FCC’s TCPA Amendment and Hi Marley’s Commitment to Compliance

At Hi Marley, protecting consumer rights and supporting our customers with confidence in compliance is foundational to how we operate.

We understand the importance of mitigating risk while preserving a positive policyholder experience. Our commitment to regulatory compliance, including the Telephone Consumer Protection Act (TCPA), remains a top priority.

What Changed with the FCC’s Recent TCPA Ruling?

In February 2024, the Federal Communications Commission (FCC) made an amendment to the TCPA and published a final rule to strengthen consumers’ ability to stop robocalls and robotexts. While the rule was enacted in April 2024, the Office of Management and Budget (OMB) needed to review the new consent revocation provisions. With that review now complete, the full rule took effect on April 11, 2025.

This rule includes two key requirements that directly impact Hi Marley and our customers:

1. Expanded Opt-Out Keywords: The FCC recommends additional keywords to trigger an opt-out.
2. Recognizing Revocation of Consent: The ruling requires companies to recognize any words or phrases that clearly revoke consent as valid opt-out requests.

Hi Marley’s Approach to Compliance and Customer Support

Our platform already enforces opt-out mechanisms, and we will continue to enhance these features to remain compliant with evolving regulations.

Expanded Opt-Out Keywords

In line with FCC guidance, Hi Marley expanded the list of keywords that automatically trigger an opt-out. While we already supported “stop,” “cancel,” “unsubscribe,” and “end,” we’ve now added keywords like “revoke” and “opt-out” to ensure comprehensive coverage. This makes it even easier for policyholders to revoke consent when they choose.

Recognizing Consent Revocation in Broader Phrases

The FCC’s ruling introduces the possibility of consumers revoking consent through phrases not explicitly listed as opt-out keywords.

Hi Marley’s legal team interprets this to mean that:

Organizations should make a good-faith effort to assess when a message implies revocation, even if a recommended keyword isn’t used.

For example, if a customer says:

• “That’s enough, I want this to end” could be interpreted as an opt-out—or dissatisfaction with service.
• “I want you to stop texting me until you connect with my auto body shop” might signal a temporary pause, not a full opt-out.

While we aim to recognize clear opt-out requests automatically, our platform also supports flexibility in interpretation, giving insurance professionals the ability to assess intent.

To support this, we’ve made it simple for insurance professionals to manually opt out a customer at any time. If a customer texts, “I’ve decided I no longer want to text,” the professional can take immediate action to honor the request.

A Trusted Partner in Secure Communication

Hi Marley is here to assist you in navigating complex regulations and delivering a secure, compliant customer experience. To support the latest TCPA updates, we combine automated keyword detection with human-in-the-loop review to ensure opt-out intent is accurately identified and respectfully actioned.

Have questions about TCPA compliance or how Hi Marley can support your communication strategy? Reach out to your Customer Success Manager—we’re here to help.