An abandoned cart text is a short SMS reminding a shopper about items left in their cart, with a link back to checkout. Send it only to people who agreed in writing to marketing texts, name your store, keep it to one segment where possible, and tell them how to reply STOP to opt out.
| Item | Value |
|---|---|
| One SMS segment, standard GSM-7 characters | 160 characters |
| One SMS segment with any emoji or other Unicode (UCS-2) | 70 characters |
| Per segment when a message is split | 153 (GSM-7) or 67 (UCS-2) characters |
| Opt-out words the FCC rule names | stop, quit, end, revoke, opt out, cancel, unsubscribe |
| Time to honor an opt-out (FCC rule) | Reasonable time, no more than ten business days |
Updated
Texts get read, which is exactly why the rules around them are strict. For a small store, a single well-timed reminder to a shopper who signed up for texts can bring back a sale; a text to someone who never agreed can bring a lawsuit. This guide puts the consent rules first, then the templates and a counter that shows how many segments each message uses.
Pick a template to load it into the editor, then change the store name and link. The counter shows the encoding and how many segments the message uses.
| Message type | Consent CTIA expects | Example |
|---|---|---|
| Conversational | Implied: the customer texted first and you only reply | Answering a shopper's question about sizes |
| Informational | Express consent, given by text, form, website or verbally | Order shipped, appointment reminder |
| Promotional | Express written consent, such as a signed form or ticked box online | Abandoned cart reminder, sale announcement |
A separate, unticked box with clear wording. Adjust the text with your SMS provider and a lawyer; this is an example, not legal advice.
The box starts unticked and the order still goes through without it, matching the FCC point that consent cannot be a condition of purchase.
<label style="display:flex;gap:8px;align-items:flex-start;font-size:14px">
<input type="checkbox" name="sms_marketing" value="yes">
<span>Text me cart reminders and offers from Oak & Ivy at the number above.
Up to 4 msgs/month. Msg & data rates may apply. Reply STOP to cancel, HELP for help.
Agreeing is not required to buy.</span>
</label>CTIA, the US wireless industry association, groups texts by the consent they need. A reply to a shopper who texted you first needs none. Informational texts need express consent. Marketing texts, which cart reminders are, need express written consent: a signed form or a ticked box online.
CTIA also asks senders not to use rented, sold or shared opt-in lists, and to keep a record of every opt-in and opt-out. The FCC rule adds that opt-out requests made in any reasonable way must be honored within ten business days at most.
There is no official best delay, so test it on your own store. A common starting point is one text a few hours after the cart is left, and a second the next day only if nothing happened. Keep both inside daytime hours in the shopper's time zone.
After an opt-out, CTIA's guidance is one final confirmation text per campaign, and nothing after it. Make sure your cart reminders, shipping texts and promotions all read from the same opt-out list.
Treat them as marketing. CTIA's guidelines expect express written consent for marketing texts, and the FCC rule requires prior express written consent for telemarketing messages sent with automated systems. A ticked box online can count as written consent. This is not legal advice.
Under the FCC definition, the agreement must clearly authorize marketing messages to a specific phone number, and disclose that the person is not required to agree as a condition of buying anything. Electronic signatures recognised by law count.
The FCC rule says replies using stop, quit, end, revoke, opt out, cancel or unsubscribe revoke consent, and any other reply must be treated as an opt-out if a reasonable person would read it that way. CTIA also lists phrases like please opt me out.
One segment holds 160 standard characters, or 70 if the message contains any emoji or other special characters. Longer messages are split, and each split part holds 153 or 67 characters. Check how your SMS provider prices split messages.
The FCC's telephone solicitation rule bars solicitations to residential subscribers before 8 a.m. or after 9 p.m. in the recipient's local time. Keeping cart texts to daytime hours is the safe habit; check with your provider or lawyer how it applies to you.
Related: Abandoned cart email examples, Back in stock emails, Business email subject lines.
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