The longer answer
The legality of cannabis SMS depends on three layers: federal TCPA rules (which apply to all marketing SMS), state-specific cannabis advertising rules (which vary materially by state), and carrier policies enforced through 10DLC. Operators who get all three right are deliverable and compliant. Operators who skip any of the three accumulate risk.
Federal: TCPA requires prior express written consent for marketing SMS to a wireless number. Consent must be voluntary, attributed to a source, and time-stamped. Failure to honor STOP is a per-message violation with statutory damages of $500-$1,500 each.
State: cannabis advertising rules vary. Some states cap how often you can text, some prohibit price promotion, some require specific disclosures. A platform built for cannabis enforces these per-state without operators having to maintain a separate playbook.
Carrier: U.S. carriers (AT&T, T-Mobile, Verizon) require registered 10DLC traffic and apply heightened scrutiny to cannabis content. Banned words, link reputation, and complaint rates all affect whether messages reach handsets.