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Communications RCS

Marketing Channels Require Explicit Opt-In and Double-Opt-In for Compliance

8 min read

Transactional messages require single opt-in. Marketing messages require documented consent and double-opt-in where regulations mandate it.

Rule

Consent for marketing messages must be explicitly captured and verifiable.

Why

Sending marketing messages to unconsented recipients violates CAN-SPAM, GDPR, TCPA, and carrier codes of conduct.

Must

  • Record opt-in timestamp, channel, source page, and consent copy version at sign-up.
  • Implement double-opt-in for SMS/RCS marketing where legally required.
  • Process STOP (opt-out) replies within 24 hours maximum.
  • Honor opt-out globally across all marketing campaigns on that channel.

Should

  • Use START/HELP/STOP standard keywords without alteration.
  • Separate transactional and marketing consent records.

Anti-patterns

  • Pre-ticking a marketing consent checkbox.
  • Sending marketing messages to transactional-only subscribers.
  • Opt-out that applies only to one campaign.

Test Cases

  • STOP reply prevents all subsequent marketing sends.
  • Opt-in record stores consent copy version at time of collection.

Telemetry

  • opt_in_collected
  • opt_out_processed
  • send_blocked_opted_out
  • double_opt_in_confirmed