Papa John’s faces class action lawsuit for inappropriate text message marketing

The potential of promotional text messages can only be realized if SMS campaigns are conducted properly while following best practices. Sending text messages to the public without considering specific rules and regulations will negate any possible success of a campaign.

Papa John's recently got hit with a $250 million class action lawsuit due to what the suit calls "spammy text messages." According to the suit filed in the U.S. District Court in Seattle on Monday, the pizza chain sent an excessive number of text messages to those who didn't ask for the service. In total, roughly 500,000 unwanted text messages were sent.

"After I ordered from Papa John's, my telephone started beeping with text messages advertising pizza specials," said one of the plaintiffs in a statement. "Papa John's never asked permission to send me text message advertisements."

When initiating such services, it is crucial that the sender confirms with the recipient before sending messages. Despite the plethora of unlimited messaging plans supported by the major mobile carriers, many individuals still pay for each text message or have a limit as to how many they can receive in one month. Sending unwanted messages is not only an annoyance, it could cost the recipient money or hurt the possibility of receiving important messages later in the month.

Conducting such activities can be damaging to a company's reputation . Any subsequent text – regardless of their validity – will be compromised if one unwanted message makes its way to a customer's mobile phone. Swift SMS Gateway offers the tools businesses need to formulate smart messaging strategies and construct effective text message marketing campaigns.