The TCPA requires brands to remove subscribers from text message subscriber lists if they make a reasonable request to be removed. In SMS marketing, we refer to this as the "opt-out" process.
Similar to the opt-in process, where customers can opt-in by texting a certain keyword, customers can also request to opt-out by texting "STOP" at any time.
In this article, we'll discuss "fuzzy opt outs", guide you through how to manually opt out a subscriber, and how to easily include opt-out language in your text messages.
Automatic Subscriber Removals
We've designed Postscript to recognize variations on the theme of STOP (including typos) and to unsubscribe customers accordingly. This is sometimes called "fuzzy opt-outs". Learn more about this process here.
Examples of alternative opt-out phrases Postscript recognizes are:
- Cancel
- Do not/don't text
- End
- Remove me from your list
- Stop texting
- Take me off this list
- Wrong number
- Unsubscribe
We’ve updated Postscript to comply with the latest FCC revised compliance rules that require honoring not just specific opt-out keywords, but any “reasonable phrases” expressing a subscriber’s intent to opt out. This update helps protect both our merchants and their subscribers by:
- Automatically detecting and processing non-standard opt-out requests (like “please remove me,” “don’t text anymore,” or “no more messages”)
- Reducing compliance risks and potential regulatory penalties (so everyone’s legal team can sleep better at night)
- Honoring subscriber intent to opt out, regardless of the exact phrasing they use
Manually Unsubscribe Customers
Postscript automatically processes and confirms all opt-out requests received through your Postscript phone number(s). However, you must stay on top of your customer responses in the off chance an unsubscribe request makes it past Postscript's screening.
You have two options when manually unsubscribing a customer: via the customer response page or from the subscriber details page.
Response Page Subscriber Profile
You can view customer responses by selecting Messaging in the side menu of your Postscript dashboard, then selecting Responses.
If you feel a customer is attempting to unsubscribe from text marketing campaigns, then you can simply select Opt Out at the far right of the subscriber's row.
If you know the number of the subscriber, you can enter it in the Search field in the side menu of your Postscript dashboard.
Subscriber Details Page
On the subscriber details page, select Opt Out on the far-right of the Subscriber Status row.
Include Opt-Out Language in Messages
You can choose to include opt-out language in both campaigns and automations.
We encourage you to include opt-out language at least once a month to comply with carrier and CTIA guidelines.
If you are sending multiple campaign messages to the same subscribers in the same day, we recommend including opt-out language in at least one of those messages to reduce the risk of your messages being filtered/blocked by carriers.
Postscript makes it easy to include this opt-out language when creating a campaign or automation message. Within the message editor, simply select the Add "Reply STOP to unsubscribe" checkbox below the message field. Doing so adds the opt-out language to your message.
Customers Opting Back In
To make it as easy as possible for subscribers to opt back into a subscription after previously opting out via their carrier, Postscript has added functionality to all popups created with the new popup editor. There is now a dedicated opt-in flow for subscribers who previously opted out via this method, which is paired with onsite opt-in for a streamlined experience.
Below is a video demonstrating the subscriber experience:
Got Questions About Re-Opt-In? We've Got Answers
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Is this feature available on the legacy popup editor?
- No, this feature is exclusive to the new popup editor.
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Is this feature available for everyone?
- Yes, it works automatically with popups created using the new popup editor with no additional steps needed from merchants.
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Which subscribers will go through this flow?
- Subscribers who opt-in via TFN and then opt out via carrier block need to undo the carrier block before they can opt-in again. Undoing the carrier block requires texting “START” or “UNSTOP” to the merchant, which most people will not know. Our new flow solves that. Subscribers who opt-in via DSC do not need to worry about this. They can opt out via carrier block and then opt back in without having to do anything else. If a merchant has a DSC in the US and a TFN elsewhere, this will still help in other regions.
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Will this work for desktop popups?
- Yes, but subscribers attempting to resubscribe from their desktop may need to text "START" or "UNSTOP" from their mobile device if they don't have a messaging app on their desktop.
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Will re-opt ins also receive the popup welcome message and Welcome Series?
- Yes. However, in the Welcome Series flow settings merchants can limit how often a subscriber can enter the flow.
Additional Resources
- Want to do an SMS Compliance deep dive? We've got you covered with our SMS Marketing Compliance Overview Guide.
- Wondering how to prioritize SMS responses? Our Topic and Sentiment Labels for Subscriber Responses article discusses key elements of response management within your Responses tab.
- Did you know you confirmed opt-in helps to validate phone numbers collected at checkout, via forms, or in popups? Learn how here.
Get Support
Have questions? Please feel free to reach out to our wonderful Support team at support@postscript.io or via live chat. You can also submit a support request here!
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