Texting customers with AI the right way
Consent, opt-outs and good manners for florists using text and WhatsApp
Text messages get read. That's what makes them so good for repeat orders, and so easy to get wrong. When an AI can send 200 texts in a minute, the rules about who you're allowed to text matter more than ever.
Rule 1: get permission before marketing texts
In the US, the Telephone Consumer Protection Act (TCPA) and related rules require a customer's clear consent before you send marketing texts, like "20% off Valentine's pre-orders." Having someone's number because they ordered once is not the same as permission to market to them.
Good ways to get permission:
- A checkbox on your order form: "Text me reminders and offers. Reply STOP to opt out."
- A sign at the counter: "Text ROSES to join our reminder list."
- Asking at checkout and noting the yes.
Keep a record of when and how each customer said yes.
Rule 2: replies to their own questions are different
If a customer texts you asking about an order, replying to that conversation is normal customer service. The extra care is for messages you start, especially promotions.
Rule 3: make it easy to say stop
Every marketing text should make it clear how to opt out, usually "Reply STOP to unsubscribe." When someone says stop, they're off the list. Under FCC rules that took effect in 2025, customers can opt out in any reasonable way, not only by typing STOP, so "please stop texting me" counts too. A good AI should recognize that and remove them.
Rule 4: respect the clock
Don't send promotions late at night or early in the morning. A safe habit is to send marketing texts only between 9am and 8pm in the customer's time zone. Many state rules are stricter than federal ones about timing and frequency.
Rule 5: WhatsApp has its own rules
If you message customers on WhatsApp Business, Meta requires that customers opt in to receive your messages. When a customer messages you first, you can reply freely for 24 hours. After that, messages you start must use a pre-approved message template. That's Meta's way of keeping WhatsApp from turning into spam, and it protects your number's quality rating.
Rule 6: register your business number
In the US, mobile carriers now expect businesses that send texts from a regular 10-digit number to register it (this is called 10DLC registration). Unregistered business texts are more likely to be blocked. A good messaging provider handles this for you.
Good manners that also sell more
- Be personal. "Hi Maria, your mom loved the peonies last May" beats "SALE SALE SALE."
- Don't over-send. A few well-timed texts a year (birthdays, Valentine's, Mother's Day) usually do better than weekly blasts.
- Sign it with your shop's name. People should know who's texting.
What to avoid
- Uploading an old customer list and blasting everyone a promotion
- Buying lists of phone numbers
- Letting an AI decide on its own to send a group text
- Ignoring "stop," "unsubscribe" or "no more texts"
How Gold Rose handles it
Gold Rose AI only sends marketing texts to customers who agreed to receive them, and you approve every campaign before it goes out. It treats STOP and similar replies as an opt-out and removes the customer. Your customers keep texting your shop number like always.
