A rule in regulated industries is that transparency and compliance are not optional. In the firearms industry, these are especially important because of strict legal requirements and the potential consequences of non-compliance. Businesses must navigate complex regulations to avoid severe penalties, which makes finding a reliable partner critical.
If you’re in the firearms industry and want to engage your customers with text messaging, you’re not just looking for a platform—you’re looking for a partner who understands the nuances of what’s at stake. That’s where the comparison between OtterText vs. Listrak gets interesting.
Both platforms will help you connect with customers, but they take different approaches in how they do it. And that’s where the differences start to matter.
Compliance is the Beginning, Not the End
In the firearms industry, regulatory compliance is always a key consideration. That’s where most people start when evaluating these platforms. SHAFT regulations—which cover topics like firearms and tobacco—are not to be taken lightly. OtterText knows this. They specialize in SHAFT compliance and are proactive about making sure you stay within the lines. They help register firearm-related keywords and guide you through the regulatory maze, so you don’t have to navigate it alone.
Listrak is also compliant and tries to educate its customers about SHAFT regulations, helping ensure that campaigns remain within legal boundaries. But their approach is more about ticking boxes. OtterText is more like an advisor—focused on simplifying what is inherently complex.
Pricing That Aligns with Your Usage
Here’s where OtterText stands out, and it’s more than just about dollars. It’s about simplicity. OtterText charges you for what you actually use. If you want to send 30,000 MMS one month and 200,000 SMS the next, that’s fine. For example, a small firearms retailer might send out more promotional messages during a peak hunting season and fewer during off-season months. OtterText’s model allows them to adjust their spending accordingly. They bill based on your actual needs, not a theoretical average.
Listrak, on the other hand, uses a credit-based pricing model. So, 60,000 SMS credits can end up being 20,000 MMS credits, which suddenly feels limiting when campaigns grow or change direction. A credit system may work well in theory, but it’s easy to get locked out in practice. You might buy more credits just to finish what you’ve started. OtterText’s approach avoids this trap entirely by letting you flex as needed.
Cost of Getting Started
Another critical difference is onboarding. Listrak’s onboarding fee is a big number: $15,000. It’s the price of admission to get things rolling. This fee does cover a range of services—they’ll help set up campaigns and guide you through the initial hurdles. But that upfront investment can be intimidating, especially for smaller businesses.
OtterText’s onboarding cost is different—just the 10DLC compliance fee, which ranges from $50 to $85, depending on your package. Beyond that, they offer something that’s even more valuable: support. Real, unlimited support in your first 90 days. They help with campaign design, strategy, and ideas—without the extra cost. Their goal is to get you seeing results fast, not to make onboarding another barrier.
No Strings Attached
No one likes being stuck. That’s true whether we’re discussing a restrictive service contract or a software agreement limiting your flexibility. OtterText seems to get that. They let you cancel anytime. There are no long-term commitments, and you’re not locked into any particular path. The idea is simple: they want you to stay because it’s working, not because a contract traps you.
Listrak’s model is different. They want you to commit for at least two years. Two years is a long time—especially in marketing, where strategies change, and what worked last year might not work next year. Locking into a long-term agreement means less flexibility and more risk if your needs change.
Avoiding the Rollover Game
Message quotas can be another sticking point. Listrak uses a rollover system—which at first seems helpful—but quickly becomes a balancing act. You’re managing quotas and hoping you’re making the most of your credits. When your needs fluctuate, which they inevitably do, you might find yourself juggling numbers instead of running campaigns.
OtterText’s approach is different. No message quotas, no rollovers, no confusing systems to manage. You pay for what you use, and that’s it. It’s straightforward. And that simplicity frees you up to focus on engaging your customers.
OtterText vs. Listrak Side-by-Side Feature Comparison Table
| Feature | Listrak | OtterText |
| Starting Price | Custom pricing ranging from $2000+/month + $15,000 onboarding fee. | $199/month + $50-$85 for 10DLC compliance onboarding. |
| Contract Requirement | Minimum 2-year contract required. | No contract required; customers can cancel anytime. |
| Segmentation Capabilities | Powerful predictive segmentation. | Custom segmentation tailored for firearms and SHAFT industries. |
| E-commerce Integrations for Text | None | Shopify, Magento, BigCommerce, Gearfire, WooCommerce, and custom options. |
| Automation | None | Shopify, BigCommerce, WooCommerce built-in automation from new order created to shipping notifications |
| POS Integrations | NA | AXIS, AIM, Celerant |
| Predictive Analytics | Yes. | Yes. |
| Multichannel Support Options | Email, SMS/MMS, direct mail, web, mobile push. | SMS, mobile push, web forms, reviews. |
| Customer Support | Dedicated account manager, technical support team, phone, email, help center. | Dedicated account manager, technical support team, phone, email, help center; weekend support included. |
| Reporting and Analytics | Comprehensive cross-channel engagement, conversion, and revenue reporting. | Pre-built dashboards, customizable reports, with conversion and revenue reporting. |
| Generative AI | Yes. | Yes |
| Email Integration | Yes. | Coming soon. |
| 10DLC Compliance | Provided, but with additional costs and conditions, often limited to general industries. | Included in onboarding; supports firearms, tobacco, and other SHAFT industries with dedicated keywords. |
| SHAFT Compliance Tools | No SHAFT-specific tools. | Age-gate plugin, age-gate forms, dedicated SHAFT expert support, with 100% guarantee on compliance approval. |
| Flexibility with SMS/MMS | Limited by MMS credit consumption, reducing message availability. | Only charged for actual use, allowing flexible mixing of SMS/MMS messages based on needs. |
| Marketing Campaign Assistance | Limited hands-on assistance. | Hands-on help with campaign creation, message writing, and scheduling, especially in the firearms industry. |
| ROI Guarantee | 5x ROI guarantee tied to onboarding fee with strict terms. | Tailored approach with typical client ROI between 10x-70x due to industry-specific strategies. |
| Restrictions on Content | Potential restrictions on SHAFT keywords (e.g., “gun,” “firearm”). | No restrictions on firearms-related content; registered SHAFT keywords for full compliance. |
What Matters in the End
The comparison between OtterText and Listrak isn’t just about features or price. It’s about what kind of partner you need. Do you want a structured and maybe a little rigid platform, or do you need one that’s flexible and focused on making your life easier? Simplicity and support aren’t just nice-to-haves in a heavily regulated industry like firearms. They’re what keep you in business.
OtterText offers flexibility—whether it’s their no-contract policy, usage-based pricing, or personalized onboarding support. They’re about removing barriers, not adding them. Listrak works, too, but it comes with complexity—credit systems, long-term contracts, and big onboarding fees. And complexity has a cost, especially in an industry where getting it wrong isn’t an option.
Sometimes, the best solution is the one that makes itself invisible—a platform that just works without requiring constant thought. OtterText’s usage-based pricing and no-contract policy are perfect examples of this philosophy in action. They provide flexibility and simplicity, allowing businesses to adapt their strategies without added stress or confusion. OtterText aims to be a partner that removes obstacles and lets you focus on what matters most: connecting with your customers. That kind of partner is invaluable in an industry filled with enough challenges.
