Canada Messaging Content Requirements
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.
To ensure a compliant program meets the minimum CWTA requirements, it’s best to ensure your program includes the following general guidelines:
- Handset Verifier: Free to Consumer and Standard Rate Subscription Programs require opt-in with use of a Handset Verifier (double opt-in)
- Character Limit: Unless otherwise agreed to by the Administrator, the length of text messages sent to consumers must not exceed two (2) SMS segments, for a maximum character limit of 320.
- Mandatory keywords: STOP, INFO, AIDE, ARRET and HELP - maximum character limit is 160 for mandatory keywords
- Response to keywords AIDE and ARRET must be in French
- Response to keyword INFO must be bilingual in both English and French
- Standard Message and Data Rates May Apply Disclosure
- If there is no URL link located in a message and the program does not support MMS, then ‘data’ does not have to be included in the message cost
- Acceptable wording: ‘Std msg rates may apply’ unless there are clickable URLs or MMS is supported, in which case it must state 'Std msg & data rates may apply'
- General Use (shared short code) are disallowed
- Emergency/Urgent services are approved on a case-by-case basis and must include a timestamp
- Marketing material for the Messaging program must be provided for review
- If the supporting URL lists mobile operators for any country, all supported Canadian operators must be listed
- If service supports a separate T&Cs link, HELP and STOP details must be supported within Terms and Conditions
Example Keyword Opt-In
Keyword Opt-in without URL included
Keyword Opt-in URL included
Example Web Opt-in for Single Message Program
Example Call-to-action for one-time passcode (STEP 1)
Example Call-to-action for one-time passcode (STEP 2)
Message Flow – Example MT for Once-Time 2FA Code
Example Web Recurring Opt-In with Handset Verifier
Example CTA for recurring message with opt-in on web form
Example CTA for recurring message with standard web opt-in
Message Flow – Example Handset Verifier (Double Opt-in)
for Recurring Message Programs
Example Mandatory Keyword Responses
HELP MO/MT – English Response
AIDE MO/MT – French Response
INFO MO/MT – Bilingual Response (English and French)
STOP MO/MT – English Response
ARRET MO/MT – French Response
