Canada messaging content requirements

Last updated: 6/04/2025

These guidelines are relevant for SMS and MMS compliance in Canada.

CWTA Canadian messaging programs

In Canada, the Canadian Wireless Telecommunications Association (CWTA) is the governing body for all text messaging programs to protect consumers from unwanted messages which all message senders must abide by in addition to the Wireless Providers’ code of conducts and best practices.

Note

By providing your mobile number, you agree to receive SMS messages. If messages extend beyond the original purpose, you must provide additional consent.

General guidelines for compliance

To ensure a compliant program meets the minimum CWTA requirements, include the following general guidelines:

Handset verifier: Free to Consumer and Standard Rate Subscription Programs require opt-in with the use of a handset verifier (double opt-in).
Character limit: Unless otherwise agreed to by the administrator, text messages sent to consumers must not exceed two SMS segments, with a maximum character limit of 320.
Mandatory keywords: STOP, INFO, AIDE, ARRET, and HELP. The maximum character limit for mandatory keywords is 160.
- Responses to the keywords AIDE and ARRET must be in French.
- Responses to the keyword INFO must be bilingual in both English and French.
Standard message and data rates may apply disclosure:
- If there is no URL link in a message and the program does not support MMS, "data" does not need to be included in the message cost.
- Use "Standard message rates may apply" unless there are clickable URLs or MMS is supported, in which case it must state "Standard message and data rates may apply."
General use: Shared short codes are disallowed.
Emergency/urgent services: Approved on a case-by-case basis and must include a timestamp.
Marketing material: Must be provided for review.
If the supporting URL lists mobile operators for any country, all supported Canadian operators must be listed.
If the service supports a separate Terms & Conditions link, HELP and STOP details must be included within the terms and conditions.
Customer support contact: If a phone number is the only support option, it must be toll-free.
Message origin exception: It is acceptable for a brand to transition from CSC opt-in to RCS Business Messaging (RBM).

Subscription vs. non-subscription programs

Subscription programs send ongoing messages until the user opts out.
Non-subscription programs only send messages in response to a user-initiated event.
Handset verifier (double opt-in) requirement: Subscription programs must use a handset verifier to confirm consent except when using keyword/MO opt-ins.

SHAFT requirements

Age-restricted content: Sexually explicit material is strictly prohibited. Brands offering age-restricted content must implement a clear age verification mechanism, allowing users to enter their date of birth before accessing the material.

Lotteries and raffles: Programs involving lotteries or raffles must comply with all applicable provincial laws and receive explicit approval from wireless carriers. Users must verify their age by submitting their date of birth.

Debt collection (purchased or third-party): Programs related to debt collection must clearly identify the name of the collection agency in all messages. These programs require explicit approval and must adhere to provincial legal requirements. For additional guidance, review the U.S. SMS requirements where applicable.