Is mass texting legal for contractors?
Yes, mass texting is legal for contractors—but only if you follow the Telephone Consumer Protection Act (TCPA). This federal law sets specific rules about who you can text, how you text them, and what you must include in each message. Get these details right and you're fine. Get them wrong and you're liable.
You need explicit consent first
The TCPA requires written consent before you send marketing texts to a cell phone. Consent means the customer or crew member actually agreed to receive texts from you—not just that they gave you their number. A text saying "confirm you want job updates" and them replying "yes" counts. Them texting you about an estimate first also counts. Assuming consent because someone is in your customer database does not count. Many contractors lose money on penalty cases because they sent promotional texts to people who never explicitly agreed. If you're texting a current job site crew about timing or material delivery, that's transactional and has different rules—less restrictive. But texting about future services or discounts requires that written consent.
Include your business name and opt-out method
Every text must include your business name at the start or end so the recipient knows who sent it. "This is Henderson Plumbing" takes five words. Every text must also include a clear way to opt out—usually "Reply STOP to unsubscribe." That's not optional. The TCPA requires it. When someone replies STOP, you must honor it immediately. Keep records showing you removed them from your list. You also cannot text between 8 PM and 8 AM in the recipient's time zone. If you're texting crews across multiple states, that matters. A lot of contractors use texting services that automate the time-zone rule and STOP compliance—worth the cost just to avoid manual errors on compliance.
Penalties are real and expensive
Violating the TCPA can cost $500 to $1,500 per text message. That's per message, not per campaign. Send 200 texts without proper consent and you're looking at $100,000 to $300,000 in liability. It's not a fine you negotiate down. The FCC and state attorneys general enforce this aggressively because they get complaints. A roofing contractor in Ohio was hit with $45,000 for sending promotional texts to customers who never consented. Another sent job reminders to crew members late at night and got fined $12,000. These aren't hypothetical. You don't need to avoid texting—you just need to do it right.
How to set up compliant texting
Start by documenting consent. When a customer or crew member first gives you their number, ask directly: "Can we text you about job updates and scheduling." Record their yes. In your crew texts, keep them transactional—updates, times, material needs—not promotional. For customer marketing texts, use a texting service that handles compliance for you. They track opt-outs, enforce time zones, and keep audit logs. It costs $30 to $100 per month but protects you. If you use a CRM that includes texting, check its compliance features. Make sure it documents consent, includes your business name, and provides opt-out options automatically. Don't skip these steps to save money on tools.
Bottom line
Mass texting is legal, but the TCPA has teeth. Get written consent, include your name and opt-out option, and respect time zones. Use a compliant texting tool to handle the mechanics and keep your liability low.