Just like your email campaigns or automated emails, SMS is a promotional channel, which should be used only with an opt-in from the recipient. While there a lot of ways to sign up for promotions via SMS, usually, the unsubscribe process is very tricky for the recipient, i.e., your customer.

Moreover, when sending your promotions via SMS channel, you need to make sure you comply with the local regulations, GDPR for EU, and TCPA for the US. To comply with all of these requirements, Omnisend offers the opportunity to add different opt-out instructions for US numbers, and the rest of the world.

Before you start


Adding the link to SMS message

Unsubscribe for SMS is optional, although highly recommended. You can choose, whether you want to use the unsubscribe option or not. Based on the TCPA requirements, when a customer replies with STOP keywords, Omnisend should respond and update your opt-in list. Since the key-word replies are relevant for the US customers only, we suggest adding a reply STOP to opt-out text for the US and Unsubscribe link for the rest of the recipients.

The setup is very simple: it is a checkbox at the bottom of SMS message you create on your campaign or automation. For campaigns, you will have to tick it every time you want to use it. For automation, you will have to tick it for every new message.

As a default, the checkbox is not ticked, but we highly recommend using the unsubscribe link in your SMS campaigns, as this gives an easy way for your subscribers to opt-out of unwanted communication channel. 

In the Preview section, you can check the design of the message for both US and non-US customers.

Reply STOP to opt-out

To comply with the TCPA requirements and CTIA guidelines your US number must respond to the STOP keyword. When a customer texts STOP, Omnisend responds to that request and updates your opt-in list. 

To provide your customers with opt-out instruction, we add "Reply STOP to opt-out" text at the end of the message. This text will count into your character limit (160 per SMS message) and may impact the price of the SMS Campaign.

Keyword replies are counted toward your SMS credits. Therefore you may always want to have some additional credits in your Omnisend account. Check this article to find out how SMS credits can be added to your Omnisend account.

Unsubscribe link

The link will generate automatically and will be unique per recipient and message (campaign or automation).

It is shortened, so no need to do anything additionally:

  • in campaigns it is osend.me/lc/XXXXX
  • in automation it is osend.me/l/XXXXX

Using the unsubscribe link does count into your character limit (160 per SMS message) and might mean additional costs if the message becomes longer than 160 characters. 


The recipients side

Keyword reply

When your recipient replies with the STOP keyword, Omnisend sends an automatic message informing your customers about successful opt-out instruction. The default key word response can be changed in your account settings by going to My Account -> Store Settings -> Settings -> Language & translations.

Unsubscribe link

When your recipient receives an SMS with an unsubscribe link, they can click on it and subscription preferences page will open up in their browser. After your customer clicks on the Confirm button, his subscription status will change to Unsubscribed, and the message informing about successful opt-out will be shown.

Unsubscribing from SMS campaigns or automation does unsubscribe from all SMS messages (campaigns AND automation). However, they might still receive transactional SMS messages related to their order status.

Have any questions? Reach out to Support team.

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