Managing Unsubscribes in SMS

To comply with communication regulations and respect recipient preferences, every SMS message should include a clear way for users to opt out of future messages. Bird supports two main unsubscribe methods for SMS campaigns:

1. Link-based unsubscribe

2. Keyword-based unsubscribe

Option 1: Add an Unsubscribe Link in SMS

If you send SMS messages, you can easily add an unsubscribe link so users can opt out with one tap. This is specially relevant when your sender (shortcode or branded alphanumeric) only allows one way SMS and cannot accept responses.

How to Add an Unsubscribe Link

• In the SMS message editor, the opt out language and link is by default added to your SMS content

• To add the opt out link. place your cursor where you want the unsubscribe link to appear and type in below variable directly

{{optOutLink}}

• The link will be shortened if the link shortener is kept on.

• When building message templates for Journeys from Content > Message Templates , you can also add the unsubscribe link as needed using the { } icon in the editor

When sent, the unsubscribe link will open Bird’s standard unsubscribe page, where users can check a box and confirm their opt-out. Customization of this page is not supported.

When a recipient submits the unsubscribe page, Bird automatically:

• Marks the contact as SMS Subscription as Unsubscribed, and

• Suppresses the phone number to prevents future messages from being sent to that number.

• Tracks Unsubscribe event for the contact and counts as Unsubscribe metric in reporting

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Option 2: Use an Unsubscribe Keyword

You can also allow users to unsubscribe by replying with a specific keyword, which is configured a compliance unsubscribe keyword in Bird to opt out. These keywords are

STOP, STOPALL, UNSUBSCRIBE, CANCEL, QUIT

How It Works

• When a recipient replies with one of the configured unsubscribe keywords, Bird automatically:

  • Marks the contact as SMS Subscription as Unsubscribed, and

  • Suppresses the phone number to prevents future messages from being sent to that number.

  • Tracks Unsubscribe event for the contact and counts as Unsubscribe metric in reporting

You can view compliance unsubscribe keywords under Settings > Marketing > SMS > Automations

• Contact receives an unsubscribe message when replying with an unsubscribe keyword. You can configure this message by clicking on Edit. on the opt out keyword row.

Recommended Practice: Include a short opt-out instruction at the end of your SMS messages, for example:

“Reply STOP to unsubscribe.”

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Best Practices

• Always include either an unsubscribe link or keyword instruction in your promotional SMS messages.

• Keep opt-out instructions short to save character space.

• Test your SMS message to confirm the unsubscribe action works as expected.

• Contacts who unsubscribe will remain in your audience but will be marked as unsubsrcibed from SMS and suppressed from SMS.