Texting customers after the call: 10DLC, consent and keeping it simple
Appointment confirmations by text are useful, and so is knowing the basic rules. A plain-language overview. Not legal advice.
A text confirming the appointment is one of the most useful things you can send after a call. It gives the time, the address and a number to call, and it can reduce no-shows. It also comes with rules. This post is a plain-language overview, not legal advice. Talk to a lawyer about your own situation.
Two ideas to know
- 10DLC. In the US, business text messages sent from regular 10-digit local numbers generally have to be registered with carriers. You register your business, and describe what you will send. Unregistered traffic can be filtered or blocked. Registration can take days or longer.
- TCPA. The Telephone Consumer Protection Act is a federal law about automated calls and texts. In general, it expects consent before certain automated or marketing messages are sent. Rules and exceptions are detailed, and state laws can add more.
Transactional versus marketing
The simplest way to stay on solid ground is to keep texts transactional: messages that relate to a service the customer asked for.
- Appointment confirmations and reminders.
- "Your technician is on the way."
- A reply to a question the customer just asked.
Promotions, seasonal offers and review requests are different. They may need clearer consent. Do not mix them into a confirmation.
Practical habits
- Say who you are in the message. "Northwind Heating: your visit is Tuesday 8 to 10 am."
- Honor opt-outs. If someone replies STOP, stop.
- Keep a record of when and how a customer gave their number and agreed to be contacted.
- Send only what you said you would. Do not add marketing to a confirmation.
- Avoid sensitive details in the text itself.
- Keep it short. A confirmation needs a date, a window, an address and a number.
Who registers the number
If a vendor sends texts on your behalf, ask who registers the campaign, whose number sends the message, how long registration takes and what happens if it is rejected. Some vendors handle registration for you. Others expect you to do it.
Also ask how opt-outs are handled, and whether you can see delivery failures.
Email is a backup
Not every customer wants texts, and not every number can receive them. A confirmation by email is a useful second channel. Offer both, and let the customer choose where they can.
When in doubt, ask
Messaging rules change, and they vary by state and by situation. If you plan to text anything beyond confirmations, such as promotions or review requests, get advice first. A short consultation costs less than a complaint.