Using SMS for marketing is becoming increasingly popular due to its high open and engagement rates. However, businesses must adhere to new guidelines from the Cellular Telecommunications Industry Association (CTIA) regarding sending messages, particularly in terms of obtaining opt-in consent from customers. The CTIA outlines requirements for three common messaging use cases: conversational, informational, and promotional. Consent can be obtained through various methods such as text, verbal communication, forms, or websites. Adhering to these guidelines ensures message deliverability and protects consumers from unwanted messages. Businesses should consult with experts to ensure compliance with CTIA requirements.