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In this video, Derek Johnson from Tatango addresses a common question about sending mass text messages: whether brands must include opt-out instructions in every message. Many brands use phrases like "text STOP to unsubscribe." Johnson emphasizes that the crucial factor is not personal opinion but adherence to regulations. He refers to the CTIA Short Code Monitoring Handbook, which outlines the rules for text message marketing. He indicates that the document contains all necessary guidance on compliance for SMS campaigns.