Texting is one of the best ways for roofers to reach homeowners. People read texts quickly, reply easily and prefer them over phone tag. But business texting comes with rules, and breaking them can mean blocked messages, carrier fines or lawsuits.
This guide explains the basics in plain English, so you can text customers confidently.
Important: This guide is general information, not legal advice. Texting laws vary by state and change over time. Talk to a qualified attorney about your specific setup.
Part 1: The two kinds of business texts
It helps to think of your texts in two groups.
Conversational and service texts
These are messages about something the homeowner asked for:
- Replying to a homeowner who just called or texted you
- Confirming or reminding them about an inspection
- Sending an estimate they requested
- Updating them on their job
Marketing texts
These promote your business:
- Special offers or discounts
- “Spring roof check” promotions
- Messages to old leads who haven’t contacted you in a long time
- Mass texts to your customer list
Marketing texts are where the strictest rules apply. Generally, you need clear, documented consent before sending them.
Part 2: Getting consent the right way
The safest approach is to get clear permission before you text anyone, and keep a record of it.
On your website forms
Add a checkbox (not pre-checked) with clear wording, for example:
☐ I agree to receive text messages from [Company] about my inquiry and services. Message frequency varies. Msg & data rates may apply. Reply STOP to opt out, HELP for help. Consent is not a condition of purchase.
Link to your privacy policy and SMS terms right next to the checkbox.
Some businesses use two separate checkboxes: one for service messages (appointments, updates) and one for marketing messages. That way the homeowner chooses each one.
Over the phone or in person
If a homeowner agrees to texts verbally, note it in your CRM with the date. Better yet, send a confirmation text right away:
Thanks for talking with [Company]! You’ll get texts from us about your inspection. Reply STOP anytime to opt out.
Keep records
Save when and how each person agreed to receive texts. If there’s ever a dispute, records are your best protection.
Part 3: Opt-out and help (STOP and HELP)
Every business texting program needs to handle these:
- STOP (and similar words like END, CANCEL, UNSUBSCRIBE, QUIT): stop texting that person right away. Send one final confirmation that they’ve been unsubscribed, then nothing more.
- HELP: reply with your business name and how to reach you.
Example replies:
STOP: You’ve been unsubscribed from [Company] texts. You won’t receive more messages. Reply START to resubscribe.
HELP: [Company]: For help, call [phone] or email [email]. Msg & data rates may apply. Reply STOP to opt out.
Good texting software handles STOP and HELP automatically. Make sure yours does.
Part 4: Register your business number
US mobile carriers require businesses that send texts from regular 10-digit numbers to register through a system called A2P 10DLC (“application-to-person, 10-digit long code”). Registration covers:
- Your brand: your legal business name, EIN and business details
- Your campaign: what kind of messages you send, with sample messages and how people opt in
Unregistered business texting is likely to be filtered or blocked by carriers. Your texting provider usually walks you through registration. Your website will typically need a privacy policy and SMS terms that describe your texting program.
Part 5: Timing and frequency
- Time of day: federal telemarketing rules limit calls and marketing messages to between 8 a.m. and 9 p.m. in the recipient’s local time, and some states have stricter windows. Keep non-urgent texts to normal business hours.
- Frequency: tell people roughly how often you’ll text when they sign up (“message frequency varies” is common), and don’t overdo it. Several states, such as Florida and Oklahoma, have their own texting laws with additional limits.
- Relevance: keep messages related to what the homeowner signed up for.
Part 6: What to include in your texts
Every text should:
- Identify your business by name, especially the first message
- Be clear about what you’re offering or asking
- Avoid misleading claims
The first message in a conversation should also remind people how to opt out.
Part 7: What your website needs
If you text customers, your website should have:
- Privacy policy explaining how you use phone numbers, and stating that you don’t sell or share mobile numbers or SMS consent with third parties for their marketing
- SMS terms covering your program, message frequency, “Msg & data rates may apply,” and STOP/HELP instructions
- Consent language on every form that collects phone numbers
These pages are also usually required for business number registration.
Part 8: Common mistakes roofers make
- Buying phone lists and texting them. Don’t.
- Texting old leads with promotions without marketing consent
- Pre-checked consent boxes on forms
- Ignoring STOP or continuing to text after someone opts out
- Texting from a personal cell with no business name and no records
- Late-night texts that annoy homeowners and may break rules
Quick checklist
- Consent checkbox on every form (not pre-checked)
- Records of when and how each person opted in
- STOP and HELP handled automatically
- Business number registered (A2P 10DLC)
- Privacy policy and SMS terms on your website
- Texts sent during normal hours
- Every message identifies your business
- Talked to an attorney about your setup
How A.C.E. helps
A.C.E. is built with compliant texting in mind: messages go out under your business name, opt-out requests are honored automatically, and conversations are saved with each lead. We’ll walk you through consent and number registration during setup. Missed call text back, estimate follow-up and lead nurturing all work within the consent your customers give.
Want message ideas? See our missed call text templates for roofers.