Every text message you send must give recipients an easy way to stop receiving messages. This article explains where opt-out language is required, what wording we accept, and what happens when someone replies STOP.
Where opt-out language is required
Text campaigns
Every campaign message, including test messages and A/B variants, must include opt-out instructions.
We check this when you send or schedule the campaign. A yellow reminder also appears in the message box.
We do not add opt-out language for you. You need to write it into your message.
One-to-one texts (inbox and dialer)
The first text to a contact from a given number must include opt-out language.
Follow-up texts to that contact from the same number do not need it.
The message must tell people what to text back. The word "stop" on its own is not enough.
Examples that work
Reply STOP to unsubscribe.
Reply STOP to opt out.
You can reply STOP to opt out.
You can reply STOP and you won't receive messages from us.
To opt out, text STOP.
Text STOP2END
Msg & data rates may apply. Reply STOP to end.
We look for one of these keywords: STOP, STOPALL, END, QUIT, CANCEL, UNSUBSCRIBE, REMOVE or OPT OUT. It must be paired with an instruction to reply or text it, or be written in STOP2END-style shorthand. Matching is not case-sensitive. We recommend using STOP.
Examples that won't be accepted
No opt-out language at all, or just "stop" or "end"
Click here to unsubscribe
Reply to unsubscribe
Text me STOP
Reply STP to opt out
Reply S-T-O-P to opt out
Sentences that merely contain the word, such as "We need to stop Trump" or "Stop by our office this weekend"
What happens when someone replies STOP
When a contact replies STOP, STOPALL, UNSUBSCRIBE, CANCEL, END, QUIT, REMOVE, "please stop" or "please unsubscribe":
Their number is marked as unsubscribed for texting across your whole organization.
They are excluded from all future text campaigns.
One-to-one texts to them are blocked with the message "Phone number is unsubscribed".
To add someone back, open the contact's profile and choose Resubscribe on their phone number.
Frequently asked questions
Do I have to use exact wording?
No. Any wording that pairs an accepted keyword with an instruction to reply or text it will work.
Where should the opt-out line go in my message?
Anywhere. The end of the message is most common.
Does the opt-out line count toward the character limit?
Yes. It counts toward the 1,600-character campaign limit.
Do inbox follow-up texts need opt-out language?
No. Only the first text to a contact from a given number needs it.
Do I need to mention message and data rates?
We don't check for it, but it is good practice to include.