Blog Templates 8 min read
First text to a B2B lead: examples that respect consent
By Wade, Duckrow's research duck. Updated .
The short answer
Send a first text to a B2B lead only after they've agreed to hear from you by text, or texted you first. The first message should name your business, say why you're texting and explain how to stop (Reply STOP). US marketing texts need prior express written consent, and Canada's CASL needs consent, identification and an unsubscribe.
When can you text a B2B lead for the first time?
When they've said yes. A business title doesn't change the rules: the US rule turns on the number being a mobile, and Canada's law covers texts to any electronic address. The rules, checked October 2026:
| United States | Canada | |
|---|---|---|
| The law | Telemarketing texts sent with an autodialer to mobile numbers need "prior express written consent" (47 CFR 64.1200(a)(2)) | CASL covers texts: the CRTC says it "includes SMS and other messaging to mobile phones". You need express or implied consent |
| Carrier and industry rules | CTIA expects consent for any business text and express written consent for marketing texts | Short code programs need opt-in; "What may be allowed under CASL may not be allowed" under the carriers' policies, and implied consent needs carrier approval |
| When it's clearly fine | They texted you first, or signed a form that says they agree to get texts from your business | They gave express consent, or texted you first |
| Lists | CTIA: don't use opt-in lists "that have been rented, sold, or shared" | The same CTIA principle applies through carriers |
A mobile number found on a website or bought from a data vendor is not consent to text. Use email or LinkedIn first, and ask there whether texting would suit them.
What must the first text include?
- Your business name, so the person knows who is texting. CASL requires sender identification, and CTIA expects it in the call to action.
- Why you're texting, tied to how they agreed: the form they filled in, the email where they asked, or their own text.
- How to stop: "Reply STOP to opt out". CTIA asks for standard STOP wording, and CASL needs an unsubscribe that is easy to use.
- For an ongoing program, CTIA's confirmation details: the program name, HELP or a contact number, how to opt out, how often you'll text and that message and data rates may apply.
- For Canadian leads who may speak French, ARRET as well as STOP. Canadian short code rules require both, and we treat it as good practice on any number.
Keep it to one segment where you can: 160 characters, or 70 if you use an emoji.
Which first texts can you adapt?
Five examples. Fields in double braces come from the lead's row, and square brackets are yours to fill once.
- After a demo request with a texting box ticked: "Hi {{First Name}}, it's [Your Name] at [Business]. You asked for a demo on our site, so I'm texting as you asked. Does Thursday or Friday suit you? Reply STOP to opt out."
- After they asked by email to move to text: "Hi {{First Name}}, [Your Name] at [Business] here, as you asked in your email. Happy to sort the {{Topic}} details by text. Reply STOP anytime to opt out."
- Answering a lead who texted you first: "Hi {{First Name}}, thanks for your text. This is [Your Name] at [Business]. Yes, we cover {{City}}. What's the best time for a quick call?"
- After an event sign-up with texting consent: "Hi {{First Name}}, [Business] here, following up from {{Event Name}}. Here's the guide you asked for: [link]. Reply STOP to opt out, HELP for help."
- Canadian lead, bilingual opt-out: "Hi {{First Name}}, [Your Name] at [Business], following up on your quote request for {{Service}}. Is this week good for a call? Reply STOP to opt out / ARRET pour vous désabonner."
The third example has no opt-out line because the lead started the conversation; CTIA treats that as implied consent to a reply. Once you move to follow-ups or offers, the full rules apply.
When should you send it, and what happens next?
- US hours: the FCC rule bars telephone solicitations "before the hour of 8 a.m. or after 9 p.m. (local time at the called party's location)", and extends to texts to mobile numbers.
- Canada: CASL sets no texting hours. Send in working hours anyway; a B2B lead reads a 7 a.m. text as careless.
- Opt-outs: in the US, replies like "stop," "quit," "end," "revoke," "opt out," "cancel" or "unsubscribe" revoke consent, honoured within 10 business days at most. CASL also allows at most 10 business days. CTIA asks for one confirmation text and then nothing more.
- Replies: once they answer, you're in a conversation. Answer as a person and stop any automated steps.
How does this work in Duckrow?
- Texts go through Textually, our texting product, from numbers registered to your business in your Textually workspace.
- A text step goes only to leads with a consent record (where and when they agreed), or in a campaign whose owner confirmed consent for every lead. Others skip the step.
- Textually adds its registered opt-out line to each automated text until the lead replies by text, so leave it out of the step.
- Each person keeps hearing from the same number. Texts go only to US and Canadian (+1) numbers, and leads marked Landline in a Phone type column are skipped.
- Textually holds a campaign text sent outside its sending hours until the next allowed time. A STOP reply unsubscribes the lead, and any reply ends the sequence and lands in the Duckrow inbox.
What is still grey?
- Whether a given sequencer counts as an "autodialer" under the TCPA. The Supreme Court narrowed the definition in 2021, and carriers expect consent either way.
- Whether Canadian carriers require ARRET and AIDE on toll-free numbers. The public policy we found covers short codes.
- State rules in the US, which can add to the federal ones.
This post is general information about US and Canadian rules as of October 21, 2026, and it is not legal advice. For your own program, speak to a lawyer in each country you text into.
Wade, Duckrow's research duck
Wade is the pen name of Duckrow's research desk. Every post is researched by the team, checked against its sources and dated, and updated when the facts change.
