Opt messages are the texts you use to collect or revoke permission for SMS. An opt in message captures a person’s explicit written consent to get marketing or recurring texts. An opt out message lets them stop messages at any time with a simple reply such as STOP, and you must honor that immediately. These are the core rules providers and carriers expect you to follow.
What does “OPT” mean in texting, in plain words
“Opt” means choice. Customers either opt in to receive your texts or opt out to stop them. For opt in, you need clear, written permission tied to your brand and message type; for opt out, you must give a simple, reliable way to quit.
The two building blocks you must implement
Opt in confirmation you send right after consent
State your brand, the type and cadence of messages, and how to opt out. Send this confirmation immediately after a form sign up or keyword join, and repeat reminders periodically for recurring programs.
Opt out handling you automate and test
Support common opt out keywords and send a clean confirmation that the person won’t receive marketing texts anymore. Your system must stop promos the moment a valid opt out arrives.
Single opt in versus double opt in (and when to use each)
- Single opt-in: One step (form checkbox or keyword) that captures written consent.
- Double opt-in: Adds a confirm by reply step (e.g., “Reply YES”). Use this when list quality matters, typos are common, or you need stronger proof of consent. Either way, identify your brand and explain how to opt out at any time.
Approved ways to collect consent (with notes on proof)
- Web or checkout checkboxes: Show exactly what someone is signing up to receive, expected frequency, and opt-out instructions; keep time stamped records.
- Text to join keywords: A person texts a keyword to your number and you send a confirmation that repeats opt out instructions; store the event.
- Paper or digital forms: Ensure the consent copy is clear, brand named, and stored with date/time and source.
Message examples you can copy today
Opt in welcome (single opt in)
“Thanks for joining [Brand]. You’ll receive weekly offers and updates. Msg&data rates may apply. Reply STOP to opt out. HELP for help.”
Double opt in step
“Reply YES to confirm you want deals and updates from [Brand]. You can opt out anytime by replying STOP.”
Opt out confirmation
“You’re unsubscribed from [Brand] and won’t receive marketing texts. Reply START to rejoin. HELP for help.”
These patterns align with provider guidance on opt-ins, opt outs, and first message expectations.
Common mistakes that trigger blocks or complaints
- Texting without explicit consent or burying terms behind vague language.
- Skipping opt-out instructions in your first confirmation for a recurring program.
- Delaying STOP processing or sending promos after an opt-out.
- Failing to identify your brand in a thread, leaving recipients unsure who is texting. Platform and carrier guides call these out because they lead to filtering and complaints. Fixing them improves deliverability fast.
Advanced keywords and why they matter
Your provider likely honors standard keywords by default (e.g., STOP, UNSUBSCRIBE, END, QUIT, CANCEL). Some now recognize additional tokens and allow customizations. ’s recent update adds REVOKE and OPTOUT; their Advanced Opt Out feature lets you tailor keywords and confirmation messages per country or language. Configure and test these before you launch.
Operational setup that prevents mistakes
Configure your SMS provider once, use everywhere
Turn on built in STOP filtering, review the default keyword list, and enable advanced opt out so variants are handled consistently. Save test transcripts that show the keywords worked end to end.
Store durable proof of consent
Log the consent text, timestamp, source (e.g., web form, checkout, keyword), and the confirmation that was sent. Sync that status to your CRM so suppression applies to broadcasts and one to one sends. Compliance guides recommend clear CTAs at collection and a visible path to opt out.
Roll out opt messages in one week
Day 1: Map every consent entry point
List all places you collect numbers: web forms, checkout, in store forms, live chat, text to join. Decide where you want double opt-in to protect list quality.
Day 2: Write confirmation, help, and opt out replies
Keep them short, branded, and specific. Mention cadence and costs if relevant, and include STOP and HELP.
Day 3: Configure keywords and test on real devices
Verify STOP, QUIT, CANCEL, END, and UNSUBSCRIBE. Confirm the system sends an opt-out confirmation and suppression applies immediately.
Day 4: Fix your consent language on web and checkout
Place clear language near the phone field; avoid pre checked boxes. Store timestamp, IP, and consent copy. Send the first confirmation instantly.
Day 5: Seed list rehearsal
Text internal phones first. Track deliverability, replies, and any unexpected filtering. Tweak wording and frequency to lower early opt-outs.
Day 6: Train teams and wire suppression everywhere
Make sure sales and support tools respect opt out status so no one messages opted out contacts by accident.
Day 7: Launch and watch the right metrics
Ship your first small campaign and monitor opt-outs, complaint flags, and filtered sends. Adjust timing and value quickly.
The quality bar and the KPIs that prove you hit it
- Confirmed list growth: net new opt-ins minus opt-outs.
- Double-opt-in completion: confirms list quality when you need stricter proof.
- Opt out rate by campaign and message type: flags poor fit or over frequency.
- Time to honor STOP (seconds): keep this near instant.
- Filtered/blocked messages: investigate copy, consent source, or pacing.
Frequently asked questions
1. Do opt messages only apply to marketing?
Use opt messages for promotional or recurring programs that require consent. Transactional notices are different, but you should still identify your brand and keep a clear path to manage preferences.
2. Which opt out keywords should I accept?
Support STOP and common variants like QUIT, CANCEL, END, and UNSUBSCRIBE. If your platform offers extended keywords, turn them on and test.
3. Do I need double opt in?
Not always, but it reduces errors and strengthens proof. Use it when you collect numbers in higher risk contexts or care about list purity.
4. What must the first confirmation include?
Identify your brand, describe what you’ll send and how often, and show how to opt out or get help. Send it as soon as you capture consent.
5. How do I prevent filtering?
Only text people who opted in, keep copy clear, avoid sudden volume spikes, and make STOP effortless. Providers highlight these practices because they reduce complaints and blocks.
Conclusion
Opt messages are the backbone of respectful texting. Capture explicit consent, confirm it right away, and honor opt out requests instantly. Design a crisp first confirmation, make STOP and HELP reliable, and store durable proof of consent. With that foundation, your list grows steadily, carriers deliver your messages, and every campaign reaches the right people.
