The guidelines include offering people the chance to unsubscribe from a campaign at the outset, and further opportunities to do so in every fifth message sent throughout the campaign.
They also say that SMS messages should only be sent to phones that have specifically opted in, with a clear confirmation such as "yes".
The guidelines were developed by the IPA's digital marketing group, chaired by John Owen of StarCom Motive, with the aim of ensuring that IPA members are aware of regulatory requirements and avoid spamming during SMS campaigns.
Kieran Bourke, mobile marketing spokesperson for the digital marketing group of the IPA, said: "The document is comprehensive and provides guidance on a wide range of topics from consent, response rates, technical and media planning to utilising third-part SMS databases."
The new guidelines will be officially launched at a breakfast briefing on March 20.
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