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Campaign Opt-Out for SMS, WhatsApp, and Email

Campaigns now stop messaging a customer once they ask to unsubscribe, across SMS, WhatsApp, and email; no manual list cleanup needed.

What this feature does

When a customer opts out of an outbound campaign by tapping an unsubscribe button, replying with an unsubscribe keyword, or using the standard email unsubscribe link. CX detects the request and marks the customer as opted out. From that point on, they're excluded from future campaign sends.

How customers opt out, by channel

Channel

How the customer opts out

SMS

Reply with a single keyword: STOP, UNSUB, UNSUBSCRIBE, CANCEL, END, QUIT, OPTOUT, or OPT-OUT

WhatsApp

Tap the built-in "Stop" control on a marketing message, or reply with one of the same keywords as SMS

MS Exchange Email

Use the standard one-click unsubscribe link in the email, or reply to the unsubscribe mailbox with subject UNSUBSCRIBE

Gmail Email

Same as MS Exchange — one-click unsubscribe or mailto unsubscribe

What the customer sees

After opting out, the customer receives a short confirmation message. For example: "You have been unsubscribed successfully and will no longer receive campaign messages from us." Admins can customize this message; see Configure a Campaign Unsubscribe Flow in Conversation Studio.

What this means for campaign operators

  • Opted-out customers drop out of future sends for that campaign, so operators don't need to maintain suppression lists by hand.

  • Opting out is a one-time action per customer; repeating it doesn't cause errors.

  • Regular customer-initiated conversations and agent replies are unaffected; only outbound campaign sends are stopped.

What's not included in this release

  • Per-campaign opt-out: today, opting out applies across campaigns for that customer, not just one

  • Self-service re-subscribe: un-opting-out a customer currently requires an admin to remove the opt-out label manually

  • Keywords beyond the list above

FAQ

Does opting out on one channel stop messages on other channels too?
Yes. Opt-out isn't tracked per channel — once a customer opts out on any supported channel, they're excluded from future campaign sends across SMS, WhatsApp, and email alike.

Can a customer opt back in?
Not through a self-service flow in this release. Re-subscribing requires an admin to remove the opt-out label from the customer record.

Does this affect anything besides campaigns?
No. Opt-out only stops future outbound campaign sends. It doesn't change how regular conversations are routed or handled.