Required Disclosures and Opt-In Templates
Carriers require specific disclosures at the point of SMS opt-in. This page lists what's required, where to put it, and templates you can adapt for common use cases.
The three required disclosures
Every SMS opt-in point must display:
- Message frequency — e.g., "Message frequency varies" or "You'll receive up to 4 messages per month"
- Cost notice — exactly "Msg&data rates may apply" or "Msg&data rates apply"
- Opt-out instructions — exactly "Reply STOP to opt out" (STOP is the required keyword)
Some businesses add "Reply HELP for help" as a fourth disclosure, which is best practice but not strictly required.
Where to put disclosures
Disclosures must appear at the point of opt-in — next to or immediately below the phone number field and consent checkbox. They should be readable without scrolling. Burying them in a terms of service page or a footer is insufficient.
The font size should be legible (not 8px gray text). Reviewers visit your actual website, not just screenshots.
Canonical compliance message
When you send a first message to a new subscriber, include the full opt-in confirmation:
"You are now opted in to messages from Acme Corp. Frequency varies. Msg&data rates apply. Reply STOP to opt out."
Replace "Acme Corp" with your actual brand name — not a placeholder.
Templates by use case
Marketing
Opt-in checkbox label:
"I agree to receive promotional text messages from Acme Corp"
Disclosure text beneath the checkbox:
"Message frequency varies. Msg&data rates apply. Reply STOP to opt out. View our Privacy Policy."
Confirmation message:
"Acme Corp: You're in! Expect exclusive deals and updates. Msg freq varies. Msg&data rates apply. Reply STOP to opt out."
Transactional (account notifications, order updates)
Opt-in checkbox label:
"Send me text message updates about my orders and account"
Disclosure:
"You may receive messages about order status, shipping, and account activity. Message frequency varies. Msg&data rates apply. Reply STOP to opt out."
Confirmation message:
"Acme Corp: You'll now receive order and account updates by text. Reply STOP to opt out. Msg&data rates apply."
Two-factor authentication
Opt-in checkbox label:
"Use my phone number to receive one-time verification codes"
Disclosure:
"We'll send a verification code each time you sign in. Message frequency: one per login. Msg&data rates apply. Reply STOP to opt out."
Note: For security-only OTP (where the user only receives verification codes, not marketing), some of these disclosures are less critical — but including them is still best practice.
Customer care
Opt-in at ticket submission:
"Text me updates about my support request"
Disclosure:
"You'll receive updates about your support case by text. Frequency depends on case activity. Msg&data rates apply. Reply STOP to opt out."
Platform vs direct customer templates
If you're a SaaS platform registering on behalf of clients, the brand name in every message should be the client's brand, not your platform's brand. The opt-in checkbox label, disclosure text, and confirmation message should all name the client.
"I agree to receive text messages from Smith Realty" — not — "I agree to receive text messages from YourPlatform on behalf of Smith Realty"
Reviewers flag brand-in-disclosure mismatches. The message recipient should see one consistent brand name throughout: on the website where they opted in, in the SMS messages they receive, and in the registration you submitted.
Privacy policy requirements
Your privacy policy must explicitly state that you collect phone numbers for SMS communication and describe how you use them. The first section should not imply that agreeing to the policy constitutes SMS consent — that's a common rejection cause.
Minimum language to include in your privacy policy:
"We collect your phone number to send you [describe use cases]. You may opt out at any time by replying STOP to any text message from us."