Guide
PECR and SMS for UK cleaning firms
Quick answer
UK cleaning firms using SMS should treat promotional messages and service messages differently, always identify the business, and include a simple opt-out on marketing texts. Read the ICO’s PECR guidance before you scale messaging.
PECR sits alongside UK GDPR. If you text customers about offers, missed calls or reminders, these rules matter.
Marketing vs service messages
Marketing SMS generally needs consent or another permitted ground, with an opt-out in every message. Service messages (confirming a booking, or responding to a missed call with a practical next step) are often treated differently — but they must still be relevant and identify you.
Practical habits for cleaners
- Write texts in your business name, not a mystery number.
- Put a clear STOP / opt-out line on marketing messages.
- Do not buy contact lists of homeowners to blast.
- Keep a record of how you obtained a number when you use it for marketing.
- If you use a provider (Twilio and similar), you still remain responsible for compliance.
This guide is general information for UK cleaning owners, not legal advice.
Sources
ICO, Electronic mail marketing (PECR); ICO, Guide to PECR.
Common questions
Is a missed-call text marketing?
Often it is treated as a service response to someone who just called you, which is different from a promotional blast to a bought list. You still need careful wording and an opt-out. Get advice if unsure.
Do I need consent for appointment reminders?
Service messages about a booking the customer already made are generally handled differently from marketing. Still identify your business and keep messages relevant.
Where can I read the official rules?
Start with the ICO’s PECR guidance on electronic mail marketing (ico.org.uk). This page is a plain-English overview, not legal advice.
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