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In this video, Derek Johnson from tatango.com addresses a common question regarding mass text messaging: whether brands must include opt-out instructions in every message. Many brands use phrases like "text STOP to unsubscribe." Johnson emphasizes that while individual opinions may vary, the important factor is adherence to established rules. These rules are outlined in the CTIA Short Code Monitoring Handbook, which serves as the comprehensive guide for text message marketing regulations. He aims to clarify these guidelines for brands engaging in SMS campaigns.