Three layers, three owners
- The TCPA: a federal law, enforced by the FCC and by private lawsuits. It governs consent for calls and texts.
- Carrier rules and CTIA guidelines: industry standards the carriers enforce. They cover opt-in, opt-out, content, and message format.
- 10DLC registration: the carriers' system for approving who sends what from local numbers.
10DLC review checks parts of the carrier rules. It doesn't check whether you follow the TCPA, and it can't. It only sees what you describe.
What the TCPA cares about
- Consent. Marketing texts sent through an automated system need prior express written consent: a clear agreement to receive marketing texts from you, which can be an online checkbox.
- Opt-outs. When a customer asks you to stop, in any reasonable way, you stop.
- Timing. Marketing texts belong between 8 AM and 9 PM in the recipient's local time.
- Proof. If someone says they never agreed, you need to show when and how they did.
Why it matters to a small business
The TCPA lets people sue. Damages are $500 per text, up to $1,500 if the violation is willful. A marketing blast to 300 people who never agreed adds up fast. That math is why texting lawsuits aren't only aimed at big brands.
Where the two overlap
A solid 10DLC setup gets you most of the way. Both want clear consent tied to the specific texts you send, an easy opt-out, and honest content. The opt-in language reviewers want is close to what consent rules expect. The gap is in what nobody reviews: whether you only text people who agreed, honor every opt-out, respect quiet hours, and keep records.
Opt-outs aren't only the word STOP
Customers don't always reply STOP. "Please stop texting me," "unsubscribe," and "remove me" mean the same thing. Under FCC rules, consumers can revoke consent by any reasonable means. Treat a clear request as an opt-out even if your software doesn't catch it automatically.
State laws add more
Some states have their own texting laws with stricter rules on consent, hours, and frequency. Florida and Oklahoma are the best known. If you text customers in those states, check their rules too.
Your practical checklist
- Collect consent for the specific type of text, and record when and how you got it
- Get separate written consent for marketing
- Honor every opt-out right away, including ones that don't use the word STOP
- Send marketing only between 8 AM and 9 PM in the customer's time zone
- Never text purchased lists or numbers collected for something else
- Watch for rule changes
Rules change. Stay Ready tracks changes to texting rules and emails you when one affects your registration. This guide is general information, not legal advice. For your situation, talk to a lawyer who handles telecom law.
Common questions
Does 10DLC registration make me TCPA compliant?
No. Registration shows carriers who you are and what you plan to send. TCPA compliance depends on how you actually collect consent, honor opt-outs, and time your messages.
Do appointment reminders need written consent under the TCPA?
Informational texts like reminders generally need the customer's consent, but not the stricter written consent required for marketing. The details depend on how you send and what you say, so ask a lawyer if you're unsure.
What are TCPA quiet hours for texts?
Marketing texts should go out between 8 AM and 9 PM in the recipient's local time. Some states set tighter windows.
Can someone sue me over one text?
The TCPA allows lawsuits for each unwanted text, with damages of $500 per message, or up to $1,500 if willful. Most trouble starts with marketing texts sent without clear consent.