The difference between transactional SMS and promotional SMS
In the field of mobile communication, SMS marketing is divided into two basic categories: transactional SMS and promotional SMS. Each serves different purposes and is governed by different regulations. Understanding their differences is essential for businesses to use SMS marketing effectively while complying with legal guidelines.
1. Purpose and Content
Examples: Bank transaction notifications, order shipping notifications, appointment reminders.
Promotional SMS:
Purpose: Promotional SMS messages are intended to offer products or services, create brand awareness and drive sales or engagement.
Content: These messages include offers, discounts, product launches, marketing campaigns and general advertising.
Examples: Special discount offers, Christmas sale announcements, new product launches.
2. Regulations and Restrictions
Transaction SMS:
Regulations: They are less restrictive as they provide basic information. However, it must not contain any promotional content.
Time Constraints: Transactional SMS can be sent 24/7, ensuring that important information reaches the recipient quickly regardless of the time.
Promotional SMS:
Regulations: They are strictly regulated to protect consumers from spam. The recipient's consent is usually required before sending such messages.
Time restrictions: Promotional SMS messages are usually limited to specific hours, often between 9:00 AM and 9:00 PM, so as not to disturb recipients outside of business hours.
3. Shipper ID and Delivery
Transaction SMS:
Sender ID: Often sent from a pre-approved sender ID that reflects the name of the business or service provider, helping recipients easily identify the sender.
Delivery: These messages are prioritized for delivery to ensure timely dissemination of information.
Promotional SMS:
Sender ID: Usually sent from a generic numeric Sender ID that may not clearly identify the business. Some countries allow businesses to use a personalized Sender ID.
Delivery: While delivery is important, promotional SMS are not always given the same priority as transactional SMS, especially during peak times.
4. Opt-In and Opt-Out
Transaction SMS:
Opt-in: Generally, explicit opt-in is not required because these messages are part of a service or transaction with which the recipient has already engaged.
Opt-Out: Recipients typically cannot opt out of receiving these messages as they are critical to service continuity.
Opt-in: Recipients must provide explicit consent to receive promotional messages to ensure compliance with regulations such as GDPR or TCPA.
Opt-out: Businesses must provide recipients with a clear and easy way to opt out of receiving future promotional messages.
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