Why texts are different from email

In the US, automated texts and calls fall under the Telephone Consumer Protection Act (TCPA), which the FCC enforces and which carries significant penalties; the FCC's telemarketing and robocalls page is the official starting point. Carriers add their own requirements on top, summarised in the industry's CTIA messaging principles. Other countries have their own rules. None of this means you can't send reminders; it means you should set them up deliberately.

*This guide is general information, not legal advice.*

Four things to get right

1. Consent, captured and recorded

Know how each customer agreed to receive texts and for what. Practical steps:

  • On your booking form, use a clear, unticked checkbox: "Text me appointment reminders. Message and data rates may apply. Reply STOP to opt out."
  • Keep reminders and marketing as separate permissions. Agreeing to reminders is not agreeing to promotions.
  • Store the consent: when, how, and the wording shown.

2. Opt-out that actually works

Recipients must be able to stop messages easily — commonly by replying STOP. Make sure your messaging tool processes opt-outs automatically, that opted-out numbers can't be re-added by another workflow, and that HELP replies return useful contact information.

3. Registration (US business texting)

US carriers require businesses sending application-to-person texts on standard long-code numbers to register their brand and use case, known as A2P 10DLC. Your messaging provider handles the process; Twilio's 10DLC overview is one clear explanation. Unregistered traffic may be filtered or blocked, which looks like "texts randomly don't arrive".

4. Content that matches the purpose

A reminder should be a reminder: business name, appointment time, how to reschedule, how to opt out. Adding "20% off your next service!" changes the nature of the message and may require marketing consent.

A good reminder text

Timing and frequency

  • Send at reasonable local hours for the recipient. Some jurisdictions restrict calling and texting hours; check yours.
  • Don't stack reminders. One well-timed reminder plus a confirmation is usually enough; see booking confirmations and reminders.
  • Use the appointment location's timezone, not your server's.

AI voice and automated calls

Automated *calls* carry their own rules. The FCC has ruled that AI-generated voices count as "artificial" voices under the TCPA (FCC announcement). That's about outbound calls; answering inbound calls you've forwarded is a different situation, but don't assume an AI reminder call is treated like a text.

Checklist before going live

  • Separate, recorded consent for reminders and for marketing.
  • STOP and HELP handled automatically, and opt-outs respected across all tools.
  • Sender registration complete where required.
  • Messages identify the business and stay on purpose.
  • Sending hours and timezone checked.
  • Someone has reviewed the rules for the places you operate, with professional advice where needed.

Questions

Is this legal advice?

No. Rules differ by country and US state, and they change. Use this as a checklist of questions, and get advice from a qualified professional for your situation.

Can I text customers who gave me their number for a booking?

Often a customer who provides a number for a specific purpose can receive messages about that purpose, but the details depend on the law where you and they are, the message type and how the message is sent. Marketing texts generally need a higher standard of consent.

Sources and further reading

Official documentation changes. Check the current version before you rely on a rule, limit or setting.

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