Originally announced in early 2024, the Federal Communications Commission (FCC) outlined new rules on consumer rights to revoke consent for unwanted robocalls and robotexts. The ‘TCPA Consent Order’ generalizes that it should be easy for consumers to opt-out of receiving phone calls and text messages from brands, and brands should honor those requests accordingly, in a timely manner.

In October 2024, the FCC declared that these rules would officially go into effect in early April 2025. But now, the timeline for part of the order has been walked back to begin later this year. Specifically, honoring requests for opt-outs across all communication from a brand across channels and campaign types. While marketers and their legal counsel have more time to ensure their SMS Marketing programs are fully compliant with that specific part of the rule, it’s still a requirement to recognize any requests for opt-outs and process them quickly and efficiently.

Listrak has many compliance safeguards in place to help you manage subscriber consent, requests to opt out, and automatically unsubscribe contacts. We’ve optimized and enhanced our solutions over the past decade and have recently updated our Natural Language Processing (NLP) API to identify and process additional implied requests for opt out. In addition to the standard keywords like STOP, QUIT, CANCEL, and more, Listrak recognizes phrasing like ‘Please End,’ ‘Do Not Call,’ ‘Get Lost,’ and other colorful responses, even when emojis are sent.

We’ve been committed to refining and improving our platform functionality and developing tools that make it easier for marketers to run compliant mobile programs since we first launched almost 10 years ago, and that will never change. We’re always looking for new opportunities to make managing compliance easier for our clients, and are excited about our latest release that achieves just that.

For more information about the FCC’s Revocation of Consent rules, work with your legal counsel and reach out to your Listrak Account Manager. And be sure to check out our 2025 Guide to US Mobile Marketing Compliance for expert-backed checklists of strategies to keep you aligned with industry regulations and stay connected with your SMS subscribers.

The information outlined herein is for informational purposes only and is not legal advice. You are responsible for ensuring your marketing program complies with all federal and state laws. It is recommended that your legal team reviews and approves your mobile marketing program.