Stance
Be honest about what the recipient opted into. Deliver on promises. Make opt out easy. This is both ethical and commercially smart, and it holds in every channel: an email subscriber, an SMS opt-in, a push permission, a wallet pass on the lock screen.
Why the commercial case is now stronger
The cost of an unwanted send used to be fractions of a cent. It is not any more. In email, one click unsubscribe is a single tap surfaced in two different inboxes, and provider initiated unsubscribe banners actively prompt removal of low engagement senders. The exit is just as cheap and just as final elsewhere: an SMS STOP is one word, a push permission is revoked in a single settings toggle or by deleting the app, and either is rarely reinstated. Because of the engagement drag that follows (the mechanism is in engagement is the new deliverability), respecting the recipient is now the same thing as protecting deliverability: the honest programme and the deliverable one are the same programme.