Call Bullet

Legal

Messaging and Marketing Policy

The rules for lawful, expected and accountable outbound calls and SMS.

Last updated: 8 October 2026

1. Your responsibility

You are responsible for every call or message you initiate, including traffic sent through an employee, AI agent, integration or API key. Before contacting someone, determine whether the communication is transactional, service-related or marketing and establish the permission required by UK law.

2. Consent and evidence

  • Keep dated evidence showing who agreed, what they agreed to, how they agreed and which organisation was named.
  • Do not rely on bought, scraped, rented or indirectly acquired lists unless you can prove the recipient’s valid permission specifically covers your communication.
  • Screen live marketing calls against TPS and CTPS where required and respect objections regardless of list status.
  • Use consent only for the purpose, channel and period reasonably communicated to the recipient.

3. Sender identity and replies

Messages and calls must identify the responsible organisation accurately. An alphanumeric sender name can display a brand but normally cannot receive a reply. A reply-capable number should be used where a conversation or SMS opt-out reply is expected. Do not imitate another brand or use a caller identity you do not control.

4. Marketing messages and STOP

Marketing messages must include a simple, effective way to opt out. Call Bullet’s suppression controls help process recognised opt-outs, but you must monitor replies and every other channel through which a recipient can object. Once someone opts out, do not contact them again for the same marketing purpose unless they later give fresh permission.

5. Content and timing

  • Do not send prohibited content under the Acceptable Use Policy.
  • Use accurate, non-misleading offers and identify conditions clearly.
  • Avoid unreasonable hours and excessive frequency. Call Bullet controls do not replace your judgement about the recipient and context.
  • Keep templates, contact sources, campaign purpose and job, lead or customer references accurate for accountability.

6. Delivery, parts and charges

A long message or certain characters can create multiple billable message parts. Status events reflect network reports and may be delayed, changed or unavailable. Delivered does not mean read. You are responsible for charges generated by authorised keys, users and integrations.

7. Monitoring and enforcement

We may review traffic patterns, complaints, opt-outs and delivery failures to protect recipients and networks. We may require evidence, slow or block traffic, reject a sender, or suspend messaging where risk is not resolved.