SMS Compliance Checklist for Gym Owners

Text messaging is a powerful tool for gym communication, but it comes with strict rules. Compliance with SMS regulations, like the Telephone Consumer Protection Act (TCPA) and CTIA guidelines, is essential to avoid fines, maintain trust, and ensure message delivery. Here’s what gym owners need to know:

 

• • Consent is Key: Always get clear, written permission before sending promotional texts. Use compliant opt-in messages and offer an easy opt-out option (e.g., reply “STOP”).

• • Transactional vs. Promotional Messages: Transactional texts (e.g., class reminders) don’t need explicit consent, but promotional ones (e.g., sales alerts) do.

• • 10DLC Registration: Register your gym’s messaging campaigns to avoid message limits and improve deliverability.

• • Avoid Cold Texting: Only text those who have explicitly opted in. Never use bought or unsolicited contact lists.

• • Manage Opt-Outs: Automate unsubscribe requests and clean your contact list regularly to stay compliant.

• • Be Transparent: Clearly identify your gym in every message, include opt-out instructions, and avoid misleading offers.

 

Key SMS Regulations and Industry Guidelines

Navigating the rules surrounding SMS marketing is essential for gym owners who want to communicate effectively and legally with their members and prospects. Three key frameworks govern how you can use text messaging: they cover consent, messaging practices, and list management.

TCPA Requirements

The Telephone Consumer Protection Act (TCPA) is the main federal law that regulates SMS marketing. It requires businesses to obtain clear, written consent before sending promotional messages. This means customers must actively agree to receive texts – no assumptions allowed.

Your opt-in process needs to include specific wording to ensure compliance. Here’s an example of a TCPA-compliant opt-in message:

“By providing your phone number and clicking ‘I Agree,’ you consent to receive promotional text messages from [Company Name] at the phone number provided. Message and data rates may apply. Reply STOP to opt out.”

The TCPA makes a clear distinction between transactional and promotional messages. Transactional messages, like appointment reminders, don’t require explicit written consent. However, promotional messages, such as sales alerts, do. For instance:

“Flash Sale: 20% off today only! Use code SAVE20.”
“VIP members get a free gift this weekend. Click to claim!”

Managing opt-outs is just as important. When a customer sends an opt-out request (e.g., replying “STOP”), you must process it immediately or within 24 hours. After processing, send a confirmation message, such as:

“You have been unsubscribed from [Company Name]. No further messages will be sent.”

Failing to follow TCPA rules can be costly, with fines ranging from $500 to $1,500 per violation. Additionally, if a customer hasn’t engaged with your messages for 12–18 months, continuing to send texts could be considered an implicit withdrawal of consent. In these cases, a re-engagement message might help, such as:

“We miss you! Reply YES to continue receiving exclusive deals and promotions from [Company Name].”

Once you’ve addressed TCPA compliance, the next step is to follow CTIA guidelines to avoid delivery issues.

CTIA Messaging Guidelines

The Cellular Telecommunications Industry Association (CTIA) provides voluntary best practices to ensure text messages are delivered without being blocked or filtered. While these guidelines aren’t laws, mobile carriers often enforce them. Ignoring CTIA standards could result in your messages being flagged as spam, cutting off communication with your members.

10DLC Registration Process

10DLC (10-Digit Long Code) registration is another critical step for reliable SMS marketing. This system helps carriers identify legitimate businesses and weed out spam.

The process involves two key steps:

 

1. 1. Registering your business as a “Brand.”

1. 1. Registering your specific messaging campaigns, called “Use Cases.”

For gyms, common use cases include membership updates, class reminders, promotional deals, and general announcements.

Campaign approval directly impacts your messaging capacity. Unregistered numbers might be limited to just 10 messages per day, while registered campaigns can send thousands. For example, a gym that registers properly can avoid sending limits and ensure critical messages – like class cancellations or emergency notices – reach members on time.

The registration process typically takes 5–15 business days for standard campaigns. However, promotional campaigns may require extra review. Keep in mind that carriers are increasingly filtering messages from unregistered numbers, so skipping this step could mean important texts never reach your members.

While carriers may charge a small monthly fee for registered campaigns, the benefits – like higher sending limits and better message deliverability – are worth it for gyms that rely on SMS communication.

How to Build a Compliant Opt-In Process

Once you’ve grasped SMS regulations, the next step is creating a compliant opt-in process for your gym. This process not only keeps your communication legal but also helps you build a high-quality SMS list by ensuring consent is clear and well-documented. Here’s how you can set up an effective opt-in system.

Double Opt-In Best Practices

Using a double opt-in process adds an extra layer of security by requiring members to confirm their subscription after signing up. This approach helps weed out fake numbers, reduces complaints, and strengthens your legal standing by providing a clear record of consent.

Here’s how it works: When someone shares their phone number, send a follow-up text with clear instructions for confirmation. For example:

“Hi [First Name], thanks for signing up to receive texts from [Gym Name]! To complete your subscription, reply with CONFIRM.” 

This extra step verifies the user’s consent and ensures your list is made up of genuinely interested members. While you might see a slight drop in sign-ups compared to single opt-in, the quality of your list will significantly improve.

Website and Digital Opt-In Requirements

Digital platforms provide a great opportunity to collect SMS opt-ins, but they must meet strict regulatory standards. Consent for email communication doesn’t automatically cover SMS – you need separate, explicit permission for text messaging.

When adding SMS opt-ins to your online membership processes, use clear checkboxes that require active selection. The opt-in message should be concise and transparent about what users are signing up for. For instance:

“Want class reminders and exclusive offers from FitHouse Gym? Text JOIN to 30777. 4 msgs/month. Reply STOP to cancel.”

Place these opt-in options strategically across your website – on class booking pages, membership registration forms, promotional landing pages, pop-ups, or even a dedicated section. Make sure the SMS consent is tied to specific purposes, not bundled with general terms. If your gym software includes tools for managing opt-ins, use them to streamline the process.

In-Person and Event-Based Opt-Ins

Collecting opt-ins in person requires the same level of explicit consent as digital methods, but the documentation process can differ.

For example, during gym membership sign-ups, include an opt-in checkbox on your registration forms so new members can agree to receive SMS updates. At events like open houses or fitness challenges, set up a sign-up station where attendees can easily provide their phone numbers and opt in.

Train your staff to explain the benefits of opting in, such as receiving exclusive deals, class reminders, gym announcements, and member-only promotions. Be sure to emphasize that opting in is entirely voluntary.

Keep records of in-person opt-ins with timestamps to ensure compliance and to improve engagement. For added convenience, you can combine in-person sign-ups with immediate digital confirmation. For example, after someone opts in at your gym, send them a welcome text confirming their subscription and explaining how they can opt out if needed.

How to Write Compliant SMS Messages

Once you’ve established a solid opt-in process and are aware of the key regulations, the next step is crafting SMS messages that adhere to compliance standards. This involves including required legal elements, choosing appropriate timing, and being transparent in your offers.

Required Message Elements

Promotional SMS messages must include specific components to comply with TCPA and CTIA guidelines. Start by clearly identifying your brand so recipients know who the message is from. For instance, include your gym’s name or a sender ID that is easily recognizable.

Another essential element is providing opt-out instructions. Recipients should always have an easy way to unsubscribe, and this information should appear regularly in your messages.

Additionally, a data rate disclosure is typically recommended for promotional texts. Adding a line like “Msg & data rates may apply” informs recipients of potential costs, setting clear expectations and reducing misunderstandings.

Here’s an example of a compliant promotional SMS:

“Hi Sarah! FitZone Gym is offering 20% off personal training sessions this week. Book by Friday to save. Text STOP to cancel. Msg rates may apply.”

This message ticks all the boxes: it identifies the sender, explains the offer, provides opt-out instructions, and includes a data rate disclosure. Timing your messages thoughtfully can further enhance their effectiveness.

Timing Rules for Messages

While no strict regulations dictate when SMS messages can be sent, industry best practices suggest sending them during hours when recipients are most likely to be receptive. Avoid sending promotional texts late at night or early in the morning. A good rule of thumb is to schedule texts between 8:00 AM and 8:00 PM in the recipient’s local time zone.

Transactional messages, on the other hand, are less restricted by timing. However, sending them at reasonable hours shows consideration for your members and can positively impact engagement.

When scheduling messages, think about when people are most likely to check their phones. Mid-morning (around 9:00–11:00 AM) and early evening (around 5:00–7:00 PM) often work well since these are times when people are wrapping up tasks or unwinding. Be mindful of peak workout hours, as interrupting members during this time could be counterproductive.

Weekend messaging should be handled with care. While it’s acceptable to send texts on weekends, many people prefer fewer promotional messages during their days off. Save weekend communications for urgent updates like unexpected closures or significant schedule changes.

Avoiding Misleading Offers

Compliance isn’t just about technical details – it’s also about being clear and honest in your promotions. Transparency builds trust and keeps your gym’s reputation intact. Avoid exaggerated claims or guarantees that could violate industry guidelines or mislead your audience.

Make sure your offers are straightforward. Include all relevant terms, such as deadlines or requirements. For example, if a “free trial” requires a credit card or has specific conditions, state these upfront rather than burying them in fine print.

Time-sensitive offers should always include clear deadlines. Instead of vague phrases like “limited time only”, specify the exact end date (e.g., “Save 30% on memberships through January 31st”) so members know exactly when to act.

Be cautious with health and fitness claims as well. Instead of making absolute promises like “Our program cures back pain”, opt for wording like “Our program may help improve back strength and flexibility.” This approach highlights potential benefits without implying guaranteed results.

For contests or giveaways, always include – or direct recipients to – complete rules and eligibility requirements. This ensures compliance and helps members understand how to participate without confusion. 

Managing Opt-Outs and Contact Lists

Managing opt-outs and maintaining clean contact lists are essential for keeping your SMS campaigns compliant and safeguarding your gym’s reputation. This involves automating unsubscribe requests, regularly updating your contact lists, and ensuring every recipient has explicitly opted in to receive messages.

Setting Up Automated Opt-Out Responses

Your SMS platform should handle opt-out requests instantly and without manual intervention. For example, when someone texts “STOP”, “QUIT”, “CANCEL”, or similar keywords, the system should immediately remove their number from all promotional communications. A quick confirmation message, like “You’ve been unsubscribed from [Your Gym Name] messages. Reply START to rejoin,” acknowledges their request and makes it easy for them to opt back in if they change their mind.

It’s also important to program your system to recognize other common keywords like “UNSUBSCRIBE”, “END”, “REMOVE”, and “OPT OUT.” Additionally, keeping detailed records of all opt-out requests – complete with timestamps and the exact keyword used – can help demonstrate compliance if any issues arise. This level of automation ensures your contact list remains compliant and well-managed.

Keeping Contact Lists Updated

Beyond automating opt-outs, regular maintenance of your contact lists is critical for compliance and better delivery rates. Start by removing numbers that have opted out, as well as invalid numbers, disconnected lines, and landlines. Since texting landlines violates TCPA guidelines, reviewing your list periodically is a must.

Conduct monthly audits to identify and remove undeliverable or inactive numbers. If a contact hasn’t engaged with your SMS messages for several months, consider running a re-engagement campaign before deleting them. This helps you retain members who are still interested while keeping your list accurate and efficient.

Avoiding Cold Texting

After managing opt-outs and cleaning up your contact lists, it’s crucial to ensure that every contact has given explicit consent to receive SMS messages. Cold texting – reaching out to individuals who haven’t opted in – is a serious compliance violation. Even if you have someone’s phone number from their membership information, you must secure their explicit permission before sending promotional texts.

Avoid buying contact lists or using numbers sourced online. These practices not only violate consent requirements but also lead to poor engagement and potential legal trouble. Instead, focus on building your list organically. For existing members, run a clear opt-in campaign through email or in-person interactions. Highlight the benefits of joining your text program and make the sign-up process straightforward. This approach may result in a smaller list, but it will be made up of engaged and interested recipients, which is far more valuable.

Keep in mind that SMS is a highly effective communication channel – text messages boast an impressive 98% open rate, compared to email’s 20%. However, this effectiveness also means unsolicited messages can feel particularly invasive. Unwanted texts may prompt recipients to file complaints with carriers, which could lead to your messages being filtered or blocked. This not only affects your current campaign but can also harm your sender reputation, impacting future messages even to those who have opted in properly.

Maintaining Long-Term Compliance

SMS regulations are constantly changing – what worked last year might not cut it today. To keep your gym’s SMS campaigns both effective and legally compliant, you need a system that can adapt to these shifts.

Regular SMS Template Reviews

Reviewing your SMS templates every quarter is a smart way to ensure your messages are always up to date. Check for outdated language, missing opt-out instructions, or broken links. Make sure your messages clearly identify your brand and that all links function properly. Keep a detailed record of any changes you make, along with the reasons for those updates. This not only helps maintain compliance but also provides a clear paper trail if needed.

Staying Updated on Regulatory Changes

Staying informed about the latest SMS regulations is essential. The Federal Communications Commission (FCC) regularly updates its rules on text messaging, making its website a go-to resource. Additionally, organizations like the Cellular Telecommunications Industry Association (CTIA) and the Mobile Marketing Association (MMA) provide updated guidelines and industry standards.

To stay ahead, monitor these sources monthly through newsletters or RSS feeds. Joining SMS marketing groups can also provide real-time updates and insights from industry professionals.

Periodic Compliance Reviews

Every six months, conduct a thorough review of your SMS program. This includes auditing your opt-in methods, message templates, and contact management processes. Ensure that all opt-out requests are handled promptly, consent records are accurate, and outdated contacts are removed from your lists. If you find any gaps in your compliance procedures, address them immediately and provide additional training to your team if needed.

Tools like RevText can make these reviews easier by offering built-in tracking and reporting features. With detailed records of opt-ins, opt-outs, and message deliveries, RevText simplifies compliance documentation. Its pre-approved templates and automated compliance checks also help ensure your messages meet current standards, reducing the need for constant manual oversight.

Conclusion: Running Compliant SMS Campaigns

SMS marketing gives gym owners a powerful way to stay connected with members and reach potential clients – when it’s done correctly. The rules we’ve discussed, from TCPA consent requirements to 10DLC registration, aren’t just legal boxes to check. They’re the backbone of building trust and lasting relationships with your gym community.

To keep your SMS campaigns running smoothly, think of compliance as an ongoing responsibility rather than a one-time task. Make sure your opt-in processes are straightforward, include clear identification and opt-out instructions in every message, and regularly update and clean your contact lists. By staying on top of these details, you create a messaging system that members will appreciate and engage with.

There’s a clear connection between compliance and success. Members who willingly opt in to receive your messages are more likely to respond to your offers, class updates, and community news. When compliance is handled the right way, your messages land in the right inboxes, your members trust your communication, and your gym sees stronger engagement and revenue. This approach sets you up for a long-term marketing advantage.

To make this easier, technology can play a big role. Platforms like RevText simplify compliance so you can focus on what matters most: helping your members reach their fitness goals. With built-in tools for staying compliant, you can run effective SMS campaigns without worrying about falling afoul of regulations.

FAQs

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What are the risks of not following SMS marketing compliance rules for gyms?

Failing to follow TCPA and CTIA guidelines can have serious consequences. Penalties can range from $500 to $1,500 per violation, which can quickly add up. But the impact doesn’t stop at financial losses – gyms could also face lawsuits, legal challenges, and damage to their reputation. This kind of fallout can weaken trust with both current members and potential clients.

Another risk is carrier filtering, where your messages get blocked before they even reach your audience. By staying compliant, you not only avoid these pitfalls but also ensure your SMS campaigns remain effective and maintain credibility.×

What steps should gym owners take to manage and maintain SMS contact lists while staying compliant?

To stay on the right side of the rules, gym owners need to prioritize getting proper consent from members and potential leads. The best approach? A double opt-in process. This method ensures that only those who clearly agree to receive your messages make it onto your list. It’s also a good idea to regularly tidy up your contact lists – remove inactive numbers, landlines, or anyone who has opted out. This keeps your list accurate and compliant.

Another key step is automating opt-out responses. For example, if someone texts “STOP”, their request should be processed immediately to avoid sending further messages they don’t want. And whatever you do, steer clear of buying contact lists. These often lack proper consent and could land you in legal trouble. By staying on top of your practices and auditing them regularly, you’ll not only protect your gym’s reputation but also keep your SMS campaigns effective and within the rules.×

How can gym owners set up a double opt-in process for SMS marketing, and why is it important?

To implement a double opt-in process for SMS marketing, begin by collecting initial consent through a sign-up method such as a website checkbox, mobile form, or in-person registration. Make it clear to users that by signing up, they’re agreeing to receive text messages. Once they’ve signed up, send a confirmation text prompting them to reply with a keyword like YES to confirm their subscription.

This approach ensures that only those who truly want your messages will receive them, which reduces spam complaints and boosts SMS deliverability rates. Plus, it helps you stay compliant with regulations like the TCPA while building a reliable and engaged contact list.