// THE PLAYBOOK
Guides for SMS, RCS and phone campaigns
What we have learned from preparing lists for campaigns across Europe: the rules in each country, how to test a list before you pay, and how to write for the audience you bought.
Rules · 6 countries
SMS & phone marketing rules in Europe
What the UK, the Netherlands, Denmark, Italy, Portugal and Austria expect before you text or call people for marketing — consent, do-not-call registers and the regulators, in plain English.
9 October 2026 · 3 min readBuying guide
Fresh vs old phone lists
Why phone lists lose value every month, the signs of a tired or resold list, and a simple way to test any list before you spend money on a campaign.
9 October 2026 · 3 min readExplainer · RCS
What is RCS messaging?
RCS explained: what rich messages can do that SMS cannot, which phones support them, what a business needs to send them, and when an RCS-ready list is worth it.
9 October 2026 · 3 min readCampaign guide · 55+
Reaching seniors 55+ by message
Which offers work for people over 55, how to write a message they trust, when to send it, and the mistakes that get campaigns ignored or reported.
9 October 2026 · 3 min readCampaign guide · B2B
Reaching small businesses by message
How to sell to shops, salons, garages and cafés by text: which offers work, how to write a B2B message owners answer, when to send, and the rules that still apply.
9 October 2026 · 3 min read