Subscribers can opt-out of text messaging marketing at any time; however, there are instances when Postscript will automatically remove consent in order to:
- Adhere to federal and state-level regulations
- Proactively protect your shop from TCPA liability.
- Deliver the best end-user experience for your subscribers.
In this article, we describe the different scenarios when Postscript will automatically opt a subscriber out of your SMS program.
Subscriber Opted-Out Using a Keyword
Postscript automatically unsubscribes those subscribers who text an opt-out keyword such as STOP, UNSUBSCRIBE, or QUIT to your short code or toll-free number.
Postscript also identifies variations of opt-out language, or "fuzzy opt-outs", and will opt subscribers out of SMS. Examples of these variations include:
- Do not/don't text
- Stop all
- Remove me from your list
- Stop texting
- Take me off this list
- Wrong number
Number is Deactivated
When an individual terminates their cellular plan, gets a new phone number, or chooses to leave their current carrier for another, then the consent they gave on their original phone number no longer applies. However, this change does not automatically opt the phone number out of receiving texts from your shop.
This means you run the risk of messaging the new owner of the phone number—a person who did not opt-in to your SMS messages. Your messages could be marked as spam, which can lead to filtering by the carriers or, in some cases, legal action.
To prevent this from happening, Postscript will automatically remove deactivated numbers from your subscriber list on a daily basis.
Again, deactivated numbers are those where:
- Individuals that ended their plan (e.g., canceled or didn't pay), or
- Individuals moving between carriers (i.e., switching from Verizon to T-mobile to get the latest iPhone deal)
While removing deactivated numbers will decrease the total number of subscribers for your shop, there are benefits. Not only will you protect your shop from legal action or spam complaints, but you decrease messaging costs by removing non-subscribers
Text Delivery Failure
There are times when a text message will fail to deliver for a reason carriers consider permanent. When they do, we receive a notification.
Examples here include:
- The phone number is invalid
- The device is incapable of receiving SMS messages (e.g., a landline).
If Postscript learns that a text cannot be delivered for a permanent reason, then Postscript will automatically remove consent for that number.
- Want to learn more about how Postscript helps you stay compliant when it comes to opt-outs? Check out this overview.
- Interested in how Postscript approaches compliance? We've got you covered with our SMS Marketing Compliance Overview
- Did you know you confirmed opt-in helps to validate phone numbers collected at checkout, via forms, or in popups? Learn how here.
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