Consent and lawful basis
Customers are responsible for obtaining and recording any consent or other lawful basis required before sending email, SMS, WhatsApp or other communications.
Clear sender identity
Messages should identify the sender and purpose accurately. Sender details, domains and channel registrations must be maintained according to provider and regulatory requirements.
Opt-outs and preferences
Recipients must be given appropriate ways to stop or change communications. Opt-out requests must be honoured promptly and suppression records must not be bypassed.
Content and frequency
Communications must be relevant, accurate and proportionate. Customers should avoid excessive frequency, misleading urgency and sensitive content that is unsuitable for the chosen channel.
Channel availability and charges
Channel approval, delivery and pricing depend on third-party providers, destination, sender status and volume. Message delivery is not guaranteed and usage charges may apply.