TLDR Section
This SOP gives SMEs a simple, repeatable way to manage consent, opt-outs, and contact list hygiene across WhatsApp, SMS, and similar channels. Define clear consent, record it properly, include an opt-out in every message, segment your audience before sending, and clean your list after each campaign. Send in batches, monitor replies, and respect opt-outs immediately.
When done right, bulk messaging drives higher engagement, fewer complaints, and stronger customer relationships instead of blocks and spam reports.
Table of Contents
Bulk messaging works best when it’s permission-based. For SMEs running campaigns across channels like WhatsApp, SMS, or Telegram, the fastest way to burn your list (and damage your brand) is to treat messaging like a one-way megaphone.
Customers today are far more sensitive to unsolicited messages. One poorly handled campaign can lead to blocks, spam reports, or long-term disengagement. On the other hand, when consent is clear and opt-outs are respected, bulk messaging becomes one of the most effective and cost-efficient marketing channels available.
This SOP is a practical, operations-friendly way to manage:
- consent
- opt-outs
- list hygiene
So your campaigns stay effective, your response rates improve, and your customer relationships stay intact.
What This SOP Is (and Who It’s For)
This SOP is designed for SMEs that:
- message customers for promotions, reminders, updates, or reactivation
- want a repeatable process that staff can follow without confusion
- want to reduce complaints, blocks, and spam reports
- want better engagement without constantly rebuilding their contact list
It is not legal advice and does not replace formal compliance guidance. Instead, it outlines practical best practices that align with how customers expect to be treated and how messaging platforms evaluate sender behaviour.
If your team is already sending messages but handling consent and opt-outs inconsistently, this SOP gives you a clear baseline to work from.
SOP overview
Objective
Run bulk messaging campaigns using permission-based contacts, with clear opt-out handling and ongoing list hygiene.
Scope
Applies to outbound campaigns sent via SMS marketing, WhatsApp, Telegram, and similar messaging channels.
Roles and Responsibilities
- Campaign owner: approves the message content, target segment, and sending schedule.
- Operator: sends the campaign and actively monitors replies and issues.
- Data owner: maintains the contact list, consent records, and opt-out or suppression list.
In smaller teams, one person may hold multiple roles, but the responsibilities should still be clearly defined.
Step 1: Define What Counts as Consent
Consent should be clear enough that a customer would not be surprised to receive your message. If a customer sees your message and thinks, “Why are they texting me?”, consent was probably not strong enough.
Acceptable Consent Examples (Practical)
- A customer ticks a checkbox on a form stating: “I agree to receive updates and promotions.”
- A customer opts in via a keyword, such as “Reply YES to receive offers.”
- A customer explicitly asks to be notified about promotions, restocks, or future deals.
These scenarios make the expectation of future messages clear.
Weak Consent Examples (High Risk)
- Scraped or harvested contact lists
- Purchased or rented lists
- Adding someone because you have their number from a receipt or invoice, without explicit permission
Even if these practices seem convenient, they often result in poor engagement and higher complaint rates, which can harm your sender reputation across all future campaigns.
Step 2: Store Consent Status in your Contact List
Consent is only useful if it’s recorded and easy to reference. Your contact list should clearly show who can and cannot be messaged.
At a minimum, your list should include:
- Name
- Phone number
- Source (where the contact came from)
- Consent status (Yes/No)
- Consent date (if available)
- Last message date
- Segment tag (lead / customer / VIP / inactive)
If you don’t use a CRM software, a shared spreadsheet can work, provided it is consistently updated and only edited by responsible team members. Inconsistent data handling is one of the most common causes of accidental re-messaging of opted-out contacts.
Step 3: Build a Simple Opt-Out Process (Non-Negotiable)
Every campaign message must include a clear opt-out instruction. This is not optional.
Opt-outs protect both your brand and your list. When customers know they can easily leave, they are less likely to block or report your messages.
Opt-out line examples (copy/paste)
- “Reply STOP to opt out.”
- “Reply STOP if you don’t want updates.”
- “Reply STOP to unsubscribe.”
Avoid hiding opt-out instructions or making them complicated. Simplicity builds trust.
What to Do When Someone Opts Out
Within 24 hours:
- Mark the contact as Opted Out
- Add them to a suppression list
- Do not message them again unless they re-opt in
Do not message them again unless they explicitly re-opt in. Ignoring opt-outs is one of the fastest ways to get blocked by messaging platforms.
Step 4: Segment Before You Send (To Reduce Complaints)
Segmentation increases relevance, and relevance reduces complaints. Sending the same message to everyone almost always leads to higher opt-outs.
Minimum segmentation for SMEs:
- Leads (asked for pricing, didn’t buy)
- Customers (purchased)
- Inactive (no purchase in 90+ days)
- VIP (high value)
For example, a reactivation message sent to inactive users should not go to VIP customers, and a loyalty reward should not be sent to cold leads. Simple segmentation alone can dramatically improve response quality.
Step 5: Use a Message Approval Checklist
Before sending, the campaign owner must confirm:
- Segment is correct
- Offer is clear
- One message = one CTA
- Opt-out line included
- Timing is reasonable
This checklist prevents rushed sends and reduces the risk of mistakes, especially when multiple team members are involved.
Step 6: Send in Batches and Monitor Replies
Sending in batches is an operational best practice, not just a technical one. It allows you to catch issues early before they affect your entire list.
Operationally, batching helps you:
- Spot issues early
- Adjust wording
- Prevent a flood of negative replies
Batching workflow:
- Send to a small batch first
- Monitor replies for 30–60 minutes
- Proceed to the next batch if the response quality is acceptable
If you see confusion, complaints, or repeated opt-outs in the first batch, pause and fix the issue before continuing.
Step 7: Post-Campaign List Hygiene
After each campaign:
- Remove hard bounces/invalid numbers (where applicable)
- Tag responders (engaged)
- Tag non-responders (cold)
- Update last message date
Step 8: Re-opt in workflow (when someone wants back in)
If someone previously opted out but wants updates again:
- Confirm explicitly: “Reply YES to re-subscribe.”
- Record re-opt-in date
Message template examples
Promo message
“Hi [Name], we’re running a 24-hour promo for returning customers. Reply YES and we’ll send the details. Reply STOP to opt out.”
Reminder message
“Hi [Name], quick reminder about your booking tomorrow at [time]. Reply YES to confirm. Reply STOP to opt out.”
Reactivation message
“Hi [Name], we haven’t seen you in a while. Want us to send you our latest offer? Reply YES. Reply STOP to opt out.”
Conclusion
Bulk messaging is not about sending more messages. It’s about sending the right messages to the right people, with respect for their preferences.
By following this SOP, SMEs can build a sustainable messaging system that prioritises consent, handles opt-outs properly, and keeps contact lists healthy over time.
As a marketing agency focused on performance-driven messaging and customer communication, Yaeris works with SMEs to design structured campaigns, improve response rates, and build systems that scale without damaging trust.
If you’re ready to turn bulk messaging into a reliable growth channel rather than a risk, partnering with the right team makes all the difference.
Frequently Asked Questions
Yes. It reduces complaints and makes expectations clear.
Treat that as a new conversation, but only re-add them to campaigns if they explicitly re-opt in.
Yes. Even basic segmentation improves relevance and reduces negative replies.
Within 24 hours is a practical operational standard.
Only if your consent expectations are clear and customers would reasonably expect updates. When in doubt, ask for opt-in.