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Derek Johnson from Tatango.com addresses a common question regarding mass SMS campaigns: whether brands need to include opt-out instructions in every text message. He notes that many brands advise recipients to text "STOP" to unsubscribe. While he has personal opinions, he emphasizes the importance of adhering to regulations rather than personal views. The rules are outlined by the CTIA in their Short Code Monitoring Handbook, which contains comprehensive guidelines for text message marketing. Johnson plans to present the relevant information from this document to clarify the requirements for brands sending mass text messages.