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Derek Johnson from Tatango addresses a common question about mass text messaging: whether brands must include opt-out instructions, such as "text STOP to unsubscribe," in every message. While many brands include this information, the critical factor is adherence to regulations established by the CTIA (Cellular Telecommunications Industry Association). The CTIA Short Code Monitoring Handbook outlines the necessary rules for text message marketing. Johnson emphasizes that understanding these guidelines is essential for compliance, regardless of personal opinions on the subject.