What is the SMS Compliance Policy?
When it comes to SMS marketing, playing by the rules isn’t optional — it’s a must.
One critical framework you need to burn into memory is the S.H.A.F.T. compliance criteria.
In a nutshell, it lays down the law on content that’s strictly off-limits for your SMS campaigns.
This article will explain these categories clearly to help you determine if your brand can use Recart for your SMS marketing needs.
What are the SMS S.H.A.F.T. Regulations?
S.H.A.F.T. stands for:
- Sex
- Hate
- Alcohol
- Firearms
- Tobacco
These categories represent content that is absolutely forbidden to be sent via SMS.
Let’s break down each category to see if your product or service falls into any of these buckets.
Sex
Any content that is sexual in nature. It covers explicit adult content, including pornography, sexual services, and any form of communication that could be interpreted as sexually suggestive or explicit.
Hate
Hate speech and content promoting violence or discrimination against individuals or groups based on race, ethnicity, religion, gender, sexual orientation, or any other characteristic. This includes messages that incite hatred or encourage harmful actions towards others.
Alcohol
We’re going to give it to you straight — Recart does not support any form of alcohol promotion.
This includes advertisements for alcoholic beverages, promotions for alcohol-related events, or any communication that could be interpreted as encouraging the consumption of alcohol.
Firearms
Promotions or advertisements for firearms, ammunition, or accessories related to guns fall under this category. This includes content that promotes the sale or use of firearms, as well as any instructional content related to the use or manufacture of firearms.
Tobacco
This category encompasses all tobacco-related products, including cigarettes, cigars, smokeless tobacco, and even vaping products.
Illegal Substances
Illegal substances cover anything that Uncle Sam or your state has on their naughty list, plus whatever’s banned where your customer resides. That includes:
- CBD
- Vaping
- Marijuana/cannabis
- Prescription meds (that aren’t legal for a quick grab off the shelf)
- THC
- And mind-bending plants like Kratom
The Others
To be clear, these are NOT part of S.H.A.F.T. However, they still go under the list of topics/services Recart won’t be affiliated with:
- Gambling (e.g., casino apps & websites)
- High-Risk Financial Services (e.g., cryptocurrency, payday loans, student loans)
- Debt Collection (e.g., credit repair programs, debt consolidation)
- Multi-Level Marketing (e.g., pyramid schemes, work-from-home offers)
- Political Content (e.g., political advertising and canvassing)
What is the Legal Consideration of Using SMS Messaging?
Let’s play this smart & tread lightly.
SMS Marketing isn’t your wild west playground. It has more rules, restrictions, and scrutiny than any other marketing channel.
Consequently, if you decide to play cowboy and ignore the rules?
Say hello to suspended numbers, audits, and a fine that’ll make your CFO weep.
The TCPA (Telephone Consumer Protection Act) can fine you $500 per slip-up to $1,500 if you deliberately went rogue.
Think about your list size.
Now imagine texting every single person without their consent at $500 a pop.
Did your blood pressure go up fifteen points?
Did you feel like the ground dropped from under your feet?
Remember this feeling.
Some brands have handed over tens of millions in settlements because they, unknowingly or not, overlooked these rules.
Violations of this amplitude pile up faster than you can say “oops!” — which is why you need rock-solid processes to stay on everyone’s good side.
Herein, staying compliant is a non-negotiable for Recart, as it should be for you.
Conclusion
Brands considering SMS marketing with Recart must know the S.H.A.F.T. compliance criteria inside and out.
If your business falls into any of these prohibited categories, unfortunately, Recart won’t be the SMS marketing tool for you.
This is the lay of the land.
Let’s play by the rules and make some SMS magic happen without stepping on any compliance landmines.
