To ensure compliance with Twilio’s A2P (Application-to-Person) messaging policies and broader industry regulations, businesses are now encouraged to clearly separate consent for transactional and promotional SMS messages. This often includes using two distinct checkboxes on any web forms, landing pages, or onboarding processes where users opt in to receive text communications.
Why Two Checkboxes?
Twilio’s updated guidelines — along with recommendations from the CTIA (Cellular Telecommunications and Internet Association) and various telecom carriers — aim to protect consumers by ensuring they are fully aware of what types of messages they are agreeing to receive.
Transactional and promotional messages serve very different purposes and must be treated accordingly when collecting user consent:
Transactional Messages include essential updates such as order confirmations, appointment reminders, or service notifications.
Promotional Messages include advertising content such as special offers, sales announcements, or product updates.
Combining consent for both types into a single checkbox is discouraged because it does not allow for granular user control, which may put your business at risk of message filtering or compliance violations.
? Sample Terms & Conditions Language
You can copy and adapt the following examples into your form’s checkbox section:
T&C 1 – Transactional Messaging Consent
By checking this box, I consent to receive transactional messages related to my account, orders, or services I have requested. These messages may include appointment reminders, order confirmations, and account notifications among others. Message frequency may vary. Message & Data rates may apply. Reply HELP for help or STOP to opt-out.
T&C 2 – Marketing and Promotional Messaging Consent
By checking this box, I consent to receive marketing and promotional messages, including special offers, discounts, new product updates among others. Message frequency may vary. Message & Data rates may apply. Reply HELP for help or STOP to opt-out.
Make sure these checkboxes are:
Not pre-checked
Visibly labeled
Stored with user records for audit purposes
Official Sources and Guidance
For those looking to dive deeper into the official requirements and industry best practices, here are key resources:
Twilio A2P Messaging Policy
CTIA Messaging Principles and Best Practices (U.S.)
U.S. TCPA Law (Telephone Consumer Protection Act)
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