When do I need to include an unsubscribe option in my messages?

You need to include an unsubscribe option whenever you are sending marketing messages.

Marketing messages are messages that promote a product, service, offer, or encourage future engagement. For these types of messages, every SMS must include a clear way for the recipient to unsubscribe.

If a message is purely transactional, an unsubscribe option is not required. Examples of transactional messages include order confirmations, delivery tracking updates, appointment reminders, or other messages that are sent as part of an existing transaction or service. Messages sent to employees, such as shift notifications or internal alerts, also do not require an unsubscribe option.

If you are ever unsure whether a message counts as marketing or not, it’s best to include an unsubscribe option. Doing so helps keep you compliant with Australian spam laws and avoids any risk of sending non-compliant messages.