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Derek Johnson from tatango.com addresses a common question regarding mass text messaging for brands: whether it's necessary to include opt-out instructions in every message. Many brands use phrases like "text STOP to unsubscribe." Derek emphasizes that personal opinions are irrelevant; what truly matters is adherence to regulations established by the CTIA. He mentions the CTIA Short Code Monitoring Handbook, which outlines all the rules for text message marketing, indicating that it is a comprehensive document that brands should consult for guidance.