Support / Messaging / Operating rules

SMS operating rules.

Pass-vetting tells you the program is allowed to start. Operating rules keep it running. These four sets of rules cover what your team should do every day so the program stays compliant and customers stay opted in.

Readiness checklist Pre-vetting QA

Consent rules

• Send only to subscribers who opted in to the specific brand and campaign type.
• Do not upload purchased, rented, scraped, shared, affiliate, or lead-gen lists.
• Keep SMS consent separate from email consent.
• Store consent evidence before sending.
• Reconfirm consent when the campaign type changes materially.

Copy rules

• Identify the brand in every message.
• Keep offers truthful and easy to understand.
• Use branded links — never public URL shorteners.
• Include STOP language in promotional campaigns, preferably every message.
• Avoid all disallowed or high-risk content.
• Match the registered use case and samples.

Frequency rules

• Match the disclosed frequency.
• Avoid sudden spikes in volume.
• Cap daily / weekly sends by segment.
• Suppress recent purchasers or recent opt-outs from irrelevant campaigns.
• Avoid sending during quiet hours unless your use case explicitly requires it (and your registration allows for it).

Support rules

• HELP must return usable support contact information.
• Customer service must be able to confirm opt-in source and opt-out status.
• Support must never manually re-subscribe someone without a new opt-in event.
• Complaints should trigger review of the campaign, segment, copy, and opt-in source.