SMS terms and conditions are the program terms for your text messaging: what subscribers will receive, how often, what it costs them, how to stop and get help, and your liability limits. Carriers and Campaign Service Providers (CSPs) expect a public SMS terms page, and 10DLC reviewers check that it matches your opt-in, sample messages and privacy policy. This page gives you a complete template, explains each clause, and shows where to host it. MyTCRPlus is an independent 10DLC compliance diagnostic platform: it is not a CSP, does not send SMS, and this template is not legal advice.
Short answer: Publish a public page (for example, yoursite.com/sms-terms) that names your program, describes the messages, states frequency and "Msg & data rates may apply", explains STOP and HELP, lists support contacts, says carriers are not liable for delayed or undelivered messages, links your privacy policy, and states eligibility. Link it from every opt-in.
Why You Need SMS Terms and Conditions
- CTIA guidelines expect program terms to be available to consumers and linked from calls to action. See CTIA guidelines.
- 10DLC review compares your opt-in, terms, privacy policy and samples. Missing or inconsistent terms are a common reason for rejection; see why your privacy policy and terms hold up registration.
- Consumers and disputes. Clear terms reduce complaints and give you a record of what subscribers agreed to.
Required Clauses
| Clause | What it covers |
|---|---|
| Program description | Brand name, program name and the type of messages |
| How to opt in | Methods (form, keyword, checkout, verbal) |
| Message frequency | A maximum or "Message frequency varies" |
| Rates | "Message and data rates may apply" |
| Opt-out | Reply STOP (and synonyms) to cancel; one confirmation message |
| Help | Reply HELP; support email, phone or website |
| Carrier liability | Carriers are not liable for delayed or undelivered messages |
| Privacy | Link to the privacy policy and the SMS non-sharing commitment |
| Eligibility | Age or account-holder requirements, if any |
| Changes | How you will update the terms |
SMS Terms and Conditions Template (Marketing Program)
Copy, then replace every bracketed item. Remove clauses that do not apply.
[Brand] SMS Terms and Conditions
1. Program description. By opting in, you agree to receive recurring marketing text messages from [Brand] about [offers, new products, events] at the mobile number you provided. Messages may be sent using automated technology. Consent is not a condition of any purchase.
2. How to opt in. You can join by [checking the SMS box on our website or checkout / texting JOIN to [number] / telling our staff in store]. You will receive a confirmation message after you opt in.
3. Message frequency. [Up to 6 messages per month / Message frequency varies.]
4. Rates. Message and data rates may apply. Contact your wireless carrier for details about your plan.
5. How to opt out. You can cancel at any time. Reply STOP to any message, or reply CANCEL, END, QUIT or UNSUBSCRIBE. You will receive one message confirming your opt-out, and no further messages will be sent unless you opt in again. You may also opt out by [emailing / calling] [contact].
6. Help. Reply HELP for help, or contact us at [email] or [phone], [hours].
7. Carrier liability. Carriers are not liable for delayed or undelivered messages.
8. Supported carriers. Supported on major US carriers. Delivery is not guaranteed.
9. Privacy. We will not share your mobile number or SMS opt-in data with third parties or affiliates for their marketing purposes. See our Privacy Policy at [URL].
10. Eligibility. You must be [18 or older / the account holder or authorized user] of the mobile number to participate.
11. Changes. We may update these terms. Material changes will be posted on this page with an updated date. Continued participation after changes means you accept the updated terms.
12. Contact. [Legal business name], [address], [email], [phone].
Last updated: [date]
Template Variant: Informational Alerts Only
For appointment reminders, order updates or account alerts, change clause 1 and remove the marketing statement:
1. Program description. By providing your mobile number and opting in, you agree to receive [appointment reminders / order and shipping updates / account alerts] from [Brand] by text message at that number. These messages relate to your [appointments / orders / account] and do not include marketing.
Keep frequency, rates, STOP, HELP, carrier liability and privacy clauses unchanged.
Template Variant: Mixed Programs
If one program sends both alerts and marketing, describe both and make consent for marketing separate at opt-in:
1. Program description. [Brand] sends text messages in two categories: (a) [account alerts] if you opt in to alerts, and (b) marketing messages about [offers] if you separately opt in to marketing. You can opt out of either by replying STOP to a message in that category, or out of all texts by contacting us.
Register a mixed or marketing Campaign that matches this description; see TCR use case types.
Where to Host Your SMS Terms
- A stable, public URL on your own domain, such as /sms-terms or /terms#sms.
- Reachable without a login, pop-up wall or geo-block.
- Linked from every opt-in point, the opt-in confirmation (where length allows), your privacy policy and your footer.
- The same URL you enter in your 10DLC Campaign registration.
If you operate many locations or brands, each needs terms that name the right business. See SMS compliance microsite for hosted options.
Keep Terms Consistent With Everything Else
| Item | Must match your terms |
|---|---|
| Opt-in disclaimer | Program name, frequency, rates, STOP, HELP |
| Confirmation message | Same frequency and keywords |
| Sample messages | Same message types |
| Privacy policy | SMS section and non-sharing statement |
| Campaign registration | Use case, message flow, terms URL |
The SMS disclaimer examples and the 10DLC privacy policy template use matching wording.
Mistakes Reviewers Flag
- Generic website terms with no SMS section.
- Frequency in the terms that does not match the opt-in.
- Terms that only name a software platform, not your business.
- Opt-out instructions that require logging in or emailing instead of replying STOP.
- Terms URL behind a login or returning an error.
- Copy-pasted terms naming a different company.
How Terms Relate to the TCPA
SMS terms describe your program; they do not create consent by themselves. Consent comes from the consumer's affirmative opt-in with clear disclosure at that moment. Your terms support that consent by giving the full details the opt-in disclaimer links to. See TCPA opt-in requirements and express written consent for SMS.
Review Before You Publish
- Replace every bracketed field.
- Confirm the frequency you state is what you will actually send.
- Test STOP and HELP replies on a live number.
- Check the page loads publicly on mobile and desktop.
- Run your opt-in wording through the Consent Language Validator.
- Have counsel review, especially for regulated industries.
Clause-by-Clause Notes
Program description. Be specific about message types. "Updates" is vague; "order and shipping updates" or "weekly offers on outdoor gear" tells reviewers and subscribers what to expect. If you use automated technology, saying so is good practice.
How to opt in. List every method you actually use. Reviewers compare this list with your Campaign message flow.
Frequency. If you can commit to a maximum, state it. If volume depends on the customer's activity (for example, order updates), "Message frequency varies" is accurate. Do not understate frequency.
Rates. "Message and data rates may apply" is the standard wording. Do not imply texts are free.
Opt-out. Name STOP and the common synonyms. State that one confirmation is sent. If you also accept opt-outs by email or phone, say so; federal rules require honoring revocations made by any reasonable means.
Help. Give at least one support channel that a person can actually reach, with hours.
Carrier liability. The statement that carriers are not liable for delayed or undelivered messages is a long-standing carrier expectation in program terms.
Privacy. Link the full privacy policy and repeat the commitment not to share mobile numbers or SMS opt-in data with third parties for their marketing.
Eligibility. Programs aimed at adults, or that involve age-restricted products, should state the age requirement.
Industry Variants
| Industry | Clause to adapt | Example wording |
|---|---|---|
| Healthcare | Program description | "Appointment reminders and visit instructions. We do not send medical records or test results by text." |
| Financial services | Program description | "Account alerts and fraud notifications. We never ask for passwords or full account numbers by text." |
| Restaurants | Eligibility | "Must be 21+ to receive alcohol-related offers." |
| Real estate | Program description | "Listing alerts that match your saved searches and open-house invitations." |
| Nonprofits | Program description | "Event updates and donation requests from [Organization]." |
Bilingual Programs
If you run a Spanish-language or other non-English program, publish the terms in that language as well and make sure STOP and HELP work in the keywords your audience will use, for example PARAR and AYUDA alongside STOP and HELP. Keep both versions consistent with each other and with your opt-in.
Multi-Brand and Agency Programs
Agencies and platforms that register many client Brands need a terms page per client that names the client's business, not the agency or the platform. Reviewers reject terms that do not match the Brand on the Campaign. See A2P compliance platform for agencies.
Example: A Completed Terms Page
Here is how the template reads once filled in for a small retailer, shortened for display:
Oak Outfitters SMS Terms. By opting in, you agree to receive recurring marketing texts from Oak Outfitters about sales and new arrivals at the number you provided. Consent is not a condition of purchase. Join by checking the SMS box at checkout or texting JOIN to 555-555-0100. Up to 6 msgs/month. Message and data rates may apply. Reply STOP to cancel; you will receive one confirmation. Reply HELP for help or email support@oakoutfitters.com (Mon-Fri, 9am-5pm ET). Carriers are not liable for delayed or undelivered messages. We do not share your mobile number or SMS opt-in data with third parties for their marketing; see oakoutfitters.com/privacy. You must be 18 or older. Last updated: October 8, 2026.
Every element in the opt-in and confirmation message for this program uses the same frequency, keywords and links, which is what reviewers look for.
Terms for Two-Way Conversations
If customers can text you and get replies from staff, say so in the program description, describe expected response times, and tell customers not to send sensitive information such as passwords, card numbers or health details by text. Conversational replies to a customer who texted first are lower risk under CTIA practice, but once you start sending messages the customer did not ask for, your opt-in and terms need to cover them.
FAQ
Do I need SMS terms and conditions for 10DLC?
Reviewers expect public program terms linked from your opt-in. Missing or inconsistent terms are a common rejection reason.
What should SMS terms and conditions include?
Program description, opt-in methods, frequency, "Message and data rates may apply", STOP and HELP instructions, support contact, carrier liability statement, privacy link, eligibility and an update clause.
Can I put SMS terms inside my general terms of service?
Yes, if it is a clearly labeled SMS section with its own anchor link you can point to from opt-ins. A dedicated page is easier for reviewers.
Is this SMS terms template free to use?
Yes. Adapt it to your program and have counsel review it.
Do SMS terms need "consent is not a condition of purchase"?
For marketing programs, include it in the terms and, more importantly, in the opt-in disclosure itself.
How often should I update SMS terms?
Whenever your program, frequency, support contacts or data practices change. Keep the last-updated date current.
What is the difference between SMS terms and an SMS privacy policy?
Terms describe the program and how to opt out. The privacy policy explains how you handle personal data, including that you do not share SMS opt-in data for third-party marketing.
Disclaimer
Informational only, not legal advice. Adapt the template to your business and jurisdiction and have counsel review it. MyTCRPlus does not submit registrations or send messages.