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Texting rules for the US and Canada.

Consent, an opt-out, your name on every text and, in the US, a registered number. What each rule asks, and how Textually applies it.

Updated October 14, 2026. Rules checked October 14, 2026. General information, not legal advice.

Built around the rules for texting the US and Canada.

How Textually applies the rules

  • Consent first. Texts go only to leads with a consent record, or to campaigns where you confirmed consent for everyone.
  • Opt-out line until they reply. Every text carries the registered opt-out line until the person replies.
  • STOP works at once. STOP, ARRET and other opt-out words end texts before the next send.
  • HELP gets an answer. A HELP reply returns your business name and contact.
  • Registered numbers. Every text goes from a number registered to your brand.
  • Sending hours. Texts go out only in the days and hours you set.

Registered numbers: 10DLC and toll-free

In the US, business texts from ordinary 10-digit numbers go through 10DLC, the carriers’ registration system. The business (the brand) and each use case (the campaign) are registered through The Campaign Registry before sending. Toll-free numbers are verified with the carriers before they can text the US or Canada.

  • The Campaign Registry runs the 10DLC registry. Businesses do not register themselves; a messaging provider registers the brand and its campaigns, and both are vetted before texts go out. (The Campaign Registry)
  • Short codes (five or six digits) are a separate, more heavily vetted route for bulk messaging. (CTIA Messaging Principles and Best Practices, May 2023)
  • Textually registers each customer’s brand and campaign before the first text, and verifies toll-free numbers for Canadian recipients.

Carriers expect business texts to go only to people who opted in, and US rules require prior express written consent for marketing texts sent with automated systems. Record where and when each person agreed. Bought, rented or shared lists are not allowed. In Canada, CASL requires express or implied consent.

  • Marketing texts sent with an autodialer to a mobile number need the recipient’s prior express written consent, a signed agreement (e-signatures count) that names the number and does not make consent a condition of purchase. (47 CFR 64.1200 (eCFR))
  • CTIA’s guidance: send messages only after the person has opted in, keep a record of the opt-in (time, wording shown, number), and never use rented, sold or shared opt-in lists. (CTIA Messaging Principles and Best Practices, May 2023)
  • The FCC’s 2023 one-to-one consent rule was struck down by the Eleventh Circuit in January 2025 and removed from the rules in August 2025. The written-consent rule above still applies. (Federal Register 2025-16641)
  • Textually sends a text step only to a lead with a consent record (source and date) or in a campaign where you confirmed that every lead agreed, and asks you to confirm consent each time you import, push or launch a list.

Opt-outs: STOP and the other words

People can stop your texts at any time. Under the FCC’s rules, a reply of stop, quit, end, revoke, opt out, cancel or unsubscribe revokes consent by itself, and requests must be honoured within ten business days. Every text should say how to opt out until the person writes back.

  • A person may revoke consent by any reasonable means; the seven words above count on their own, and senders must honour the request within ten business days. (47 CFR 64.1200 (eCFR))
  • On 2026-09-30 the FCC adopted an order (FCC 26-67) that will let senders make a STOP-style reply the only way to opt out. It takes effect 30 days after it is published in the Federal Register, which had not happened on 2026-10-14. (FCC 26-67)
  • CTIA asks senders to read normal-language opt-outs too, whatever the capitalisation, and to send at most one confirmation afterwards. (CTIA Messaging Principles and Best Practices, May 2023)
  • Textually stops texting a person as soon as they reply with STOP, ARRET or another opt-out word, before the next send, and adds the registered opt-out line to every text until they reply.

HELP replies and disclosures

Each texting program should tell people who is texting, how often, that message and data rates may apply, and how to stop. A reply of HELP should return the business name and how to reach it.

  • Opt-in confirmations should name the program, give a contact or HELP instructions, explain how to opt out, disclose that messages recur and how often, and mention any fees. (CTIA Messaging Principles and Best Practices, May 2023)
  • Textually’s opt-out line, registered with the carriers: “Msg frequency varies. Msg & data rates may apply. Reply STOP to opt out, HELP for help.”

Quiet hours

Federal rules bar telephone solicitations before 8 a.m. or after 9 p.m. in the recipient’s local time, and texts to mobile numbers are covered. Some states set tighter windows and attempt limits. Choose sending hours that respect the strictest rule for the people you text.

  • Federal: no telephone solicitation before 8 a.m. or after 9 p.m., local time at the recipient’s location. (47 CFR 64.1200 (eCFR))
  • Florida, Oklahoma and Maryland use 8 a.m. to 8 p.m. and allow at most three attempts in 24 hours on the same subject. How far these reach texts and business-to-business sales is a question for your counsel.
  • Washington bars commercial texts to its residents unless they consented in advance. (RCW 19.190.060)
  • In Textually you set the sending days and hours for each campaign. Steps wait for the next window.

What carriers carry

Carriers restrict or ban texts about sex, hate, alcohol, firearms and tobacco (often called SHAFT), plus gambling and sweepstakes, and block phishing, malware and misleading content. Links should point to a site that clearly names its owner.

Canada: CASL

In Canada, commercial texts fall under CASL. You need express or implied consent, each message must identify who sent it and how to reach them, and it must offer a free way to unsubscribe that takes effect within ten business days.

This page is general information, not legal advice. Rules change; check with your counsel before relying on any of it, especially state rules and anything about consent for your use case.

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