Tatango Uses Natural Language Processing to Reduce TCPA Litigation Risks

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Tatango is now the first in the text message marketing industry to use natural language processing in their software platform to assist businesses in identifying opt-out requests from consumers.

Tatango, a leading text message marketing software provider, announced today the first use of natural language processing to reduce business litigation risks from the Telephone Consumer Protection Act (TCPA) .

The TCPA requires that consumers can opt out out of receiving text messages at anytime using any reasonable method. Most software providers will automatically opt out consumers from receiving text messages when they text one of these commands: “stop”, “cancel”, “end”, “quit”, “optout”, “remove”, or “unsubscribe”.

After analyzing millions of text messages, Tatango found that up to 40% of opt-out requests do not use those specific commands.

In the last 10 years, the number of TCPA lawsuits filed against businesses have increased a staggering 35,614%, with over 5,000 lawsuits filed last year. Many of the consumers who file these TCPA lawsuits claim that they’ve received text messages from a business, even after they’ve requested to be opted out. This is because many of those consumers used a natural language opt-out request, such as the following:

  • “I’ve changed my mind, no more text messages to this phone”
  • "Please don't send any further messages"
  • “Delete me from this list”

This issue has created a significant litigation risk for businesses using text message marketing, as each text message a consumer receives after they’ve requested to be opted out is a violation of the TCPA. Consumers can sue a business for $500 to $1,500 per text message that violates the TCPA, and class action settlements and judgments can reach into the multi-millions of dollars.

To assist businesses in identifying opt-out requests, Tatango is now the first in the text message marketing industry to use natural language processing in their software platform. This new technology helps businesses, as it identifies natural language opt-out requests from consumers.

Derek Johnson, CEO of Tatango says, “When speaking to businesses about TCPA compliance, one of their top concerns is ensuring that no matter how an opt-out request is articulated by the consumer, it’s processed properly by the software platform.” Johnson continues, “This is yet another example of how Tatango is using new technology to keep its clients out of harm's way when it comes to TCPA compliance.”

About Tatango

Tatango provides text message marketing software, allowing marketers to build and manage their SMS, MMS and RCS marketing campaigns. Since founding the text message marketing software company in 2007, Tatango has powered some of the largest, and most well-known SMS, MMS and RCS mobile marketing campaigns in the world.

Tatango is a privately held corporation headquartered in Seattle, WA, with investments from the Seattle Alliance of Angels. For more information visit: http://www.tatango.com.

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Jesse Logister
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