Skip to content
OmniChannels.ai
Menu

Bulk SMS in Canada: CASL, CRTC and Short Code Guide

Bulk SMS Canada guide: CASL consent, identification and unsubscribe rules, CRTC, short codes via txt.ca, Rogers, Bell and Telus, and French accents in SMS.

Updated 10 min read

By OmniChannels.ai Editorial Team · Reviewed by BroadNet Messaging Solutions Team

SMS & OTP

Short answer

To send bulk SMS in Canada, get express or valid implied consent under Canada's Anti-Spam Legislation (CASL) before any commercial text, identify your business in the message, and include an unsubscribe route that you honour within 10 business days. Send through a provider with routes to Rogers, Bell and Telus, and use a short code or a long code, because Canada does not use registered alphanumeric sender IDs.

On this page
  1. What rules apply to bulk SMS in Canada?
  2. Does CASL apply to text messages?
  3. What counts as consent under CASL?
  4. What must a Canadian commercial text include?
  5. How do short codes and long codes work in Canada?
  6. Which operators carry SMS in Canada?
  7. How should you separate OTP and promotional traffic?
  8. How do English and French text affect SMS length?
  9. When should you send?
  10. A worked example: a Quebec bakery group
  11. What are the common mistakes?
  12. How OmniChannels.ai helps

Key takeaways

  • CASL covers commercial messages sent by text message: you need consent (express or implied), identification of the sender and an unsubscribe mechanism, and the burden of proving consent is on you.
  • Express consent does not expire but can be withdrawn at any time; implied consent from an existing business relationship generally lasts 2 years, and 6 months for an inquiry or application.
  • Unsubscribe requests must be processed without delay and no later than 10 business days, at no cost to the person, and the contact details you give must stay valid for at least 60 days.
  • Our regulation data lists CRTC as the regulator and common short codes or long codes as the sender types, with short codes applied for at txt.ca and a typical lead time of 3 to 6 weeks after txt.ca approval.
  • Rogers (302-720), Bell Canada (302-610) and Telus (302-220) all appear in our coverage data with direct routes.

This guide is for marketing, retail, healthcare and operations teams that want to text people in Canada: appointment reminders, codes, delivery alerts and promotions. It explains what CASL requires, how short codes and long codes work, which networks carry your traffic and how English and French text affect message length. It is a practical overview, not legal advice; confirm your program with Canadian counsel and the carriers.

What rules apply to bulk SMS in Canada?

Two sets of rules apply: Canada's Anti-Spam Legislation (CASL) for consent and content, and carrier and short code program rules for how messages are sent. Our regulation data lists the Canadian Radio-television and Telecommunications Commission (CRTC) as the regulator.

Layer What it covers Where to check
CASL Consent, sender identification, unsubscribe for commercial electronic messages, including texts CRTC CASL FAQ, the Act
CRTC Regulator; publishes CASL guidance and enforcement decisions crtc.gc.ca
Carriers and txt.ca Short code applications, codes of conduct, filtering txt.ca

Does CASL apply to text messages?

Yes. According to the CRTC, commercial messages sent over a text messaging service are subject to CASL because they are sent to an electronic address. A commercial electronic message is one where at least one purpose is to encourage the recipient to take part in a commercial activity, so promotions are covered. A message that only answers a request or inquiry the person made has lighter requirements, and a quote they asked for still needs your identification and an unsubscribe mechanism.

CASL asks three things of a commercial text:

  1. Consent, express or implied.
  2. Identification of who you are.
  3. An unsubscribe mechanism that works.

Consent is either express (an explicit agreement) or implied (arising from a recognised relationship), and the burden of proving it is on you. The CRTC says the onus is on the person who claims to have obtained consent to prove it.

Type How it arises How long it lasts
Express The person clearly agrees to receive your messages, for example by ticking an unticked box or texting a keyword Does not expire, but the person can withdraw at any time
Implied: existing business relationship A purchase or contract with you Generally 2 years after the event that created the relationship
Implied: inquiry or application The person asked about your products or applied 6 months

Express consent is the safe base for marketing lists. Record it with the exact wording shown, the date and time, the channel and the number, and never use a purchased list. Our opt-in consent generator drafts wording, and the guide to opt-in consent across channels covers record keeping.

What must a Canadian commercial text include?

It must identify the sender, give a way to contact them and offer a no-cost unsubscribe. Under section 6 of CASL, the message must identify the person sending it and anyone on whose behalf it is sent, and give the recipient a way to contact one of them. CRTC guidance says to include the business name, a current mailing address and a phone number, email or web address, and those contact details must stay valid for at least 60 days after sending.

For unsubscribe, section 11 requires a mechanism at no cost to the person, and a request must be processed without delay and no later than 10 business days. For texts, the CRTC cites replying STOP as an example. Make unsubscribes immediate in your system, because that costs nothing and removes risk.

Fitting the identification details into a short text takes thought. A common approach is to start with the business name and link to a page with the address and contact details; check the exact wording with your counsel. The example texts below leave room for this.

How do short codes and long codes work in Canada?

Canada uses short codes and long codes for business SMS, not registered alphanumeric sender IDs. Our regulation data lists "common short code or long code" for the main networks, and records that short codes are applied for at txt.ca and carried only if at least two separately owned carriers agree. Long-code requirements are confirmed during onboarding. The typical lead time in our data is 3 to 6 weeks after txt.ca approval.

Sender type Best for Watch out for
Short code High volume, alerts and large programs Application and carrier agreement; plan weeks, not days
Long code Two-way conversations, reminders, smaller volume Throughput and filtering limits; requirements confirmed at onboarding

The same trade-offs are explained in short code vs long code vs toll-free; the glossary defines short code and long code. The 10DLC scheme described there is a US system, so do not apply it to Canadian traffic. Check the position with the Canada sender ID page and the sender ID checker, and see SMS sender ID types for the background.

If you want our team to prepare and file the application, see registrations; approval decisions stay with the carriers.

Which operators carry SMS in Canada?

Three networks appear in our coverage data, each with a direct route:

Operator MCC-MNC
Rogers 302-720
Bell Canada 302-610
Telus 302-220

Read delivery reports per operator, not as one blended figure. If one network lags, the cause is usually content or the sender setup, and our guide to improving SMS delivery rates shows how to find it.

How should you separate OTP and promotional traffic?

Keep OTPs and service messages on their own number or code and promotions on another. A promotion inside a login code message makes it commercial and invites complaints that can get a code filtered.

Traffic Example Practice
Transactional OTP, booking confirmation, delivery alert Own number; no promotion inside
Promotional Sale, new product, loyalty offer CASL consent, identification, unsubscribe line
Mixed "Your order shipped. Get a free item next time" Avoid; the offer makes it commercial

Our OTP authentication messages guide covers code content and security.

How do English and French text affect SMS length?

Plain English fits the default GSM 7-bit alphabet, so one message holds 160 characters (153 per part when split). French is trickier: some accented letters are in GSM-7 and others are not. The letters é, è, à, ù and uppercase Ç are in the alphabet, but lowercase ç and the circumflex and diaeresis vowels (ê, â, î, ô, û, ë, ï) are not. One of those letters moves the whole message to Unicode, which holds 70 characters (67 per part). See GSM-7 and concatenated SMS.

These examples were counted against the limits (Boulangerie Mont-Royal and Maple Ridge Dental are synthetic):

Message Encoding Characters Parts
Boulangerie Mont-Royal: your order is ready. Pick it up before 6 pm. Reply STOP to unsubscribe. GSM-7 95 1
Boulangerie Mont-Royal: votre commande est prete. Passez la chercher avant 18 h. Pour vous desabonner, repondez STOP. GSM-7 117 1
Boulangerie Mont-Royal: votre commande est prête. Passez la chercher avant 18 h. Pour vous désabonner, répondez STOP. Unicode 117 2
Maple Ridge Dental: Hi Sam, your cleaning is booked for Tue 17 Nov at 10:00. Reply STOP to unsubscribe. GSM-7 103 1

The third row differs from the second only by one letter, the ê in "prête", yet it needs two parts. Writing French without accents is a trade-off with readability, so decide whether the readability or the single segment matters more for each message type, or accept Unicode for promotions and keep codes plain. Check copy in the SMS character counter and read SMS character limits and Unicode for other scripts.

When should you send?

We have not found a regulator-published time-of-day window for promotional SMS in Canada, and our regulation data records none. Send promotions in the recipient's local daytime and mind the time zones, which range across the country. OTPs and alerts can go at any hour. The send time planner helps schedule by local time, and SMS marketing rules by country compares markets.

A worked example: a Quebec bakery group

"Boulangerie Mont-Royal" (synthetic) has 12 shops in Montreal and wants pickup alerts and a weekly offer.

  • It collects express consent at the till and online with an unticked box, in French and English, and stores wording, timestamp and number.
  • Pickup alerts go from one number and the weekly offer from another, so a stopped promotion never affects order alerts.
  • Each text starts with the business name and gives an unsubscribe line; the footer link leads to a page with the mailing address and contact details.
  • STOP replies update a suppression list immediately.
  • It applies for a short code through its provider early, because 3 to 6 weeks after txt.ca approval is a long time to discover a delay.

What are the common mistakes?

  • Assuming a purchase gives permanent consent. Implied consent from a relationship expires.
  • No proof of consent. The burden is yours.
  • Slow unsubscribes. The 10 business day limit is a ceiling, not a target.
  • Applying US 10DLC rules. Canada uses short codes and long codes.
  • One accent switching a whole French message to Unicode without anyone noticing the extra segment.
  • Treating lead times as promises.

How OmniChannels.ai helps

OmniChannels.ai is powered by BroadNet, which has direct routes to Rogers, Bell Canada and Telus in our coverage data. We prepare and file short code applications and sender setup with you, support English and French content, and give per-operator delivery reports, two-way SMS and SMPP 3.4 for high volume. For indicative list prices see the Canada SMS pricing page, then book a demo. Small team? Our SMS marketing guide for small businesses covers the basics.

Frequently asked questions

Is bulk SMS legal in Canada?

Yes, with the right consent and format. CASL regulates commercial electronic messages, including texts, and requires consent, sender identification and a working unsubscribe mechanism. Carrier rules and short code programs add further requirements. This guide is general information, not legal advice; confirm your program with Canadian counsel.

Does CASL apply to text messages?

Yes. The CRTC says commercial messages sent over a text messaging service are subject to CASL, because they go to an electronic address. A message is commercial if one of its purposes is to encourage commercial activity, so a promotion or a coupon qualifies, while a one-time reply to a request the person made has lighter requirements.

What is the difference between express and implied consent under CASL?

Express consent is an explicit agreement, such as ticking a box, and it lasts until withdrawn. Implied consent arises from certain relationships, for example a purchase in the past 2 years or an inquiry in the past 6 months, and expires. If you rely on consent you must be able to prove it, so keep the date, source and wording.

How fast must I honour an unsubscribe request in Canada?

Without delay and no later than 10 business days after the request, at no cost to the recipient. Replying STOP is a mechanism the CRTC gives as an example for texts. Build STOP handling so that it is immediate, because a short delay is easy to automate and a late stop is a compliance risk.

Can I use an alphanumeric sender ID in Canada?

Our regulation data lists a common short code or a long code for Canada and does not describe a registered alphanumeric sender ID scheme. Use a short code for high volume or a long code where the provider confirms it for your use case, and put your business name at the start of the message.

How long does a Canadian short code take?

Our published lead time is 3 to 6 weeks after txt.ca approval, and a short code is carried only if at least two separately owned carriers agree. Treat the range as a planning figure, not a promise, since carriers decide. Start the application well before a campaign date.

Sources

  1. Frequently Asked Questions about Canada's Anti-Spam Legislation, CRTC
  2. CASL guidance on implied consent, CRTC
  3. Canada's Anti-Spam Legislation (S.C. 2010, c. 23), Justice Laws Website
  4. Apply for a short code, txt.ca
  5. Canadian Radio-television and Telecommunications Commission (CRTC)
  6. 3GPP TS 23.038: Alphabets and language-specific information

Keep reading

More guides