Big news, marketers! The FCC has hit the brakes on its new “One-to-One Rule” for text message marketing, originally set to roll out on January 27, 2025.
That means marketers have another 12 months to breathe easy—well, sort of.
Now, the new deadline is January 26, 2026 (or maybe sooner if the courts wrap things up quickly).
So, what’s all the fuss about?
Let me break it down.
What Is the “One-to-One Rule,” Anyway?
Basically, the FCC wants marketers to get prior written consent from consumers for each specific seller involved in a text campaign. Yup, you read that right—each seller! The idea is to crack down on spammy texts and give consumers more control. But as you can imagine, it’s got marketers (and small biz owners) everywhere sweating over compliance headaches.
Why the Delay?
Turns out, the Insurance Marketing Coalition (IMC) isn’t thrilled about this new rule either. They’re duking it out with the FCC in court, claiming the rule is too burdensome, especially for smaller businesses and platforms that run comparison-shopping campaigns (think LendingTree-style setups).
The FCC heard the cries of compliance pain and said, “Okay, we’ll wait until the courts figure this out.” Smart move, because nobody wants to invest in new systems for a rule that might not survive a legal smackdown.
What Does This Mean for Us Marketers?
Good news: The rules haven’t changed yet! That means we can stick to the current TCPA requirements, which already require written consent for text campaigns. No need to panic (yet). But heads up—if the court gives the green light to the One-to-One Rule, we’ll need to pivot.
What’s Still in Play?
While the FCC hit “pause” on the One-to-One Rule, some updates to fight spammy texts did go live. For example:
- Mobile carriers are now required to block messages from numbers flagged by the FCC as illegal.
- The Do Not Call (DNC) Registry protections now apply to text messages too.
- Email-to-text? It’s officially opt-in only.
So, What’s Next?
The court is reviewing the IMC’s challenge, and they’ll decide whether the rule stands or gets scrapped. If it’s upheld, the FCC will give marketers 90 days to get their stuff together before the rule officially kicks in. (Can someone say compliance sprint?)
For now, use this delay wisely. Audit your text marketing campaigns, clean up your consent records, and start thinking about how you’ll adapt just in case the rule sticks. Oh, and keep an eye out for updates—because you know this story is far from over.
What do you think of the FCC’s decision? Are you ready So, what do you think? Are you team “This rule is a compliance nightmare!” or team “We need this to fight spam!”? Let me know in the comments, and let’s commiserate—or celebrate—together. ?
Noticias Newswire 
