Messaging / Getting started / 1. Strategy & consent
Strategy & consent.
The first six steps of getting started with business messaging. Decide what the program should accomplish, pick a single use case to launch, and design the consent and website language that supports it.
Step 1: Decide what messaging should do for your business
Start with the business outcome, not the technology. Messaging works best when each message has a clear purpose and a clear benefit for the customer.
Common goals
| Business goal | Messaging can help by |
|---|---|
| Generate leads | Inviting website visitors to request a quote, join a list, or claim an offer. |
| Convert sales | Following up with interested buyers, sending checkout reminders, or sharing limited-time promotions. |
| Improve service | Sending appointment reminders, order updates, alerts, and support follow-ups. |
| Increase retention | Sharing loyalty updates, renewal reminders, product tips, and personalized offers. |
| Reduce missed appointments | Confirming bookings, sending reminders, and making it easy to reschedule. |
| Collect feedback | Asking for reviews, satisfaction ratings, or post-service feedback. |
Planning prompt
Use this single statement to define your first messaging program:
We want to use messaging to help [audience] complete [customer action] by sending [type of message] when [trigger or timing].Example:
We want to use messaging to help new website leads book a consultation by sending a welcome text and a scheduling link after they request information.Step 2: Choose your first use case
Pick one use case to launch first. A focused program is easier to explain, easier to approve, and easier to measure.
Recommended first use cases
| Use case | Best for | Example message |
|---|---|---|
| Welcome message | New leads or subscribers | "Thanks for joining [Brand]. We will send occasional updates and offers. Reply STOP to cancel." |
| Appointment reminder | Service businesses, healthcare, salons, home services | "Reminder: your appointment with [Brand] is tomorrow at 2 PM. Reply C to confirm or call [number] to reschedule." |
| Promotional offer | Retail, ecommerce, restaurants, local services | "[Brand]: Save 20% this weekend only. Shop here: [link]. Reply STOP to cancel." |
| Quote / consultation follow-up | B2B, agencies, home services, financial services | "[Brand]: Thanks for requesting a quote. Pick a time here: [link]. Reply HELP for help." |
| Order or delivery update | Ecommerce, logistics, restaurants | "[Brand]: Your order is out for delivery. Track it here: [link]." |
| Review request | Service teams and local businesses | "Thanks for choosing [Brand]. How did we do? Leave a review here: [link]. Reply STOP to cancel." |
Common launch paths
- Lead capture and follow-up for website visitors.
- Appointment reminders for scheduled services.
- Promotions and loyalty updates for opted-in customers.
- Customer support alerts and service updates.
Step 3: Map the customer journey
Before writing messages, map where messaging fits into the customer experience. The best messaging programs feel helpful because they arrive at the right moment.
Customer journey worksheet
| Journey stage | Customer need | Messaging opportunity | Example trigger |
|---|---|---|---|
| Discover | Learn about your business | Offer signup, event reminder, product launch alert | Visitor submits website form |
| Consider | Compare options | Consultation link, quote follow-up, buying guide | Lead requests information |
| Buy | Complete purchase or booking | Cart reminder, appointment confirmation, payment link | Cart abandoned or appointment booked |
| Use | Get service or product updates | Order status, appointment reminders, service tips | Order shipped or service scheduled |
| Return | Stay engaged | Loyalty offer, renewal reminder, review request | Purchase completed or service finished |
Questions to answer
- What moment would make a text genuinely useful to the customer?
- What action should the customer take after receiving the message?
- Does the customer expect this message based on how they opted in?
- Is the message promotional, transactional, operational, or support-related?
- Should this message be sent once, triggered automatically, or sent as part of a campaign?
Step 4: Separate marketing from transactional messaging
Not all business messages are the same. Separate your message types early so consent, templates, registration, reporting, and customer expectations stay clean.
| Message type | Purpose | Examples | Consent approach |
|---|---|---|---|
| Marketing | Promote products, services, offers, events, or loyalty programs | Discounts, product launches, cart reminders, sale alerts | Clear affirmative opt-in for marketing texts. |
| Transactional | Provide information about an existing transaction or relationship | Order updates, delivery notices, appointment reminders | Consent should match the specific transaction or service context. |
| Customer support | Help a customer resolve an issue or continue a conversation | Case updates, support follow-ups, service alerts | Customer-initiated or clearly expected support communication. |
| Internal operations | Communicate with staff, contractors, or field teams | Shift alerts, dispatch updates, internal notifications | Employee or contractor consent and internal policy controls. |
A customer who gives a phone number to receive an appointment reminder has not necessarily agreed to receive promotional offers. Keep marketing opt-ins clear, separate, and documented.
Step 5: Design the opt-in experience
For marketing messages, your opt-in process should make it obvious that the customer is agreeing to receive text messages from your brand.
Good opt-in sources
| Source | How it works | What to capture |
|---|---|---|
| Website form | Customer enters a phone number and checks an optional SMS consent box. | Phone number, timestamp, page URL, disclosure text, checkbox state, IP address where available. |
| Checkout form | Customer can opt in while completing a purchase. | Phone number, order or session ID, timestamp, disclosure text, checkbox state. |
| Booking form | Customer opts in while booking an appointment or consultation. | Phone number, appointment ID, timestamp, disclosure text, checkbox state. |
| Keyword signup | Customer texts a keyword after seeing a disclosure on a web page, ad, sign, or printed material. | Keyword, phone number, timestamp, source location, disclosure screenshot or copy. |
| Account preference center | Logged-in customer selects SMS preferences. | User ID, phone number, selected preference, timestamp, disclosure version. |
Website opt-in example
Place this near the phone-number field or SMS checkbox:
[ ] I agree to receive recurring text messages from [Brand], including updates and promotional offers, at the mobile number provided. Message frequency varies. Message and data rates may apply. Reply STOP to cancel or HELP for help. Consent is not a condition of purchase. Terms: [link]. Privacy Policy: [link].Transactional message example
For non-marketing messages such as appointment reminders, make the purpose specific:
By providing your mobile number, you agree to receive appointment-related text messages from [Brand]. Message and data rates may apply. Reply STOP to cancel or HELP for help.Consent rules of thumb
- Use clear language.
- Keep the checkbox optional and unchecked by default for marketing opt-ins.
- Put the disclosure near the phone-number field.
- Don't hide the SMS opt-in language only in the terms or privacy policy.
- Don't use purchased, rented, scraped, or shared lists.
- Keep records of when, where, and how each person opted in.
Step 6: Prepare your website pages
Your website should support your messaging program. Before launch, review the pages customers and reviewers are likely to inspect.
Website readiness checklist
- Your business name is clear and consistent.
- Your website explains what your business sells or provides.
- Your contact information is easy to find.
- Your privacy policy is live and accessible.
- Your terms page is live and accessible.
- SMS opt-in language appears near each phone-number collection point.
- Marketing consent is not bundled into unrelated consent.
- Links in sample messages use your branded domain.
- Your website does not make claims that conflict with your messaging use case.
- Your support team can explain how a customer joined the messaging program.
Privacy policy SMS language
Add language that explains how SMS data is used. Use counsel-approved wording for your business. A common starting point:
SMS consent and mobile phone numbers collected for SMS purposes will not be shared, sold, rented, or disclosed to third parties or affiliates for their own marketing or promotional purposes. We may share information with service providers who help us operate our messaging program, but they may use that information only to provide services to us.SMS terms language
Your SMS terms should explain the program in plain language:
By opting in to receive text messages from [Brand], you agree to receive recurring text messages at the mobile number provided. Message frequency varies. Message and data rates may apply. Reply STOP to cancel. Reply HELP for help or contact [support email/phone/URL]. Consent is not a condition of purchase. Carriers are not liable for delayed or undelivered messages. See our Privacy Policy at [privacy URL].