SMS and Email Communications Policy
Salon Guild CRM, part of the Opti Flo ecosystem
Last updated: 28 July 2026
This document is not legal advice and should be reviewed by a solicitor before publication, particularly to confirm compliance with PECR and, where any salon client is contacted while outside the UK, any additional applicable rules.
This policy explains how SMS and email messages are sent through Salon Guild CRM, both to salon owners (operators) from Opti Flo Apps Ltd, and by salon owners to their own clients using the platform's Communications features.
1. Messages from Opti Flo Apps Ltd to salon owners
We may send you service messages by email (billing notices, account security, service updates) as part of your contract with us, and, where you've opted in, marketing messages about Salon Guild CRM and the wider Opti Flo ecosystem. You can unsubscribe from marketing messages at any time using the link in any marketing email, without affecting your ability to receive essential service messages.
2. Messages sent by salons to their own clients
Salon Guild CRM's Communications features (SMS and email, powered by Twilio and Resend) let a salon message their own clients directly, for example booking confirmations, reminders, follow-up, and marketing.
Consent model. Client consent to receive SMS and email communications is collected as an opt-in step at client signup, before any marketing message is sent. This means a client actively agrees to receive messages from the salon at the point they sign up, rather than being enrolled automatically. Salons are responsible for making sure this opt-in step is actually presented and completed before adding a client to any marketing communication.
Unsubscribe. Every marketing SMS and email sent through the platform includes a clear unsubscribe mechanism: an unsubscribe link in emails, and reply-STOP handling in SMS, consistent with standard UK carrier requirements. Opt-outs are honoured platform-wide and take effect promptly. A salon cannot re-add an unsubscribed client to marketing messaging without the client opting back in again.
Transactional versus marketing. Transactional messages directly tied to a service the client has requested, such as a booking confirmation or an appointment reminder for a booking they've made, are treated differently from marketing messages under UK rules, and may not require the same opt-in in all cases. However, we recommend salons apply the same opt-in standard consistently, and Salon Guild CRM's default configuration collects consent at signup for both types to keep this simple and defensible.
3. Salon responsibilities
As the data controller for their own clients, each salon is responsible for:
- Ensuring the opt-in consent step is genuinely presented to clients, not bypassed or defaulted to checked
- Not sending marketing messages to any client who has not opted in, or who has since unsubscribed
- Keeping message content honest and not misleading
- Complying with PECR and any other applicable UK marketing communications law
Opti Flo Apps Ltd provides the tools (opt-in capture, unsubscribe handling, STOP keyword processing) to support compliance, but cannot guarantee a salon's use of the platform is compliant if these tools are misconfigured or bypassed.
4. Call recording
Where a salon enables call recording (an opt-in feature, off by default), Opti Flo Apps Ltd stores recordings securely and by default for 90 days. Salons enabling this feature are responsible for informing their clients that calls may be recorded, consistent with UK law.
5. Twilio Advanced Opt-Out
Twilio's Advanced Opt-Out feature must remain disabled at the platform level so that Salon Guild CRM's own managed opt-out list remains the single, authoritative record of who has unsubscribed. This is an internal operational note included here for completeness and consistency with our Communications subsystem architecture.
6. Contact us
Opti Flo Apps Ltd
SIU Offices, 4-6 Greatorex Street, London, E1 5NF, United Kingdom
support@optiflo.app