Is text message marketing worth it for a service business, and what consent does it need?
It can be, for a small list of customers who agreed in writing to get offers by text, such as seasonal reminders. In its section on robotexts, the FCC's consumer guide says commercial texts require written consent. CTIA's voluntary industry guidance says to send only after the person opts in and to honor STOP and plain words such as cancel. Texts to people who never agreed often annoy more than they sell. This is a plain summary, not legal advice.
Where texts help, and where they annoy
- Often helpful: a reminder that a seasonal or yearly service is due, sent to customers who asked for reminders.
- Often helpful: a short note about open times or a real offer, sent to people who agreed to get offers by text.
- Often annoying: frequent sends, invented deadlines, texts at odd hours, or offers to people who gave their number for one job only.
What the FCC's guide says
In its section on robotexts, the Federal Communications Commission's consumer guide says FCC rules ban texts sent to a mobile phone using an autodialer unless the phone owner previously gave consent or the message is sent for emergency purposes, and that commercial texts require written consent. The related answers on texting a new lead and on texting back missed calls cover consent and how people take it back. This is a plain summary, not legal advice.
What the wireless industry's guidance adds
CTIA's Messaging Principles and Best Practices (May 2023) is voluntary guidance developed by CTIA's member companies, not law, and it says it does not convey legal advice. Points it makes include:
- Promotional texts: before a business sends them, the person "should agree in writing to receive promotional texts".
- Opt-in first: messages should be sent only after the person has opted in, and the sender should keep a record of the consent, such as when and how it was given.
- A clear invitation: the call to action should cover the program, the number the texts come from, who is sending, the opt-in terms and any fees, and terms such as how to opt out.
- Opt-out: use standard STOP wording, also act on plain words such as stop, end, unsubscribe, cancel and quit, send one final confirmation, then nothing more.
- No borrowed lists: do not text from opt-in lists that were rented, sold or shared.
Phone companies may check business senders
CTIA's guidance also says individual phone companies may add their own protections for business senders, for example campaign pre-approval, vetting of the sender, or filtering of unwanted messages. In plain terms, a texting service may ask you to describe your business and what you will send before your texts go through. Ask your provider what it needs.
How to tell whether it is worth it
Start small: one useful text to customers who agreed, then count what happens. Put a tagged link in the text so a booking counts under the campaign channel, as the related answer on lead attribution defines it, and follow each reply to an outcome: won, lost or still open. If opt-outs keep outnumbering bookings, send less often or stop.
Sources
- Federal Communications Commission, "Stop Unwanted Robocalls and Texts" (page last updated or reviewed February 27, 2026)
- CTIA, "Messaging Principles and Best Practices" (May 2023)
Related answers
- Can you text a new lead or a past customer, and what consent do you need?
- Should you send an automatic text when you miss a call?
- What is lead attribution, and why does a small business need it?
Lead generation and lead tracking
A lead that waits a day goes cold, and a lead with no source teaches you nothing. Ascent Vision fixes both.