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SMS Compliance in Canada

Learn more about the compliance considerations when sending SMS messages in Canada

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Written by Support
Updated this week

Canada has compliance regulations put forth by the mobile governing bodies. Ensuring your mobile program is compliant is an important step in setting up your campaigns. Non-compliant mobile programs can be subject to repercussions from mobile carriers and even suppression or termination of your program.

Below you will find an at-a-glance guide to SMS Compliance. For additional guidance, please contact your Account Manager.


Who Sets Compliance Rules?

Compliance in Canada is managed by two main organizations.

  • Canadian Anti-Spam Law (CASL)

  • Canadian Telecommunication Association (CWTA)


The Compliance Basics

  • Compliance messages must be available in both English and French

  • Compliance keywords must be written in all capital letters

  • Mobile Terms & Conditions must be easily accessible for contacts

  • Contacts must be able to easily opt-out of the program

⚠️Always consult with your legal team to ensure your program is in full compliance.


Message Compliance Requirements

Below you will find the components that are recommended to be included in different message types.

Call to Action (CTA)

  • Product Description

  • Cost of program and message frequency (MsgFrequencyVaries & StdMsg&DataRatesMayApply)

  • Help Instructions or Customer service contact information

  • Opt-out instructions (Reply STOP)

  • Privacy policy or link to policy

  • Complete Terms & Conditions or link to T&C

Opt-In Subscription Prompt

  • Program (brand) name or product description

  • Cost of program and message frequency (MsgFrequencyVaries & StdMsg&DataRatesMayApply)

  • Help instructions (Reply HELP for help)

  • Opt-out instructions (Reply STOP)

  • Based on subscription type, opt-in confirmation (Reply Y)

Opt-In Welcome Message

  • Program (brand) name or product description

  • Cost of program and message frequency (MsgFrequencyVaries & StdMsg&DataRatesMayApply)

  • Opt-out instructions (Reply STOP)

  • Help instructions (Reply HELP)

One-Time or Recurring Ongoing Broadcast Messages

  • Program (brand) name or product description

  • The CWTA requires inclusion of Standard and Message Data Rates Apply when a link is included in the message

  • CASL requires opt-out instructions in every message (Reply STOP)


Compliance for Mandatory Messaging

Some compliance messaging must be sent at a specific cadence or contain specific information in certain types of messages. The requirements are the same in both languages.

Automated Help Messages: HELP or AIDE

  • Program (brand) name or product description

  • Customer service contact information - email address, toll free phone number, or website information

  • Opt-out instructions (Reply STOP to cancel)

  • Cost of program and message frequency (MsgFrequencyVaries & StdMsg&DataRatesMayApply)

ProgramName: For help, please visit https://customerservcieurl.ca. Msg freq varies. Reply STOP to cancel. StdMsg&DataRatesMayApply. ​

ProgramName: Pour de l’aide, visitez: https://custoemrservcieurl.ca/fr.​ Msg freq varies. R`epondez ARRET pour d`esabonner. FraisStdDeMsgs&Donn`eesPeuv.S’appl.

Automated Stop Messages: STOP or ARRET

💡 These can also be triggered by texting Cancel, End, Unsubscribe, Quit, Fin, Annuler, Quitter, Desabonner, or any recognized opt-out request

  • Program (brand) name or product description

  • Confirm no additional messages will be sent

  • Cost of program (StdMsg&DataRatesMayApply)

  • Help instructions (Text HELP for help)

ProgramName: This is not a subscription service. You will no longer receive messages. Txt HELP for Help. StdMsgRtsAply.

ProgramName: Ce n'est pas un service d'abonnement. Vous ne recevrez plus de messages. Txt AIDE pour obtenir de l'aide. ​StdMsgRtsApply.

Automated Info Message: INFO

  • Program (brand) name or product description

  • Customer service contact information - email address, toll free phone number, or customer service website information - in both English and French

  • Toll free number or email address is preferred customer service information

ProgramName: Call TOLL-FREE NUMBER or email for help. | ProgramName: ​Composez TOLL-FREE NUMBER or email pour de l’aide


Double Opt-In and Handset Verification

Double Opt-In or Handset Verification requirements are determined by the method a contact uses to opt-in to a mobile program.

  • When filling out an online form

  • When giving verbal consent for program opt-in (e.g. when on the phone with customer support)

    💡 It is recommended to include double opt-in or handset verification to gather consent.

Implied vs. Explicit Consent

Canadian compliance recognizes two types of contact consent: explicit and implied.

Explicit consent requires a mobile contact to specifically take an action to confirm that they would like to receive marketing messages. Explicit consent can be gathered when a contact texts in to sign up for a program or filing out a form. Explicit consent does not expire unless a contact requests to be removed from the program (e.g. texting STOP).

Implied consent does not require a contact to take a specific action to sign up for the program. Implied consent can be gathered through an action such as making a purchase. Implicit consent expires after a set timeframe (e.g. two years) unless a contact opts-in or out via an explicit method.


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