The Ins and Outs of Regulatory Approval for Salesforce SMS Messaging

As a small business sales leader, you’re always looking for ways to engage your prospects and customers more effectively. SMS texting from Salesforce can be a game-changer—it's direct, fast, and personal. But before you can hit “send,” there’s one critical step you need to understand: regulatory approval.

This isn't just red tape—it’s about protecting your business from fines and ensuring a respectful communication experience for your audience. Here's a breakdown of what it takes to stay compliant and get approved to text from Salesforce.

Why Regulatory Approval Matters

In the U.S. and many other countries, SMS marketing and communication are regulated by strict rules to prevent spam and protect consumer privacy. If you're texting customers without consent, you risk fines, carrier blocks, and even lawsuits. That’s why major mobile carriers and Salesforce messaging partners require businesses to go through a compliance process before enabling SMS.

Step-by-Step: How to Get Approved to Send SMS from Salesforce

1. Purchase the Salesforce Digital Engagement SKU

Your Salesforce AE will help with this.

2. Salesforce Messaging Setup Guide

• Enable Salesforce Messaging in Setup
• Submit a Case to Salesforce to provision an existing phone number or request a new number - hint: you can use an existing "land line" number for texting, but not an existing mobile number since a phone number can only have one SMS texting provider registered
• Follow the Regulatory Compliance steps in Salesforce to Register your Brand and then submit your Campaign Use Case

3. Obtain Consumer Consent (Opt-In)

Before you send a single text, you need explicit consent from the recipient. This can be collected:

• On web forms (with a clear checkbox for SMS opt-in)
• In person (e.g., at point of sale or events)
• Via other compliant opt-in methods (not pre-checked boxes!)

Pro tip: Store the date/time and method of opt-in in Salesforce for audit purposes.

4. Follow Compliance Best Practices

Make sure your messages:

• Include your business name
• Offer an easy way to opt out (e.g., “Reply STOP to unsubscribe”)
• Are relevant and expected (no bait-and-switch)

5. Wait for Carrier Approval

Once your campaign and numbers are registered, carriers will review your application. This can take a few days to a few weeks depending on your use case and provider. Most applications are rejected multiple times before compliance approval occurs.

Important: Don’t send unregistered texts during this time—you risk getting blocked.

Common Pitfalls to Avoid

• Skipping the opt-in step — This is the #1 compliance risk.
• Sending from unregistered numbers — Carriers may filter or block your messages.
• Using misleading or vague content — Transparency is key.

Wrapping Up

Getting approved for SMS texting in Salesforce isn’t overly complex, but it is essential. By registering your business and use case and following opt-in rules, you can unlock one of the most effective communication channels—without risking your reputation.

What has been your experience with SMS Messaging?