# SMS Consent: What to Record at Opt-in | ZafeConnect

> What to store when a person agrees to receive text messages: who, when, how, what wording they saw and for which messages, and how to honour opt-outs.

Canonical URL: https://www.zafeconnect.com/blog/sms-consent-what-to-record
Language: en
Last modified: 2026-11-09

## Consent for SMS: what a good opt-in record contains

URL: https://www.zafeconnect.com/blog/sms-consent-what-to-record

Published: 2026-11-09

When a regulator, an operator or a customer asks how you got permission to message a number, a good record answers in minutes. A missing one can put the whole programme at risk.

Key takeaways:
- Marketing messages generally need the recipient’s prior consent, and you must be able to show it.
- Record who agreed, when, how, what they were shown and what they agreed to.
- Ask in a clear, separate step, name the sender and the kind of messages, and explain how to opt out.
- Honour an opt-out at once and keep it on a list that every system respects.

### Why the record matters
Consent is only useful if you can prove it. Operators, regulators and customers may ask for evidence, and a complaint is much easier to settle with a clear record than with a general statement.

Rules differ by country and by message type, so this article describes good practice rather than a legal minimum.

### What to store

Item | Why it matters
The phone number and, where relevant, the person or account | Links the consent to the number you message
Date and time of the consent | Shows consent came before the first message
How it was given: form, page address, keyword, app, call | Shows the channel and makes the check repeatable
The exact wording that was shown, with its version | Shows what the person actually agreed to
What they agreed to: types of messages, sender, topics | Keeps messages inside the scope of the consent
Opt-out date and how it happened | Shows you stopped when asked

### Asking well

- Use a separate, clear step, not a line buried in the terms
- Do not tick the box in advance
- Name the sender and the kind of messages, and say how often you expect to write
- Explain how to stop, for example by replying STOP
- Consider confirming by message, so that the number is proven to be the person’s

### A note on Denmark and the EU
In Denmark, marketing by text message generally requires the recipient’s prior consent under the Danish Marketing Practices Act (markedsføringsloven, section 10), with limited exceptions, for example for a company’s existing customers under certain conditions. Other EU countries have similar rules based on the ePrivacy Directive.

This is general information and not legal advice. Check your own situation with a lawyer.

### Opt-outs

- Process them at once and across every system that can send
- Keep a suppression list and check it before each send
- Do not ask people to log in to unsubscribe
- Keep the record of the opt-out as long as you keep the consent record

### How ZafeConnect fits
ZafeConnect provides local regulatory handling in the countries it serves and supports two-way messaging for keywords and replies. Consent is between you and your recipients, so the record is yours to keep; talk to us about what each destination requires.

FAQ:
Q: Do I need consent for one-time codes?
A: A code the person has just asked for is generally treated differently from marketing. Rules vary, so confirm for your countries.

Q: How long should I keep consent records?
A: As long as you may need to show them, and consistent with your data protection rules. Decide the period and write it down.

Q: Is a purchased list acceptable?
A: Generally no. Consent is given to you for your messages, and it cannot be bought with a list.