Consent comes first
You may only message or call people who have given you a lawful basis to be contacted. What counts as lawful varies by region — express written consent for promotional SMS in the US, DLT-registered templates and consent in India, PDPA consent in Singapore — and where more than one rule could apply, the strictest one does.
Consent is recorded on the contact, along with the call or form that captured it, and it travels across voice, WhatsApp, SMS and email. Withdrawing it on one channel withdraws it on all of them.
Registration before sending
- India: principal entity, header and content template registration on DLT before any traffic runs.
- United States: brand and campaign registration under 10DLC for messaging sent by an application.
- United Kingdom and Singapore: sender IDs registered where the operator requires it.
- WhatsApp: templates submitted and approved through the Business API before they can be sent.
An unregistered send is blocked at the platform rather than failing quietly at the carrier, and the registration state is visible per template rather than assumed.
Opt-out
- Every promotional message carries an instruction to opt out appropriate to its channel.
- STOP, and its regional equivalents, is honoured immediately and automatically.
- Opting out on one channel applies to all of them, and a later import cannot override it.
- Do not call registers are screened before a number is dialled, not reconciled afterwards.
When you may call
Calling windows, quiet hours and public holidays are configured per campaign and per region. A campaign that would dial outside its window queues instead of dialling, rather than relying on whoever set the schedule to have known the local rule.
Abandoned-call limits apply where the regulator sets them, and predictive pacing is constrained to stay inside them. Where a floor is too small to be paced safely, the platform will not pace it.
What you may not send
- Anything unlawful or deceptive, or anything designed to look like it came from somebody else.
- Content in restricted categories without the approval that category requires: lending, gambling, high risk financial products and adult content are the usual ones.
- Messages to people who have opted out, or to numbers on a suppression list you hold.
- Traffic routed to make it appear to originate somewhere it did not.
Recording
Recording announcements are configurable per region and per campaign, which is what a two-party consent jurisdiction requires. Card numbers and security codes are redacted before the audio is written to storage, and redaction applies to the transcript as well as the recording.
What happens if a rule is broken
A campaign that breaches this policy is stopped, and we tell you which rule and which messages. Where a carrier or a regulator instructs us, we act first and explain afterwards, because the alternative is the whole platform losing its routes.
These rules are the floor rather than the ceiling. Your own regulator, your own legal team or your own contract may be stricter, and where they are, they win.