A Canadian SMS campaign needs a review record that connects the audience, message and withdrawal route. Saving a list of numbers and a copy of the promotion is not enough to explain why each contact was included. This guide shows how to organize that record before scheduling a send.
Confirm which rules you are reviewing
The CRTC’s CASL FAQ explains that commercial electronic messages can include SMS. Its core requirements concern consent, sender identification and an unsubscribe mechanism. The purpose and contents of the actual message matter; a promotional element should not be overlooked because the template also contains service information.
Identify the business behind the message, the destination and the proposed purpose. Have a reviewer assess whether an exception applies rather than assuming all business communications are exempt. A platform’s approval of a number or template does not complete that assessment.
Attach evidence to the audience selection
| Item | Record in the campaign file |
|---|---|
| Audience | Selection criteria, delivery version and records excluded before release. |
| Consent or applicable basis | Evidence reference, collection context and any expiry or limitation requiring review. |
| Sender | The organisation or organisations requiring identification and the approved contact details. |
| Message | The final text, links and version approved for sending. |
| Withdrawal | The tested opt-out route, processing owner and suppression destination. |
Keep the underlying evidence accessible to the responsible reviewer with suitable access controls. A spreadsheet field saying “opted in” should lead to evidence, not replace it. Where the basis has a time limit, check it on the planned send date.
Check sender information in the delivered message
If limited space makes including required information impracticable, CRTC guidance permits a clearly prominent link to an accessible, no-cost page containing it. Review that page on a phone before release. Avoid a destination that asks the recipient to register, pay or search through unrelated material.
Assign someone to maintain the destination after the send. A link that worked at approval can later fail through an expired campaign page, changed domain or access rule. Keep the published contact details connected to the sending organisation.
Test unsubscribe before launch
CRTC guidance calls for an easy unsubscribe process. It states that an unsubscribe link must work for at least 60 days and requests must be implemented without delay, no later than 10 business days. Treat the outer deadline as a limit, not a reason to keep a withdrawn contact in scheduled sends.
- Send the approved template to a controlled test number.
- Use the actual withdrawal route shown to the recipient.
- Confirm that the sending platform records the request.
- Confirm that downstream selections exclude the number.
- Re-import the test record and confirm the exclusion remains effective.
Where reply-based opt-out is advertised, check that the sender type actually supports the reply. Do not rely on a familiar STOP instruction that cannot reach your platform.
Close the release decision
Record the review date, responsible person, selection version, message version and the result of the withdrawal test. Store unresolved records outside the approved send. If consent evidence, sender identity or the opt-out route changes, obtain a new release decision.
Read our SMS opt-out testing guide and cross-country SMS checklist. For service scope, visit Bulk SMS Service; for questions, use customer support.