This guide is general information based on the official sources listed below. It is not legal advice.
Text messages and emails are some of the fastest ways to reach customers, and automated customer service makes them easy to send. In Canada, they are also covered by Canada's anti-spam legislation, usually called CASL.
Here is what the law says, in plain language, with section numbers so you can read the source.
What CASL covers
CASL applies to commercial electronic messages: emails, texts and similar messages that encourage someone to take part in a commercial activity, such as a promotion, an offer or an ad. Under section 6, you may only send these messages if you have the recipient's consent, and each message must meet certain content requirements.
Express and implied consent
Consent can be express, where the person clearly agreed to receive your messages, or implied in specific situations set out in the law. One common case is an existing business relationship. Under section 10(10), that includes:
- A purchase or lease from you within the two years before your message is sent
- An inquiry or application from the person within the six months before your message is sent
What every commercial message must include
Section 6(2) requires each commercial message to:
- Identify who sent it
- Include information that lets the recipient contact you easily
- Include an unsubscribe mechanism
Unsubscribes must be honoured quickly
Under section 11(3), you must act on an unsubscribe request without delay, and no later than 10 business days after it is sent. You cannot ask the person to do anything more once they have unsubscribed.
What this means for automated customer service
A reply to a question a customer just asked you is a different situation from a promotional blast. Even so, it pays to design for CASL from the start:
- Keep a record of how and when each customer gave consent
- Track when implied consent from a purchase or inquiry will expire
- Put your business name and contact details in every promotional message
- Make unsubscribing simple, such as replying STOP to a text, and process it automatically
Where Andreon fits
Our automated customer service is built with these rules in mind: consent tracking, clear identification and automatic unsubscribes. Book a free assessment if you want to talk through how texting would work for your business.
Sources
- Justice Laws: An Act to promote the efficiency and adaptability of the Canadian economy (CASL), S.C. 2010, c. 23
- Government of Canada: Canada's anti-spam legislation
Sources checked on October 17, 2026.
Related service: Automated customer service