In terms of SMS marketing, particularly during high-traffic discount periods like Black Friday Cyber Monday (BFCM), the issue of “quiet hours” can be tricky.
It’s a gray area for many brands, and the consequences of misjudging when to send messages aren’t always clear.
For BFCM, SMS “quiet hours” tend to loosen up a bit to handle the flood of holiday promos, but it’s still key to stay on the right side of compliance.
Even with more wiggle room, sending messages at a decent hour keeps customers happy and brands in the clear.
So, what exactly are “quiet hours,” what rules shape them, and what should you keep in mind for BFCM?
Let’s dive into the facts.
Quiet Hours and SMS Marketing: What Are They?
Quiet hours refer to the time period during which SMS messages are generally discouraged to avoid bothering recipients.
Typically, this time is between 9pm and 8am in the recipient’s local time zone.
The assumption is that people are less likely to respond positively to marketing messages during late night or early morning hours.
Respecting personal time is key.
No one wants a promo ping when they’re winding down with family or catching up on rest. Sending messages at considerate times keeps your brand in good standing and shows customers you value their downtime.
The Telephone Consumer Protection Act (TCPA) is the federal regulation most closely related to SMS compliance, however it doesn’t specifically mandate quiet hours.
The Gray Area of SMS Regulations
One of the biggest frustrations for brands is the lack of solidified rules around SMS quiet hours.
Unlike email marketing, which is more lenient when it comes to sending times, SMS is more personal, immediate, and intimate — meaning the stakes for sending a message at the wrong time are higher.
The TCPA’s primary focus is consumer consent — making sure that customers have opted in to receive text messages from your brand.
If a brand violates the TCPA, it can face fines of up to $500 per unsolicited message, and in cases of willful violation, fines can rise to $1,500 per message.
However, these penalties are tied to consent, not message timing.
Best Practices for Managing Quiet Hours
While the regulations might not specifically penalize brands for sending messages during quiet hours, it’s still important to be mindful of the impact that late-night messages can have on customer relationships.
Based on some of the industries best practices, here are a few guidelines:
- Avoid Messages After 10pm:
For most brands, it’s a good rule of thumb to avoid sending messages after 10pm.
People are winding down, and a marketing message could disrupt their evening, leading to negative brand sentiment or opt-outs. - Morning Messages Are Tricky, Too:
Sending messages early in the morning, especially before 8am, can have similar effects.
While some brands have reported successful early-morning campaigns, it’s important to weigh the potential for increased opt-outs or consumer irritation.
- Monitor Opt-Out Rates Closely:
If you decide to test sending messages during unconventional hours, be sure to closely monitor opt-out rates.
An increase in opt-outs is a clear sign that the timing of your messages is turning off your audience.
Experiment During High-Traffic Periods like Black Friday Cyber Monday
During major shopping events like BFCM, consumer behavior shifts, and quiet hours may not be as impactful.
In fact, some brands have successfully sent messages between 7am and 9pm during these high-demand periods.
For instance, early access messages sent at 7am on Black Friday can create a sense of urgency and drive higher engagement.
Data from last year’s BFCM shows that messages sent from early morning to late evening drove solid conversions with low opt-out rates.
Consumers are more tolerant of early or late messages when there’s a clear benefit — such as exclusive early access to sales or discount offers.
Exercise Caution and Good Judgment
Ultimately, while quiet hours are a recommended best practice, they are not strictly enforced by regulations.
The TCPA’s focus is on consent, not timing, leaving it up to brands to decide the best time to send messages based on their audience.
However, leaning on the side of caution by avoiding messages after 10pm and before 8am is generally a good rule to follow — especially during BFCM when you know your customers are being barraged with messages from various brands.
If you decide to push those boundaries, do so seldomly, and always monitor customer engagement and opt-out rates closely to ensure your campaigns remain compliant and effective.
