Types of messages

Conversational Messages

Definition

Conversational messages involve a back-and-forth exchange between the business and the consumer. These messages are typically initiated by the consumer and are often part of an ongoing conversation.

Examples:

• A customer texts your business with a question about a product, and you respond with the answer.
• A consumer requests information about your services, and you provide the details in your reply.

Consent Required

Implied consent is generally sufficient for conversational messages. Since the consumer initiates the conversation, no additional permission is typically needed.

Informational Messages

Definition

Informational messages are sent to provide information that the consumer has requested or expects. They do not contain promotional content and are often related to a service or transaction.

Examples:

• Appointment reminders
• Order confirmations
• Service notifications
• Alerts and updates

Consent Required

Express consent is needed for informational messages. This means the consumer must give explicit permission to receive these messages, typically by providing their phone number and agreeing to be contacted.

Promotional Messages

Definition

Promotional messages contain marketing or sales content to promote a product, service, or brand. These messages encourage the recipient to take action, such as purchasing or taking advantage of a special offer.

Examples:

• Discount offers
• Sales promotions
• New product announcements
• Limited-time deals

Consent Required

Express written consent is required for promotional messages. Consumers must provide explicit written permission to receive these types of messages. This can be done by signing a form, checking a box on a website, or sending a keyword to opt-in.

Best Practices for Each Type of Message

Conversational Messages

• Respond promptly to consumer inquiries.
• Keep the conversation relevant and focused on the consumer's request.
• Ensure responses are clear and provide the information needed.

Informational Messages

• Send messages only to those who have explicitly opted in.
• Ensure the content is strictly informational and does not contain promotional material.
• Clearly state the purpose of the message and any relevant details.

Promotional Messages

• Obtain express written consent before sending any promotional content.
• Include clear opt-out instructions in every message.
• Personalize messages to make them more relevant and engaging to the recipient.

Key Takeaways

• Conversational Messages: Implied consent is sufficient. Respond to consumer-initiated inquiries with relevant information.
• Informational Messages: Require express consent. Provide updates and notifications related to services or transactions.
• Promotional Messages: Require express written consent. Focus on marketing and sales content with clear opt-out options.