Quick answer. To opt a consumer in to RCS, a business needs a clear call-to-action and explicit consent before the first message. The call-to-action must unambiguously state who is sending, what the consumer is signing up for, how often they’ll hear from you, that message and data rates may apply, and how to opt out — plus links to terms and conditions and a privacy policy. The opt-in method (keyword, QR code, web form, or deep link) must be transparently described, and the first message should confirm the subscription.
Required call-to-action disclosures, in plain terms: (1) brand or program name; (2) a description of the messages; (3) message frequency (e.g., “1–4 messages/month”); (4) “Message and data rates may apply”; (5) opt-out instructions (“Reply STOP to unsubscribe”); (6) a link to terms; (7) a link to a privacy policy.
Many programs use double opt-in (a confirmation reply of YES) to prove the number truly belongs to the consumer who signed up — a strong defense against fraudulent or mistyped sign-ups.
Key facts
- Consent for marketing must be in writing (prior express written consent); transactional/informational needs prior express consent.
- Confirm the opt-in in the first message, and include opt-out instructions on recurring programs.
- Don’t use pop-ups for terms, and keep the call-to-action and disclosures clearly displayed.