The SMS and messaging landscape is dynamic and ever-changing, with new rules and regulations emerging to protect consumers and guide businesses in using this powerful communication tool responsibly. You may already be familiar with the Telephone Consumer Protection Act (TCPA), or recent rules and requirements from industry bodies including carriers and CTIA, but did you know that states can create their own regulations?

These state regulations, often referred to as “mini-TCPAs” govern how businesses may use SMS to communicate with their residents, and may apply even if the business is located somewhere else (for example, a business in California may have to comply with Texas messaging regulations when messaging residents of Texas).

Today, a growing number of states (including Arizona, Florida, Maryland, New York, Oklahoma, Oregon, and Washington) are implementing or expanding their own law that go beyond the federal TCPA requirements. While these laws often overlap with existing standards from industry bodies—such as securing consent and honoring opt-outs—they may also introduce additional requirements that businesses must navigate.

As such, it’s important for your business to review all rules and regulations that may apply to how you are using SMS or other messaging formats.

Please note that this is intended for informational purposes only and not legal advice. This article is intended only to alert you of topics and areas of interest for you and your legal advisor to discuss.

Key areas to consider in state-level SMS regulations

Although state-specific laws can vary significantly, a few common requirements your business may encounter based on your location, recipients’ locations, and use case include:

  1. Opt-out management: Ensuring recipients can easily unsubscribe and having systems in place to honor opt-out requests promptly (for example, including language like “Reply STOP to opt out”).
  2. Consent to receive marketing: Gaining clear and documented consent from recipients before sending SMS or other types of messages (for example, by having them sign up to receive SMS on your website through a clear call to action).
  3. Quiet hours: Restricting the times during which marketing messages can be sent, often limiting messaging to certain hours of the day (for example, from 8am – 8pm).
  4. Maximum message frequency: Adhering to limits on how frequently marketing messages can be sent to avoid over-messaging customers (for example, no more than 3 marketing messages a day).
  5. Marketing registration with state authorities: Registering your SMS marketing campaigns with state authorities when required (for example, your business may have to register with the Secretary of State, even if you are registered elsewhere).
  6. Do not call (DNC) list compliance: Scrubbing your contact lists against state-specific “Do Not Call” registries to avoid messaging prohibited numbers (remember, mobile carriers require consent before sending messages to anyone).

Managing industry specific regulations

In addition to general regulations, certain industries have specific compliance requirements to ensure the secure management of communications and sensitive data. For example, businesses in financial services must follow archival and compliance rules set by organizations like the SEC or FINRA to properly store and manage communications. Similarly, healthcare organizations handling protected health information (PHI) need to meet HIPAA requirements to ensure patient data is kept confidential and secure. Other industries may also have unique standards, making it essential for businesses to understand and adhere to these additional regulations.

The importance of staying informed

State-level laws often have nuanced differences, and some may exclude certain industries, organizations, or use cases from their scope. This means what applies in one state may not necessarily apply in another—or it may apply differently. For this reason, it’s critical that businesses consult with a legal advisor to determine the applicability of these laws to their specific operations. Understanding these laws isn’t just about avoiding penalties; it’s also key to maintaining customer trust and protecting your brand reputation.

How RingCentral tools can help

At RingCentral, we understand the complexity of SMS compliance, and we offer tools designed to support businesses in meeting their obligations.

  • Managing opt-in: With RingCentral’s advanced SMS add-ons, your business can create forms, track consent, to support compliance with opt-in rules and regulations.
  • Honoring opt-out: RingCentral’s blacklist functionality simplifies opt-out management, ensuring recipients who no longer wish to receive messages are automatically excluded when they reply “STOP” to your phone number, or when you add them to the blacklist using RingCentral’s SMS Consent APIs.
  • Managing industry-specific requirements: RingCentral’s Advanced SMS Inbox provides numerous tools to help denote which recipients have opted into receiving PHI through SMS, archiving messages, and enforcing message content compliance in real-time.

These tools, while valuable, are part of a broader compliance effort and should be used in conjunction with legal advice specific to your use case and location.

Balancing standards with compliance

While adhering to industry standards is essential for a successful and responsible SMS program, it’s not a substitute for legal compliance. Federal and state-level regulations are an evolving part of the SMS marketing landscape, requiring businesses to remain vigilant and proactive about understanding and implementing the appropriate measures.

By leveraging RingCentral’s robust tools and working closely with legal advisors, your business can navigate the complexities of SMS messaging with confidence, ensuring compliance while continuing to engage your audience effectively.

Want to learn more about how RingCentral can support your SMS initiatives? Contact us today to explore our solutions designed to simplify communications while staying compliant.

Originally published Oct 09, 2025