Texting offers to customers: the UK rules for small shops
Sending regulars a text about an offer is allowed, as long as you follow a few rules from the Privacy and Electronic Communications Regulations (PECR) and UK GDPR. Here they are in plain English.
Messages
ASHBYSBank holiday hours: open 7am to 11pm. Double points on Monday.Stop offers: tillkeep.com/u/…
Sender named, sent only to people who agreed, stop link in every text.
The rules in short
Get their agreement
People need to agree to marketing texts before you send them. A clear, unticked box that says what they'll get is the safest way.
Or use the soft opt-in, carefully
You can text existing customers about similar products if you got their number during a sale and gave them a chance to refuse then and in every message. Most small shops find a tick box simpler.
Say who you are
Every text must make clear it comes from your shop. Sending from your shop's name does this.
Make stopping easy
Every text needs a simple, free way to stop more texts, like a link or a reply word. Stop as soon as someone asks.
Keep a record
Keep what each person agreed to, when and how, so you can show it if anyone asks. The Information Commissioner's Office (ICO) enforces these rules.
Keep it separate
Joining your loyalty scheme and agreeing to offers are two different things. Someone can collect points without getting texts.
How Tillkeep handles it
Separate tick box
Customers agree to points and to offers separately when they join, and can change their mind on their card page.
Records kept for you
The wording each customer saw, the time and how they joined are saved with their card.
Stop link in every text
Tillkeep adds each customer's own stop link to every offer. One tap stops offers, and their points stay.
Questions
Do I need permission to text my customers offers?
Usually yes. Under PECR you need their agreement to marketing texts, unless the soft opt-in applies: you got their number during a sale, the offer is about similar products, and you gave them a chance to refuse then and in every text.
What must every marketing text include?
It must make clear who it is from, and give a simple, free way to stop more marketing texts.
Can I add customers from my WhatsApp group to a text list?
Not without their agreement to marketing texts. The safest way is to ask them to join your scheme themselves and tick the box for offers.
Is this legal advice?
No. This is a plain summary for small shops. For your own situation, check the ICO's guidance on electronic marketing or ask a solicitor.
See it working in your shop
Free while we set up our first shops. No contract, and we agree a price with you before anything is charged.