Definition (what it is, who it is for, when to use it)
SMS opt-in is the documented permission a customer gives a business to send text messages to their mobile number. For dispensaries and cannabis brands, opt-in is the foundation of both legal compliance and carrier trust. Without defensible consent, your messages face elevated complaint risk, filtering, and potential regulatory exposure.
This guide is for dispensary owners, marketing managers, compliance officers, and technical teams implementing SMS programs. Use it when launching a texting program, auditing existing consent flows, registering for A2P messaging, or investigating elevated opt-outs or filtering events.
For broader context, review cannabis texting overview, cannabis SMS compliance, and 10DLC registration for dispensaries.
Quick Answer (2–4 sentences)
SMS opt-in is not just collecting a phone number. It requires clear disclosure, documented permission, and a reliable opt-out mechanism. In cannabis messaging, strong opt-in protects deliverability by lowering complaint rates and aligning your traffic with carrier expectations. Weak or unclear consent is the fastest way to damage sender reputation.
Key Takeaways
Consent must be clear, specific, and documented with timestamp and source.
Opt-in scope must match the type of messages you send.
High-quality consent reduces complaint rate and filtering risk.
Opt-out must be simple and operationally enforced across all campaigns.
Registration frameworks such as 10DLC require accurate description of opt-in flow.
Imported lists without proof of consent create immediate deliverability risk.
Step-by-Step Process
Define message categories: transactional, support, loyalty, marketing. Separate flows before collecting consent.
Create clear disclosure language stating who is texting, what type of messages, and how to opt out. Align this with compliance standards.
Capture consent via controlled channels such as website forms, POS checkout, QR codes, or loyalty signups. Avoid verbal-only opt-ins without documentation.
Store proof including timestamp, source URL or store location, and disclosure version.
Configure automated suppression handling for STOP and similar keywords.
Register your messaging campaign accurately under 10DLC, describing your exact opt-in process.
Start with event-driven messaging such as order alerts before scaling to mass texting.
Checklist
Clear disclosure language visible before submission
Explicit acknowledgment action such as checkbox or keyword confirmation
Timestamped record stored securely
Documented opt-out instructions in every marketing message
Suppression list updated automatically upon opt-out
Alignment between declared campaign purpose and actual content
Segmentation rules that match consent scope
Comparison
Not all opt-in methods carry equal risk or defensibility.
| Method | Pros | Cons | Best For |
|---|---|---|---|
| Website Form with Checkbox | Strong documentation, scalable | Requires disclosure clarity | Ecommerce and loyalty enrollment |
| POS Digital Signup | Immediate capture during purchase | Needs device logging and timestamp | In-store dispensaries |
| Keyword Text-In | Clear user action trail | Requires confirmation flow | Events and signage campaigns |
| Imported Lists | Fast audience growth | High complaint and filtering risk | Only if documented prior written consent exists |
Troubleshooting
| Symptom | Likely Cause | Fix |
|---|---|---|
| High STOP rate after campaign | Consent scope mismatch | Clarify disclosure, segment tighter, reduce frequency |
| Carrier filtering increases | Imported contacts or unclear opt-in | Pause sends, validate consent proof, review deliverability |
| Customer claims no consent | Poor documentation | Strengthen proof storage and opt-in confirmation |
| Campaign registration rejected | Opt-in flow description unclear | Clarify consent mechanism and update registration details |
| Transactional messages blocked | Mixed marketing content in transactional stream | Separate flows and review automations |
FAQ
Question: Is verbal consent enough for cannabis SMS?
Answer: Verbal consent alone is difficult to prove. Documented, written opt-in provides stronger defensibility and lower complaint risk.
Question: Do I need a checkbox for website opt-in?
Answer: A clear acknowledgment action improves proof quality and reduces ambiguity about what the customer agreed to receive.
Question: What must disclosure include?
Answer: Who is sending messages, what types of messages, frequency expectations where possible, and clear opt-out instructions.
Question: Can I text past customers automatically?
Answer: Past purchase does not automatically equal marketing consent. Evaluate consent scope and document proof before sending.
Question: Why does opt-in affect deliverability?
Answer: Weak consent increases complaints, which directly impacts carrier filtering decisions and sender reputation.
Question: How should I handle STOP replies?
Answer: STOP must immediately suppress future sends and be applied across all message categories.
Question: Can I combine transactional and promotional messages?
Answer: Mixing them increases filtering risk and customer dissatisfaction. Keep transactional messages focused and separate.
Question: What happens if my opt-in language changes?
Answer: Store version history so you can tie each subscriber to the language they agreed to at time of opt-in.
Common Mistakes
Pre-checking consent boxes
Failing to document timestamp and source
Sending marketing texts under transactional consent
Ignoring opt-out confirmation messages
Scaling campaigns before verifying list hygiene
Metrics That Matter (what to measure and why)
Opt-In Conversion Rate: Measures signup effectiveness of consent flow.
STOP Rate: Indicates consent alignment and frequency health.
Complaint Rate: Direct influence on filtering and reputation.
Delivery Rate: Early warning sign of filtering issues.
Revenue per Subscriber: Evaluates value of consent-driven audience.
Use segmentation and smart routing to align consent scope with message intent.
Glossary (table with term and plain-English meaning)
| Term | Meaning |
|---|---|
| Opt-In | Customer permission to receive text messages. |
| Express Written Consent | Documented agreement meeting TCPA marketing standards. |
| Opt-Out | Customer request to stop receiving messages. |
| Suppression List | Database of numbers that must not receive messages. |
| Consent Scope | The category of messages a customer agreed to receive. |
| Double Opt-In | Two-step confirmation of subscription to verify intent. |
| Campaign Registration | Declaration of message purpose under A2P frameworks. |
| List Hygiene | Maintaining accurate, consent-based subscriber records. |
Sources and Further Reading (authoritative primary sources only, one sentence per source)
CTIA Messaging Principles and Best Practices: Industry framework for consent, opt-out handling, and acceptable messaging behavior: https://api.ctia.org/wp-content/uploads/2023/05/230523-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf
FCC TCPA-related consumer protection guidance: https://docs.fcc.gov/public/attachments/DOC-408396A1.pdf
The Campaign Registry overview for A2P 10DLC registration and consent declarations: https://www.campaignregistry.com/
FTC Telemarketing Sales Rule compliance overview: https://www.ftc.gov/business-guidance/resources/complying-telemarketing-sales-rule