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Opt-Out Language in Bluelink Messaging

Bluelink was recently notified, by our SMS provider, Twilio, of a new level of enforcement US cell phone carriers are enacting in regards to the use of opt-out language in initial messages sent through peer-to-peer platforms.

Specifically, Twilio states: "The initial message that you send to an individual needs to include the following language: 'Reply STOP to unsubscribe,' or the equivalent using other standard opt-out keyword, such as STOPALL, UNSUBSCRIBE, CANCEL, END, and QUIT."

  1. Beginning immediately, please amend your texting campaign templates to ensure all initial outbound messages contain appropriate opt-out language. Prior to these changes being made, your messages may be at risk of being filtered or blocked directly by the carrier.

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  2. In general, canned responses will not need to include opt out language, since they are most frequently used in response to an inbound message from the contact.
  3. Your cooperation with these new guidelines is crucial to our compliance with Twilio’s terms and our ability to continue supporting your texting efforts.

You can learn more about Twilio's enforcement here


What if the people I am texting have previously opted in?

If you are texting a list of contacts who have explicitly opted in to receiving texts from your organization (i.e. on your website), opt-out language is not required.

Will I be charged for the additional characters this opt-out language uses?

Twilio is continuing to charge us per message segment in the same way, so we are not in a position to offer a discount for the additional characters.

Is this change mandated by the FCC?

While the FCC does not require or expect explicit opt-out language of political speech in peer-to-peer texting, carriers are universally enforcing it. The FCC has not enforced their ruling with the carriers, so we are responsible for complying with the carriers.