Keyword opt-ins, explained for a small business

A keyword is a word a customer texts to your number to join your list. You've seen them on counter signs and receipts: "Text GLOW to join". It is the simplest way to grow a text list with people who actually want to hear from you, and it creates a clear record that they asked.

Why consent matters this much

You can't text marketing messages to someone just because you have their number from a booking or a receipt. U.S. law and carrier rules require that a person agree to receive recurring marketing texts before you send them. Businesses that skip this risk fines and having their number blocked by carriers. Keywords solve the problem neatly because the customer starts the conversation.

How a keyword sign-up works

First, you pick a word that's short, easy to spell and tied to your business. One word is best. Avoid words that autocorrect into something else.

Next, you tell people about it. A sign at the register, a line on your menu, a note on your booking page. The sign should say what they're signing up for and how often, roughly. "Text GLOW to join our list for openings and deals" is better than just the word.

Then the customer texts the word. Your account replies right away with a confirmation, and the number joins the list you attached to that keyword. In Textcierge, each sign-up is saved with the time, the keyword and the exact confirmation text that was sent, so you have a consent record if anyone ever asks.

What the confirmation text must include

The first reply is not a welcome note you can write however you like. It needs a few specific pieces so the customer knows what they agreed to:

Your business or program name. A note that messages are recurring and how often, which can be "Msg frequency varies". The phrase "Msg & data rates may apply". How to get help, usually "Reply HELP for help". How to stop, usually "Reply STOP to cancel".

That sounds like a lot for 160 characters, and it is tight. A typical version reads: "You're in! [Business] alerts: deals and openings. Msg frequency varies. Msg & data rates may apply. Reply HELP for help, STOP to cancel." Textcierge fills this in from your business name so the required parts are never missed.

Web forms count too

Not everyone will text a keyword. You can also collect sign-ups on your website, as long as the form has a phone field, a checkbox that is not ticked in advance, and the same disclosures written next to it. The consent box has to be separate from any other agreement on the form, such as accepting your booking terms.

Using more than one keyword

Some businesses use different keywords for different lists. A gym might use one word for class openings and another for the smoothie bar. That lets people choose what they hear about, which keeps opt-outs low. Front Desk includes two keywords, Concierge eight and Grand twenty.

When someone says STOP

STOP, and common variations like UNSUBSCRIBE or CANCEL, must remove the person from your marketing messages right away. They get one final text confirming they're out, and nothing after that unless they sign up again. Textcierge processes these automatically on every plan. HELP gets an automatic reply with your contact details.

A quick checklist before you launch

Pick a short keyword. Write a sign that says what people get. Check that your confirmation text has the five required parts. Put the same disclosures on any web sign-up form. Then test it yourself: text the keyword from your own phone, read the reply, and text STOP to make sure it works.

Keywords are the slowest way to build a list and also the best one. Every person on it raised their hand, and those are the people who reply.