What is Swoop?
Swoop is an automated missed-call text-back service that helps small home-service businesses (plumbers, electricians, HVAC, landscapers, cleaners, and similar trades) respond to customers who call when the business can't pick up. Swoop is operated by WelcomeMat Digital LLC.
How Consent Works
When a customer calls a Swoop-enabled business and the business doesn't answer, Swoop sends a single automated text message back to the caller from the business's phone number. The customer's act of calling the business is the consent signal that authorizes this transactional reply.
This consent basis is recognized under:
- FCC's "prior express invitation or permission" doctrine — when a consumer initiates contact by calling a business's published number, the business may respond via SMS to that same number for the limited purpose of addressing the consumer's inquiry.
- CTIA Messaging Principles & Best Practices — call-back response messages to customer-initiated calls are treated as transactional, not promotional.
Swoop does not import, purchase, or accept uploaded phone number lists. Every recipient is a person who personally called the business within the prior 30 days.
Opt-In Flow (Standalone Step)
The opt-in to receive an SMS from a Swoop-enabled business is a single, standalone event — not bundled with any other agreement, term, marketing message, or account action. Here is the complete flow:
1
Customer initiates contact by voluntarily dialing the business's published phone number. This call is the standalone opt-in action — no checkbox, no form, no bundled agreement, no purchase required.
2
Business misses the call. Swoop logs the missed-call event from the caller's number (the same number the customer voluntarily dialed from).
3
A single confirmation SMS is sent within seconds back to the caller. The message contains only: the business name, the purpose (returning your missed call), the rate disclosure (Msg&data rates may apply), and the opt-out keyword (reply STOP). It contains no marketing, no third-party content, and no bundled terms.
4
The customer can stop or get help at any time by replying STOP, HELP, or START. These keywords are enforced at the platform level by Swoop, independently of any business or third-party agreement.
What this opt-in is NOT bundled with:
- Not a website checkbox combined with Terms of Service or Privacy Policy acceptance.
- Not a purchase, sign-up, account creation, or login step.
- Not a marketing list, promotional offer, or third-party data-sharing agreement.
- Not a “by clicking here you also agree to receive SMS” combined consent.
The opt-in is a single, customer-initiated phone call. The reply SMS is a transactional response to that call. Together they constitute the complete, standalone opt-in flow.
The First Message Customers Receive
The very first SMS sent to a caller always includes branded identification, an opt-out instruction, and rate disclosure. Example:
Hi! This is Mike's Plumbing returning your missed call. Msg&data rates may apply, reply STOP to opt out or HELP for help. How can we help?
The business name is substituted dynamically. The wording is consistent across all Swoop-enabled businesses to ensure carrier compliance.
Message Types & Frequency
- Missed-call response — 1 message sent within seconds of an unanswered call.
- Conversational replies — Up to 3 AI-assisted replies in response to messages the customer sends back, then hand-off to the business owner.
- Follow-up reminders — Up to 3 reminders (day 1, day 3, day 7) if the customer goes silent. All are still tied to the original missed-call event.
Typical volume per missed call: 1–7 messages, depending on whether the customer responds. No marketing, no promotional content, no third-party advertising.
How Customers Opt Out
Customers can stop messages at any time by replying with any of these keywords:
- STOP — Unsubscribes immediately. A single confirmation message is sent, and no further messages will be delivered from that business's number.
- HELP — Returns a help message with the business name, a privacy policy link, and re-subscribe instructions.
- START — Re-subscribes a previously opted-out customer.
Opt-out status is enforced at the platform level and cannot be overridden by the business.
Data & Privacy
Swoop stores the caller's phone number, the timestamp of the missed call, and the conversation history strictly to operate the service. Message bodies are processed by OpenAI's API to generate AI replies. Data is retained for 12 months and is not sold or shared with third parties.
Full details: welcomematdigital.com/swoop/privacy.html
Acceptable Use
Businesses using Swoop agree not to use the service for marketing blasts, list imports, debt collection, political or fundraising messages, or any SHAFT-category content (sex, hate, alcohol, firearms, tobacco). Violations result in immediate suspension.
Full terms: welcomematdigital.com/swoop/terms.html
Note for carrier reviewers: This service operates on a verified toll-free number for internal testing and on individually-provisioned 10DLC long-codes per customer business (registered under the WelcomeMat Digital LLC A2P Brand and a single shared "missed-call response" campaign). The consent basis (customer-initiated call) is identical across both number types.
Contact
For questions about this policy or Swoop's messaging practices:
Last updated: June 4, 2026.