The Legal Side of Managing Phone Number Lists

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Managing a phone number list comes with legal responsibilities. Whether you operate locally or globally, you must comply with data protection and communication laws to avoid fines and protect your brand’s reputation.

First and foremost is consent. You must obtain clear, verifiable consent before sending promotional texts. This is known as an “opt-in.” For example, users might fill out a form or text a keyword like “JOIN” to a shortcode. You must store this consent for future reference in case of audits or complaints.

In the United States, the Telephone Consumer Protection Act (TCPA) requires you to get express written consent before sending marketing messages. Violating this law can lead to lawsuits and fines of up to $1,500 per unauthorized message.

In Europe, the General Data Protection Regulation (GDPR) is even stricter. Under shop GDPR, users must not only consent but also have full control over their data. This includes the right to access, correct, or delete their information. You must also provide a clear privacy policy outlining how you use and store phone numbers.

In Canada, the Canada Anti-Spam Law (CASL) mandates express consent and includes requirements like sender identification and opt-out mechanisms.

You also need to honor opt-out requests immediately. Users should be able to reply with words like “STOP” or “UNSUBSCRIBE” and be removed without delay. Your SMS platform should automate this process.

It’s also a good practice to send confirmation messages when someone subscribes or unsubscribes. For example, “You’re now subscribed to our SMS list. Reply STOP to unsubscribe anytime.”

Lastly, keep data secure. Use encrypted databases and limit access to sensitive information. A data breach involving phone numbers can lead to both legal trouble and loss of customer trust.

In summary, managing a phone number list is not just a marketing task—it’s a legal responsibility. By respecting laws and privacy rights, you protect your business and earn customer loyalty.