Actual spam calls have become a pervasive annoyance. On the other hand, text messages delivering information about exclusive sales and discounts are surely not if you have signed up for such messages.  But what about if those coveted discount code text messages are received late at night or early in the morning? That’s the question being raised in a flurry of class action complaints filed by the same Florida-based law firm.  

Key Takeaways

While these claims are sorted out, we recommend that businesses who send marketing messages ensure that such marketing messages are sent between the hours of 8:00 am and 9:00 pm based on the call recipient’s location. How do you determine the call recipient’s location for cell phones? A defensible position is using the call recipient’s area code to determine the caller’s location, although this is not a fool-proof method as people travel to different time zones with their cell phones. However, using the area code to assess location gives the business a defensible position, for now, as the plaintiffs in these recent class actions claim that they live in the area associated with their telephone’s area code. That defense may still be subject to challenge, though. In the alternative, businesses could obtain prior express written consent to receive marketing messages throughout the day, although from the plain reading of the Telephone Consumer Protection Act (“TCPA”), this should not be required.