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Allowing end users to opt-out of individual parts of a multiple program short code campaigns

It is possible to run multiple campaigns from a single short code, as long as all campaigns correspond to your company. For example, if you are a clothing company, you might run one campaign related to promotions on shoe sales, and have a separate campaign related to advertising for your T-shirts. However, you must give end users the option to sign up and opt-out of these campaigns individually. For example, a customer may want to subscribe to a fundraiser, but may not want news or updates.

Please note, you must always allow users to opt-out of all messaging from your short code using the keyword STOP.

If an end user wants to opt-out of only one particular campaign, make sure you follow the below guidelines, and implement the opt-out flow as follows:

  • Specify a keyword (example: CAMPAIGN1STOP, NEWSSTOP, etc.) that will opt the customer out of only that specific campaign. Continue to allow users to send STOP to completely opt-out of all your campaigns.
  • Present opt-out instructions at the originating service opt-in, and again at regular intervals in content or service messages. We recommend at least once per month.
  • When an end-user opts-out, deliver a final message to confirm they have opted out successfully.

Notice: At a minimum, short code programs must respond to the following universal keywords: STOP, END, CANCEL, UNSUBSCRIBE, and QUIT. No additional messages may be sent after the user indicates a desire to cancel a short code program.

Any message that begins with the above keywords must be treated as a full opt out. For this reason, opt out keywords such as STOPCAMPAIGN1 or STOPNEWS are considered non-compliant by Twilio and the mobile carriers.

For full details, please see our article Industry Standards for short code HELP and STOP.

Single Campaign Opt-out Example

  1. Your short code sends the following message:
    Thank you for subscribing to CAMPAIGN1. Reply CAMPAIGN1STOP to unsubscribe from this program, or STOP to cancel all messages from us.
  2. End user replies: CAMPAIGN1STOP.
  3. Your short code responds with the following message:
    You are unsubscribed from CAMPAIGN1. No more messages will be sent from this program. Reply HELP for help or more help at {Support Email Address} or {Support Toll Free Phone Number}. Reply STOP to cancel all programs.

All Campaigns Opt-out Example

  1. Your short code sends the following message:
    Thank you for subscribing to CAMPAIGN1. Reply CAMPAIGN1STOP to unsubscribe from this program, or STOP to cancel all messages from us.
  2. End user replies: STOP
  3. Your short code responds with the following message:
    You are unsubscribed from all COMPANY NAME updates. No more messages will be sent. Reply HELP for help, contact us at {Support Email Address} or {Support Toll Free Phone Number}.
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