Opt-out management for Mobile messages sms-opt-out

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• TL;DR: This page explains how Adobe Journey Optimizer manages opt-out for SMS, MMS, and RCS messages through native inbound keywords, provider blocklists, short codes, and alphanumeric sender IDs.

Intents:

• Understand which default inbound keywords Journey Optimizer recognizes for opt-out, opt-in, and help
• Define custom opt-out keywords without losing the default keywords
• Understand how provider blocklists complement the opt-out status
• Understand opt-out handling for short codes and alphanumeric sender IDs
• Set up two-way SMS so inbound opt-out responses update the profile

Glossary:

• Native inbound keywords: Standard English-language reply messages that Journey Optimizer handles automatically for Short codes, Toll-Free, and Long Code messages, grouped as Opt-Out, Opt-In, and Help (product-specific)
• Blocklist: A list maintained by most SMS gateway providers that ensures a message is not delivered to an individual who has chosen to opt out (product-specific)
• Short Code: A sender number for which opt-in or help keywords are not handled by Journey Optimizer by default (product-specific)
• Alphanumeric Sender ID: A one-way messaging sender ID that is unable to receive inbound messages, so STOP, START, and HELP keywords do not apply (product-specific)
• Opt-Out Keywords field: The field in the SMS configuration where custom opt-out keywords are entered (product-specific)

Guardrails:

• Only Sinch and Infobip support Native keywords when used with Journey Optimizer.
• Default handled keywords are Opt-Out (STOP, QUIT, CANCEL, END, UNSUBSCRIBE, NO), Opt-In (SUBSCRIBE, YES, UNSTOP, START, CONTINUE, RESUME, BEGIN), and Help (HELP).
• Custom opt-out keywords defined in your SMS API credentials override the default inbound keywords; to keep the defaults functional you must include them explicitly alongside your custom keywords in the Opt-Out Keywords field.
• When Infobip is used, the Forwarding action must be set to Pull configuration.
• When a customer responds STOP, the provider blocks all subsequent SMS from that specific sender ID (short code or long number), including transactional messages; use a separate sender ID that has not been previously opted out for uninterrupted transactional delivery.
• Two-way SMS requires that at least one one-way SMS was sent first to establish the phone number to profile mapping; expired or misconfigured provider credentials prevent inbound keywords from updating the profile.
• Inbound responses are stored in the AJO Email Tracking Dataset system dataset.
• For short code numbers, opt-in or help keywords are not handled by Journey Optimizer by default, though global opt-outs based on incoming keywords with different sender-IDs are supported.
• Alphanumeric Sender IDs are for one-way messaging only and cannot receive inbound messages, so STOP, START, and HELP keywords are not applicable.
• For providers other than Sinch or Twilio used through a custom channel, blocklist behavior must be confirmed with the provider.

Terminology:

• Canonical name: Opt-out management for Mobile messages — Acronym: n/a — variants: SMS opt-out, mobile opt-out
• Synonyms: “Native inbound keywords” = “Native keywords”
• Do not confuse: “Opt-Out” keywords (remove consent) ≠ “Opt-In” keywords (grant or restore consent) ≠ “Help” keywords (request assistance)
• Do not confuse: “Short Code” (opt-in and help keywords not handled by default) ≠ “Alphanumeric Sender ID” (one-way only, cannot receive inbound)

FAQ:

• Q: Which providers support native opt-out keywords? — Only Sinch and Infobip support Native keywords when used with Journey Optimizer.
• Q: Will my custom opt-out keywords replace the default ones? — Yes. Custom opt-out keywords in your SMS API credentials override the defaults, so you must include the default keywords explicitly in the Opt-Out Keywords field to keep them functional.
• Q: What happens to transactional SMS after a recipient replies STOP? — The provider blocks all subsequent SMS from that specific sender ID, including transactional messages, so you must use a separate sender ID that was not previously opted out.
• Q: Why is opt-out not working before any message was sent? — Two-way SMS requires that at least one one-way SMS was sent first to establish the phone number to profile mapping.
• Q: How do recipients opt out of messages sent from an Alphanumeric Sender ID? — Because these sender IDs cannot receive inbound messages, you must provide other instructions, such as writing to Support, calling a Support phone line, or texting another phone number or code.