Overview #

The CTIA Messaging Principles and Best Practices set expectations for trusted messaging in the U.S. wireless ecosystem. They focus on consumer protection, transparent sender identity, and responsible sending—especially for application-to-person (A2P) traffic.

The CTIA document is industry guidance. It complements—does not replace—legal obligations such as TCPA, CAN-SPAM, and FCC rules.
  • Obtain explicit, campaign-specific opt-in. Keep a record of when, where, and how consent was captured.
  • Send a confirmation that includes brand name, message frequency, cost notice, and opt-out instructions.
  • Do not buy, rent, or share opt-in lists.
Example CTA: “Text JOIN to 12345 to get weekly tips from BrandName. Msg&data rates may apply. Up to 4 msgs/mo. Reply STOP to opt out.”

Identity & transparency #

  • Identify the sender in the message body (brand or program name).
  • Use domains that reflect your brand. Avoid public shorteners in initial outreach.
  • If you include a phone number, it should clearly map to the identified entity.

Opt-out and help keywords #

  • Support STOP/UNSUBSCRIBE/CANCEL to end messages promptly.
  • Support HELP to return assistance or contact info.
  • Honor opt-outs across the program quickly and maintain clean lists.

Content standards #

  • No deceptive, illegal, or harmful content. Follow carrier codes for restricted categories.
  • Share accurate offer terms. Avoid misleading claims or hidden conditions.
  • Don’t “snowshoe” (spreading traffic across numbers to evade controls) and don’t use unauthorized routes.

Numbers & provisioning #

  • Only text-enable numbers you’re authorized to use. Keep assignment records.
  • Monitor shared or proxy numbers closely for abuse.
  • Remove deactivated numbers promptly to minimize complaints.

Mitigating unwanted messaging #

  • Providers should filter clearly unwanted traffic and support spam reporting (e.g., 7726 “SPAM”).
  • Track complaint rates, bounces, and opt-outs; adjust sending accordingly.

Examples #

Promotional offer (compliant)

“BrandName: 20% off this week only at brand.com/sale. Up to 4 msgs/mo. Reply STOP to opt out.”

Security alert (transactional)

“BrandName: New sign-in from a new device. If this was you, no action needed. Reply HELP for support.”

Test a message before you send

Run your SMS through our free compliance checker to reduce filtering.

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