Requirements and guidelines for sending SMS marketing campaigns

Before you send SMS marketing campaigns with Shopify Messaging, make sure that your store meets the following requirements, and that your message content follows the guidelines. These requirements help you stay compliant with regulations and ensure that your campaigns reach your customers.

Requirements for sending SMS marketing campaigns

To create SMS marketing campaigns using Shopify Messaging, your store must meet the following requirements:

• You must have the Shopify Messaging app installed on your store and meet the requirements for using Shopify Messaging.
• Your store's customer communications opt-in method must be compliant with the applicable privacy and telecommunications laws, which may include, but aren't limited to, the General Data Protection Regulation (GDPR), the California Privacy Rights Act (CPRA), and the Telephone Consumer Protection Act (TCPA).
• If you're located in or sending marketing messages to countries in the European Union, then your store must be compliant with the ePrivacy Directive.
• If you're located in or sending marketing messages to the United Kingdom, then your store must be compliant with the Privacy and Electronic Communications Regulations.
• Your store's terms of service and privacy policy must include the following information:
  • Your privacy policy must explain how you collect phone numbers, how you use and store customer data, who you share data with (including SMS service providers), and customer rights to access and delete their data.
  • Your terms of service must include message frequency, that data rates might apply, opt-out instructions, and customer support or contact information.
• Your messages must follow the content guidelines for SMS marketing campaigns.

Supported recipient countries for SMS marketing campaigns

There are no specific country requirements for your store's location, as long as it meets the requirements for sending SMS marketing campaigns. However, you can send SMS marketing messages only to customers located in the following countries:

• Austria
• Canada
• Denmark
• Finland
• Italy
• Luxembourg
• Poland
• Portugal
• Spain
• Sweden
• United Kingdom (UK)
• United States (US), excluding Puerto Rico

Learn more about setting up countries for SMS marketing campaigns. If you want to send SMS marketing messages to customers in countries that aren't supported, then consider using a third-party app.

Content guidelines for SMS marketing campaigns

The following types of content are prohibited from being included in SMS marketing messages:

• Alcohol: Beer, wine, rum, and other liquors.
• Debt collection and forgiveness: Credit repair programs, third-party debt collection, debt consolidation, and debt reduction.
• Firearms: Explosives, firearm accessories, ammunition, holsters, targets, depictions of violence, and weapons such as tactical knives.
• Fireworks: All types of fireworks and related products.
• Fraudulent messages: Any content intended to deceive or defraud recipients.
• Gambling: Casino apps and gambling websites.
• Hateful content: Discriminatory, exploitative, or abusive language, hate speech, and promotion of violence.
• High-risk financial services: Cryptocurrency, links to donation sites, payday loans, short-term high-interest loans, student loans, third-party automobile or mortgage loans, and advice or information about loans and refinancing options.
• Illegal substances: Cannabis, cannabidiol (CBD), prescription medication that can't be legally sold over-the-counter, psychoactive plants, tetrahydrocannabinol (THC), tobacco, vaping, and paraphernalia.
• Malicious content: Malware, viruses, or other harmful software.
• Multi-level marketing: Network marketing, pyramid schemes, risk investment programs, work from home schemes, "get rich quick", "build your wealth", and "financial independence" offerings.
• Obscene or offensive material: Sexually explicit, pornographic, or otherwise inappropriate content.
• Political content: Political advertising and canvassing.
• Third-party lead generation: Content designed to generate leads for third parties.