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HOT TOPICS
2015 GNYADA Membership Directory
118
TEXTING CUSTOMERS RISKY FOR DEALERS
By Randy Henrick
As your customers become comfortable with communicating with you via text messaging, dealers may be
tempted to use texting to market and advertise products and services. But texting is considered a form of
telemarketing and the rules on obtaining consents for selling via texting have changed dramatically over
the past few years. Nowadays, you must go above and beyond such things as verbal consent and having
“established business relationship.”
Potential Trouble
If a customer brings his or her car in for service and asks to be texted when the job is complete and his or
her car is ready for pickup, that’s a transaction call and the consumer just giving their cell number with the
repair order is sufficient. However, adding text about additional services their vehicle needs or special offers,
is considered telemarketing and that requires express written consent.
Potential Damages
Damages range from $500 to $1,500 per text violation, which can
be asserted in a class action without a cap on liability.
A large automotive dealer group recently settled a
claim for $2.5 million—the lawsuit contended it did
not have prior written consents for text messaging.
The settlement consisted of $175 fine for each text,
increasing to $500 if the customer had opted out,
$10,000 to the named plaintiff, and $600,000 for the
plaintiff’s attorney’s fees.
Best Practices
Communicate via text with your customer only to the
number the customer authorized and only to provide
information, not to sell or promote special offers. Use
a standard smart phone to text one by one (to avoid
autodialing/telemarketing) and you should be safe.
Avoid using a PC or a phone that can autodial multiple
number and don’t use a prerecorded message. You
could be liable for violating the FCC rule.
Randy Henrick is Associate General Counsel and lead Compliance Counsel for Dealertrack Technologies, Inc. This article is intended
for information purposes only and does not constitute the giving of legal or compliance advice to any person or entity. Because of
the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon
without specific legal advice based on your particular situations from a knowledgeable attorney or compliance professional licensed
to practice in your state.