Activate your account
The first crucial step for text messaging compliance is activating your messaging account in Klaviyo. If you haven’t done this yet, check out this guide for step-by-step instructions: How to get set up with text messaging in Klaviyo.
Best practice #1Grow your subscriber list compliantly
When you gain more text messaging subscribers, it’s important to make sure they understand what to expect from your marketing program, and want to receive your texts.
Update Terms of Service & Privacy Policy
Your terms of service and privacy policy need to be updated to accurately reflect language about your text messaging program. Link both documents in your disclosure language, so new subscribers understand what to expect when they opt in.
Include disclosure language
Your disclosure language must be present wherever you collect consent, including sign-up forms, consent at checkout, and more. Add your disclosure language in your settings to automatically include it on all sign-up forms where you collect text messaging consent.
Collect explicit consent from all new subscribers
Double Opt-In requires subscribers to take 2 actions, like submitting their number and confirming their subscription with a code. This helps verify genuine interest and avoid spam issues for your subscribers. Double opt-in may be required by carriers and is required in the United States for SMS abandoned-cart flows. If you want to further streamline the process, consider usingSmart Opt-in.
Use double opt-in for SMS lists.
Best practice #2Craft messages designed to deliver
What you send via text message plays a direct role in its deliverability. Make sure to both avoid sending prohibited content and to include necessary information so your messages don’t violate carrier regulations.
Avoid SHAFT terms and other prohibited content
Avoid prohibited or restricted content related to Sex, Hate, Alcohol, Firearms, and Tobacco (aka SHAFT), unless a specific use case is permitted under Klaviyo’s country-specific age-gating rules. Prohibited content may be filtered or blocked by Klaviyo or mobile carriers; carrier rules may also apply to linked landing pages. Familiarize yourself with all prohibited content before sending text messages.
Include opt-out instructions
Provide opt-out instructions regularly, at least once per month for US guidance. Some carriers, including T-Mobile, recommend including them every fifth message, and requirements vary by country and sending number. Klaviyo enables opt-out options by default. You can edit unsubscribe instructions under Settings > SMS, while branded sender IDs use an unsubscribe link instead of STOP instructions.
Always identify your brand
Clearly identify your brand in each message where required, and otherwise include a recognizable brand reference regularly, ideally in almost every message. Do so early in your message so that your subscriber will easily recognize you as the sender and not confuse your message as spam. Use the organizational-prefix setting in the text message editor when appropriate; whether it is required or optional depends on the sending number and country.
Text the right people at the right time
Not only does the content of your text messages matter, but so does the timing and the audience. Send your messages during allowed hours and to people who can actually receive your messages to protect your deliverability.
Send texts during allowed hours
There are certain times of day when it is illegal to send text messages. As a conservative best practice, avoid sending before 9 a.m. or after 8 p.m. local time; however, the general US window is 8 a.m. to 9 p.m., with stricter rules in some states. Klaviyo has a built-in Quiet Hours feature that helps you control text message sending times for your automated flows, giving you peace of mind.
List cleaning for text messaging
Since you don’t want to completely remove text messaging consent from profiles, you should instead create an unengaged segment of those who aren't consistently interacting with your text messages. Only send to this segment for your major marketing moments to prioritize sending to your engaged subscribers. For list health, consider sending to unengaged subscribers at least once per month, ideally only for major campaigns, while continuing to provide regular opt-out access.
Protect deliverability by evaluating text message performance
Consistently monitoring your performance allows you to take remediation steps quickly to make improvements. Use the deliverability hub to view your text message metrics and failures in 1 cumulative dashboard.
Take steps to improve your text messaging metrics
Key metrics to focus on when evaluating performance are click rate, conversion rate, and unsubscribe rate. If click or conversion rates are below benchmark, or if unsubscribe rates are high, take these steps to improve performance:
Take steps to reduce errors
Repeatedly sending to profiles with text message delivery errors can increase failed sends and hurt deliverability. Analyze your failed message reasons and take the necessary steps to decrease these logs. Create an error segment and exclude it from all of your text message campaigns; because some errors may be temporary, flows may still be allowed to send.
Note: This information is intended solely for educational and informational purposes and should not be construed as legal advice. The content provided is general in nature and may not reflect the most up-to-date information. Klaviyo strongly advises consulting with a qualified legal counsel to ensure your compliance with applicable laws and regulations in connection with your use of our services.