The Federal Communications Commission (FCC) recently changed how businesses handle customer opt-outs. Under the new rule, companies must process do-not-call and consent revocation requests within 10 business days—a significant reduction from the previous 30-day window.
For businesses that rely on phone and text marketing, this means a shorter timeframe to update internal lists and ensure compliance. Failure to do so could result in enforcement actions from the FCC and consumer class action lawsuits.
What This Means for Your Company
Until now, when a customer opted out of calls or texts, companies had a “reasonable amount of time” (up to 30 days) to remove them from their internal lists. The FCC has now clarified that the new limit is 10 business days.
For businesses, this means reviewing internal processes to ensure requests are handled efficiently. Whether your team manages opt-outs manually or uses automated systems, compliance will require quicker response times to avoid penalties.
Additionally, text senders are limited to a one-time confirmation message (within 5 minutes) when responding to opt-out requests. This means you can acknowledge a customer’s request via text, but any further contact thereafter could be a violation.
What Happens If a Business Fails to Comply?
A company that does not process opt-out requests within 10 business days risks FCC enforcement actions, including fines or other penalties. Perhaps more importantly, it risks attracting private consumer claims, including class action lawsuits, in which plaintiffs sue for any and all similar violations for all consumers the company has called over the course of years!
Given the shorter window, businesses should take steps now to ensure compliance, such as:
- Reviewing and updating opt-out procedures to ensure timely internal processing.
- Training staff on the new rules and best practices.
- Verifying that any automated systems are properly updating contact lists within the required timeframe.
Staying compliant helps you avoid penalties and lawsuits, builds customer trust, and ensures your marketing efforts remain effective. Staying more compliant means staying more profitable.
If you have questions about aligning your business with these new regulations, Cove Law, PA, can help. We work with companies to ensure compliance while maintaining effective outreach strategies. Reach out today to discuss how these changes impact your business.
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