Messaging Compliance (CASL)
Plain-language guidance on responsible business messaging in Canada.
Why This Matters
Canada has rules about commercial electronic messages (including text messages) called CASL— Canada's Anti-Spam Legislation. These rules exist to protect people from unwanted messages. As a business, following these guidelines protects your customers and your reputation. The good news: if you're using messaging to respond to inquiries and communicate with existing customers, you're already doing most things right.
What Counts as a "Commercial Message"?
A commercial electronic message is any text, email, or electronic message that promotes or markets a product, service, or business. This includes:
- Marketing texts about your services
- Promotional offers or discounts
- Follow-up messages about quotes or services
Note: Purely transactional messages (like appointment confirmations or service updates for existing jobs) may have different requirements. When in doubt, include identification and opt-out options anyway.
When Texting Is Generally Appropriate
Our systems are designed for these common, low-risk scenarios:
Responding to an inquiry
Someone called, texted, or filled out a form on your website. They reached out first—you're responding.
"A homeowner calls about a furnace issue but you miss the call. The system texts: "Hey, sorry we missed your call! How can we help?""
Messaging existing customers
You have an existing business relationship—they've hired you before or recently requested a quote.
"Appointment reminder: "Hi Sarah, this is ABC Plumbing. Just a reminder about your appointment tomorrow at 10am. Reply to confirm or reschedule.""
Following up on a quote
You sent a quote to someone who asked for one. Following up is part of the service they requested.
""Hi, just checking in on the quote we sent last week. Any questions? Reply or call us at 306-555-1234.""
Consent: The Basics
Express Consent
The recipient specifically agreed to receive messages from you. This is the clearest form of consent—they checked a box, signed up for updates, or explicitly asked to be contacted. Express consent doesn't expire (unless they withdraw it).
Implied Consent
Consent that exists because of an existing relationship or inquiry. For example: someone requested a quote, or they're an existing customer. Implied consent is generally time-limited—often up to two years for existing customers, or six months after an inquiry.
Important: Consent rules can be complex and depend on your specific situation. The timelines mentioned are general guidance, not guarantees. If you're unsure, consult a lawyer familiar with CASL.
What Every Message Must Include
Under CASL, commercial electronic messages must contain certain elements:
Business Identity
Every message must identify who's sending it. Your business name should be clear.
"This is ABC Heating & Cooling..."
Contact Information
Include a way for the recipient to reach you (phone number, email, or website).
"Call us at 306-555-1234 or visit abcheating.ca"
Opt-Out Option
Every message must include a way to unsubscribe. We use "Reply STOP to opt out."
"Reply STOP to unsubscribe."
How Bridge City Systems Helps
Our systems are built with compliance in mind from the start:
Pre-Built Templates
Our message templates include required elements (business ID, contact info, STOP language) by default.
Conversation Logging
All texts are logged with timestamps. If someone opts out, it's recorded and they won't receive further automated messages.
Inquiry-Triggered Automations
Our systems are designed around inbound inquiries—someone contacts you first, then the system responds.
Opt-Out Handling
When someone replies STOP, they're automatically removed from automated messages. No manual work needed.
What We Will Not Support
These activities are risky, potentially illegal, and not what our systems are designed for:
- Cold outbound texting to people who haven't contacted you
- Messaging purchased or rented contact lists
- Messaging scraped phone numbers from the internet
- Mass "blast" campaigns to strangers
- Hiding your business identity in messages
- Removing or hiding opt-out options
If you're asked to do any of the above, we'll decline. Our systems are built for legitimate business communication, not spam.
Your Responsibilities
We provide the tools and guidance, but as the business owner, you're responsible for how you use them:
- Use the system to respond to inquiries and communicate with existing customers
- Don't upload or import purchased/scraped contact lists
- Keep your message templates professional and relevant to the service you provide
- Honor opt-out requests promptly (our system does this automatically)
- If you're unsure about a specific use case, consult your legal counsel
- Understand that compliance is ultimately your responsibility as the business owner
Disclaimer
This page provides general guidance about messaging best practices in Canada. It is not legal advice. CASL and other regulations may change, and your specific situation may have unique requirements. If you have questions about compliance for your business, please consult a qualified legal professional.
Questions?
If you have questions about how our systems handle messaging, we're happy to explain. For legal questions about CASL, we recommend consulting a lawyer.
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