Managing text message marketing preferences

In most markets you are legally required to provide a way for your contacts to opt-out of receiving text messages from you.

If a contact isn’t opted in to receive SMS marketing from you, they will drop out of the campaign flow after the send node without receiving a text message from you.

Double opt-in

Double opt-in is considered a best practice for collecting SMS marketing consent in most markets.

See: Double opt-in for SMS

Opt-out via unsubscribe link

We recommend including a link to unsubscribe text you send.

You can do this by selecting the Include unsubscribe link option in the template builder:

The option to add this link is selected by default.

This adds a shortened link that directs each contact to a unique webpage which unsubscribes them from text message marketing.

Opt-out via STOP text

See: SMS stop and start words

Retailers in North America with a Toll Free longcode sender ID or a 10DLC sender ID can receive opt-ins and opt-outs via stop and start texts. 

Automatic opt-out

In some cases Ometria will unsubscribe a contact from SMS automatically, without them using the unsubscribe link or sending a STOP text. This happens when our SMS carrier reports that a message couldn't be delivered because:

• the phone number is invalid or no longer active (for example, the contact has changed or deactivated their number), or
• the contact has already opted out through their mobile carrier or device, so the carrier blocks the message before it reaches them.

In both cases, the contact's SMS subscription status is set to unsubscribed. They'll drop out of any active SMS campaigns and won't receive future SMS sends until they opt in again.

You don't need to take any action. These contacts are unsubscribed automatically.