> It can't be 'because it's federally regulated' because that would literally make it a 1st amendment issue.
seems not intended for individuals but those messages intended for commerce?
For example, it would violate their industry standards to send messages like 'Cool your thirst! No-ID beer sales in your area, reply now for $5 off your first 12-pack', sent out as a bulk message. But if I just message you saying 'wanna go for a beer later', it's not a commercial message. These guidelines are to prevent spam that might fall in one of the SHAFT categories, not to police communications between private individuals.