Consent For Business Initiated Communication Via SMS: A Brief Insight

It is always better to have a comparatively small SMS or emailing list comprised of people who are interested in your offerings, rather than a long list of people who are not committed. Rather than broadcasting thousands of messages to the ones not interested or unaware of your brand, it is far more effective if you plan to target the ones who have given their consent and shown interest in your brand. Business Initiated Communication is quite critical to both email and SMS marketing. It is focused on reaching out to people who have given their consent to receive updates from your brand. Doing so will lead to a better outcome and help you to manage your marketing expenses in a more effective manner.

Customer initiated SMS like an update on the purchase details, delivery status, or loyalty point updates, as well as Multi Factor Authentication elements like One Time Password (OTP), are considered to be transactional SMS and do not require customer consent. Any SMS that promotes your brand, service, or product, are considered to be promotional. Any transactional message that encourages the customers to download an app or click a link to get further discounts is also considered to be promotional. 

To send such promotional messages, you would require consent or opt-ins from the customers. Any communication through SMS, Email, or WhatsApp without the consent of the customer can be considered an intrusion into their personal messaging channels. Hence, it is prudent to use a Consent Management Platform for Business to acquire, store and manage customer consent.

 

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