Starting September 1, 2025, Texas is tightening its rules around SMS marketing. If you’re running a Shopify store and using Klaviyo (or any SMS platform) to send texts to customers in Texas, there’s a new law you can’t ignore.
What’s Changing in Texas SMS Law
Texas has updated its Business and Commerce Code to expand the definition of “telephone solicitation.” Up until now, this law only applied to phone calls. Beginning September 1, text messages will also fall under this regulation.
This means that if you’re a business located in Texas, or if you send SMS campaigns to Texas residents, you may be required to register with the Texas Secretary of State.
Failing to do so could result in fines of up to $5,000 per message — a painful risk for any eCommerce brand.
How This Impacts Shopify Stores Using Klaviyo SMS
Most Shopify brands rely on SMS as one of their highest-converting channels, often powered by Klaviyo SMS. If your customer base includes Texas residents, this law impacts you directly. Even if your store isn’t based in Texas, sending a single text to a Texas number without registration could put you at risk.
What Shopify Merchants Should Do Next
Here are the key steps to protect your business and keep your Klaviyo SMS marketing compliant:
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Confirm if the law applies to you: If your SMS campaigns include Texas phone numbers, you’ll need to take action.
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Register with the Texas Secretary of State: Complete the required filing before September 1, 2025.
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Talk to your legal counsel: Klaviyo has made it clear this is not legal advice — get confirmation from your attorney if you’re unsure how the law applies to your brand.
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Segment your SMS list: While you work on compliance, you can filter out Texas contacts in Klaviyo to avoid risk. Many brands are setting up flows to automatically exclude Texas numbers until registration is complete.
Why This Matters for eCommerce Growth
SMS is one of the most profitable channels for DTC and Shopify brands. With high open rates and fast ROI, it’s too valuable to pause entirely. By taking care of compliance now, you’ll protect your business and keep SMS working as a reliable revenue driver.
At Netalico, we help Shopify merchants set up Klaviyo SMS flows, optimize campaigns for conversions, and navigate compliance changes like this one. If you’d like help adjusting your SMS strategy for Texas or making sure your list is properly segmented, our team is here to guide you.
