Glossary
What is Marketing SMS?
A marketing SMS is any text that promotes a product, service, offer, event or the business itself, which UK law treats as direct marketing.
Under PECR you need a person's specific consent before texting them marketing, unless the soft opt-in applies to them. Every marketing text has to make clear who it's from and give a simple, free way to opt out. Texts to limited companies follow looser rules than texts to individuals, but the ICO counts sole traders and ordinary partnerships as individuals.
'Quiz night is back on Thursday, 8pm, teams of up to 6' from a pub in Derby is marketing, however friendly it sounds, so it should only go to people who've agreed and it should end with a way to opt out.
CaptiFi Connect adds 'Reply STOP to opt out' to campaign texts by default (you can edit the wording in Settings), acts on STOP replies automatically and refuses any later text to an opted-out number without charging for it. Keeping a record of who agreed to marketing, and when, stays with you.