What "Opt In" and "Opt Out" Mean for Text Messages

What "Opt In" and "Opt Out" Mean

"Opt" means to make a choice. When you are asked to "opt in" to a text from a business, you're essentially being asked if you consent to having those texts sent to you. If you decide to opt in, that is essentially you telling the company that you give them permission to send you text messages, automated or not. On the other hand, once you've opted in, you can "opt out." This means you are rescinding your permission to get texts, and the business must stop sending you those messages immediately.

"Message & Data Rates May Apply" Meaning

Opting in to texts may cost you money. This is why you may see the message "message and data rates may apply" (or just "data rates may apply). Depending on your cellular plan, getting a text from a business could cost money if you have a limited amount of texts per month or if you're getting a high volume of marketing texts. If you're unsure if a text will cost you money, contact your cellular provider for clarification.

Ways You're Asked to Opt In

Web forms When you buy something or sign up for a website, you may be asked for consent to get text messages. These could be promotional or marketing texts, appointment reminders, or customer service. This option is usually a checkbox at the bottom of the web form or at the end of your transaction before you finalize payment. Example: By checking this box, you agree to receive appointment reminder text messages. You also agree to our Terms of Service and Privacy Policy.

Contact pages If a business has a way to contact them via text, texting them first is considering opting in. Example: Text the word SALE to 555-555-5555 to get info on our latest sales, discounts, and coupons! Text STOP to unsubscribe at any time.

Double opt in Many businesses will do what's called a "double opt in." This means that after you've opted in on a web form or by texting the business first, they will ask you one more time for permission to send you texts. Example: Hello! To confirm that you want to sign up for promotional SMS messages, text us YES. Text us STOP at any time to opt out.

How to Opt Out

Use the keyword sent in the original opt in message. If you no longer have that message, try texting one of the following keywords: STOP STOPALL CANCEL UNSUBSCRIBE END QUIT If none of these options work, you can try texting the keyword HELP for more information. You can also contact the business's customer support for more help

Why Opting In & Out Exists

It's illegal for a business to text you without your permission. The Telephone Consumer Protection Act (TCPA) was passed in 1991. It was originally meant to protect against telemarketer calls, but has since been updated for newer technologies like text messaging. According to the TCPA, businesses cannot contact you without your express written consent. They also must stop texting you as soon as you decide to opt out.

Businesses want to build a strong relationship with you. By asking you for permission to send text messages, businesses hope to gain your trust by caring about your preferences. This is to hopefully create a lasting relationship with their customers to retain a strong customer base.