Takeaway SMS marketing in the UK: the rules, what to send and what it costs
A text message is one of the cheapest ways to bring a customer back on a quiet night. It is also regulated. This guide covers the UK rules in plain English, what is worth sending, and what it costs. It is general information, not legal advice.
The rules: PECR and consent
In the UK, marketing texts are covered by the Privacy and Electronic Communications Regulations (PECR) alongside data protection law. In short you need to be able to show either:
- Consent: the customer clearly agreed to receive marketing texts from you, or
- The "soft opt-in": you collected their details during a sale, you are marketing similar products, and you gave them a simple chance to refuse when you collected their details and in every message.
Buying a list of mobile numbers is not a safe route. Always include who is sending the message and an easy way to opt out.
What happens when it goes wrong
The ICO fined Papa Johns £10,000 in 2021 for sending 168,022 marketing messages without valid consent. It had relied on the soft opt-in but had not given customers a simple opportunity to refuse marketing when it collected their details, including over the phone (The Register). The lesson for a takeaway is the same: ask at the point of order, make it easy to say no, and record the answer.
How to collect numbers properly
- Add a clear tick box or question on your online ordering page: "Send me offers by text. You can opt out at any time."
- When taking phone orders, ask the question and note the answer.
- Put a short opt-out line, such as "Reply STOP to opt out", on every message.
- Remove anyone who opts out straight away.
What to send
- A quiet-night offer, such as a free side with a collection order
- A new menu item or a weekend deal
- A thank-you with a repeat-order code
- Opening hours changes for bank holidays
Keep it short, make the offer clear and use your business name as the sender. Two or three messages a month is plenty for most takeaways.
What it costs
Our SMS marketing is from 5p a message, falling to 4p from 2,000 messages. Sending an offer to 1,000 customers who have agreed to hear from you is about £50. See all prices or the takeaway package.
Frequently asked questions
Can I text customers who ordered from a delivery app?
Not unless you have collected their details yourself and have consent or a valid soft opt-in. Delivery apps generally keep the customer relationship, which is one reason to build your own direct ordering.
Do I need to say who is texting?
Yes. Marketing messages must identify the sender and give a simple way to opt out.
Is email marketing the same?
Similar rules apply to electronic marketing by email to individuals. Consent and a clear opt-out matter in both.