The difference comes down to this: expressed consent is the permission you get when someone hands you their number, while informed consent is the formal, documented agreement the law requires before you text them anything with a sales angle — and that agreement has to disclose automated technology, name the specific number, and make clear that buying isn't a condition of signing. Get it wrong and the stakes are steep: $500 to $1,500 per message in statutory damages, with no good-faith exception if your records are thin. So here's your next step: audit your booking and form flows this week. Check that your consent language covers the four required elements, that you can produce a timestamped record for every lead, and that opt-outs — even awkwardly worded ones — are honored instantly. At CallMyLeads, consent collection and compliance are built into every response flow, so fast follow-up never puts you at risk. Want a second set of eyes on how your lead response handles consent? Book a free 15-minute scoping call at callmyleads.app and we'll walk through it with you.