure language, and configurable form fields, including the ability to set your phone number field as optional (which is the correct configuration for carrier compliance). Everything you need to build a gold standard form that meets Twilio and carrier requirements is available right in Sure Send.
Use this option when: Your website platform has a hardcoded contact form you can't modify, your form doesn't support checkboxes, or you want a turnkey compliant solution.
How it works:
- A Sure Send admin creates a compliant form using the Sure Send form builder.
- You can add an embed code to your website (your web developer can place it on any page).
- The form handles all consent requirements automatically.
Contact your Sure Send admin or [email protected] to set up a compliant form for your website.
Option C: Verbal Consent (Contact Support)
If your website cannot support a compliant form and the Sure Send form builder isn't a fit, verbal consent is available as a last resort. With verbal consent, your team collects opt-in over the phone using a standard script, and we configure the campaign registration accordingly.
Use this option when: None of the above options work for your situation.
Verbal consent campaigns require a different registration setup. Contact [email protected] and we'll walk you through the process.
Note: Even with verbal consent, your website still needs a Privacy Policy and Terms of Service with SMS-specific language. See the requirements below.
Contact Form Requirements (Option A)
Your contact form needs two separate checkboxes and a few specific configurations. Here's exactly what carriers are looking for.
Two Separate Checkboxes
Checkbox 1 handles SMS/text message consent with all required disclosures.
Checkbox 2 handles calls and email consent separately.
Why two checkboxes? Carriers require that SMS consent is clearly separated from other types of communication. Combining SMS with calls and email in a single checkbox is a rejection trigger.
Required Elements
Regardless of how your form is configured, the consent area must include all of the following:
- Explicit mention of SMS or text messages (the word "communications" alone is not specific enough)
- Your business or brand name (including entity type, e.g., "Acme Realty LLC")
- The types of messages you'll send (e.g., appointment reminders, follow-up communications, service notifications)
- "Message frequency varies" (or a specific frequency like "up to 4 messages per month")
- "Message and data rates may apply"
- "Reply STOP to opt out"
- "Reply HELP for help"
- "Consent is not a condition of purchase"
- A link to your Terms of Service
- A link to your Privacy Policy
Additional Rules
- Consent checkboxes must not be pre-checked. The visitor must actively check the box.
- SMS consent cannot be required to complete a form submission or sign up for your services.
- The SMS consent checkbox must be separate from any Terms of Service or Privacy Policy agreement checkbox.
- Your phone number field must not be marked as required (no asterisk). Carriers consider a required phone field "forced consent," which is an automatic rejection.
Privacy Policy Requirements
Your website must have a Privacy Policy page that is publicly accessible (not behind a login). It must include a section that specifically addresses text messaging and mobile data.
The Most Important Sentence
Your Privacy Policy must include a mobile non-sharing statement. This is the single most common reason campaigns get rejected. The statement must make clear that you do not share mobile phone numbers or SMS opt-in information with third parties for marketing purposes.
Required Elements
Your Privacy Policy SMS section must include:
- A dedicated section header for SMS/text messaging
- Your business name
- The types of messages you send
- "Message frequency varies"
- "Message and data rates may apply"
- STOP opt-out instructions ("Reply STOP to opt out")
- HELP keyword with a contact email or phone number ("Reply HELP for assistance or contact us at...")
- Carrier liability disclaimer ("Carriers are not liable for delayed or undelivered messages")
- The mobile non-sharing statement
Tip: If you don't already have an SMS section in your Privacy Policy, you can add one without rewriting your entire policy. The example templates below include a ready-to-use SMS section you can add to your existing page.
Terms of Service Requirements
Your website must have a Terms of Service page (sometimes called "SMS Terms of Service" or "Messaging Terms") that covers your text messaging program. This can be a standalone page or a section within your existing Terms of Service.
Required Elements
Your Terms of Service must include:
- Your business/brand name and program description (what types of messages you send)
- "Message and data rates may apply"
- "Message frequency varies"
- How to opt out: "Reply STOP to cancel" (bold or prominent)
- How to get help: "Reply HELP for assistance" (bold or prominent) plus a support email or phone number
- Carrier liability disclaimer: "Carriers are not liable for delayed or undelivered messages"
- A link to your Privacy Policy
Example Templates
Important: The templates below are provided for informational purposes only as examples to help you meet carrier compliance requirements for SMS messaging. They do not constitute legal advice. Sure Send strongly recommends that you review all consent language, privacy policies, and terms of service with your own legal counsel before publishing them on your website.
Replace all [BRACKETED] placeholders with your actual business information before publishing.
Contact Form: Two Separate Checkboxes
Checkbox 1 (SMS Consent):
☐ By checking this box, I consent to receive text messages from [YOUR BUSINESS NAME] regarding [property updates, listing alerts, appointment reminders, and follow-up communications]. Message frequency varies. Message and data rates may apply. Reply STOP to opt out. Reply HELP for help. Consent is not a condition of purchase. View our [Privacy Policy] and [Terms of Service].
Checkbox 2 (Calls and Email Consent):
☐ By checking this box, I consent to receive marketing communications from [YOUR BUSINESS NAME] via email and phone, including information about [services, market updates, and promotional offers]. Consent is not a condition of purchase.
Form field note: Your phone number field must not have an asterisk or be marked as required.
Privacy Policy: SMS Section
Your Privacy Policy must include an SMS/Text Messaging-specific section.
SMS/Text Messaging
From time to time, [YOUR BUSINESS NAME] may send SMS/text messages to users who have provided consent. These messages may include [property updates, listing alerts, appointment reminders, and follow-up communications].
Message frequency varies. Message and data rates may apply.
You may opt out at any time by replying STOP to any message. Reply HELP for assistance or contact us at [YOUR EMAIL] or [YOUR PHONE].
Carriers are not liable for delayed or undelivered messages.
We do not share SMS opt-in consent data or mobile phone numbers with third parties or affiliates for marketing or promotional purposes.
Terms of Service: SMS Section
You can have a standalone page (e.g., yoursite.com/sms-terms/) with your SMS Terms of Service or as a section within your existing Terms of Service.
SMS Terms of Service
[YOUR BUSINESS NAME] -- SMS Messaging Program
For privacy questions, see our privacy policy: [LINK TO YOUR PRIVACY POLICY]
[YOUR BUSINESS NAME] offers an SMS messaging program to provide [property listing updates, appointment reminders, and service notifications] to customers who opt in.
You can cancel the SMS service at any time. Just text "STOP" to the number you received the message from. After you send "STOP," you will no longer receive text messages from us.
If you are experiencing issues with the messaging program, reply with the keyword HELP for more assistance, or contact us at [YOUR EMAIL] or [YOUR PHONE].
Carriers are not liable for delayed or undelivered messages.
Message and data rates may apply. Message frequency varies.
Common Mistakes That Cause Rejections
Check your website against this list before letting us know you're ready for campaign submission.
Submitting your homepage URL instead of your contact form URL. During registration, you need to provide the direct link to the page with your contact form (e.g., yoursite.com/contact), not your homepage. Carriers need to see your opt-in process directly.
Phone number field marked as required (asterisk). If your phone number field has an asterisk or is required to submit the form, carriers consider this "forced consent." This is an automatic rejection. The phone field must be optional.
SMS consent bundled with calls and email in a single checkbox. Text message consent must have its own dedicated checkbox, separate from calls, email, or other marketing. A single checkbox that covers everything is not acceptable.
Consent language that says "communications" but never specifically says "SMS" or "text messages." Carriers need to see explicit text message consent. General language is not specific enough.
Privacy Policy missing the mobile non-sharing statement. This is the #1 rejection reason. Your Privacy Policy must clearly state that mobile information will not be shared with third parties for marketing purposes.
No Terms of Service page. A Privacy Policy alone is not enough. You need a separate Terms of Service (or a messaging-specific terms section) that covers your SMS program, including STOP/HELP instructions, carrier disclaimer, and a link back to your Privacy Policy.
Pre-checked consent checkboxes. If you use checkboxes, they must be unchecked by default. The visitor must actively check the box to opt in.
Missing HELP instructions with contact information. "Reply HELP for help" is not enough on its own. You must also include a way to reach you (email address or phone number) in both your Privacy Policy and Terms of Service.
After You Update Your Website
Once you've made the updates described in this article:
- Double-check everything. Review your contact form, Privacy Policy, and Terms of Service against the requirements above.
- Make sure all pages are live and publicly accessible. Your Privacy Policy and Terms of Service must load without a login.
- Verify your links work. Click the Privacy Policy and Terms of Service links on your contact form to make sure they go to the right pages.
- Let your Sure Send admin know. Reply to the email you received or reach out to your Sure Send point of contact to let them know your website is ready.
We'll verify the changes and submit your campaign. Campaign review typically takes up to 10 business days.