Glossary
What is PECR?
PECR, the Privacy and Electronic Communications Regulations 2003, is the UK law that governs marketing texts, emails and calls, alongside the UK GDPR.
The full title is the Privacy and Electronic Communications (EC Directive) Regulations 2003, and the ICO enforces them. Texts count as 'electronic mail' under PECR, so the rules for marketing emails apply to marketing texts too. Regulation 22 says you need consent to text marketing to individuals unless the soft opt-in applies. Regulation 23 says a marketing text mustn't hide who sent it and must give a valid address the person can use to ask you to stop.
The rules are looser for texts to companies. The ICO says you can text marketing to corporate subscribers (limited companies, LLPs and government bodies) without consent, though it suggests keeping a do-not-text list for those that object. Sole traders and ordinary partnerships count as individuals.
A gym in Nottingham texting members that the pool is closed tomorrow is sending a service message. Texting the same members about a new class timetable is marketing, and PECR applies.
With CaptiFi Connect you're the sender, so consent is your decision. The product covers the parts it can: an opt-out line on campaigns, automatic STOP handling, an opt-out list checked on every send, and sender names checked before anyone can use them.