Enabling Opt Out by Reply

When sending marketing and promotional SMS, you must comply with anti-spam regulations – below we reference those applicable to Australia and New Zealand. One of the core requirements is that recipients must be provided with a clear and functional method to opt out (unsubscribe) from receiving further messages.

To support this, touchSMS allows you to enable opt-out via SMS reply, which automatically unsubscribes the recipient and adds their number to a designated Opt-Out List. This functionality now includes support for multiple opt-out lists, giving you greater flexibility and compliance control.

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🔄 New: Support for Multiple Opt-Out Lists

Previously, opt-outs were managed under a single list per account. With the updated system, you can now create separate opt-out lists to manage preferences by communication type, such as:

• Marketing

• Transactional

• Event Alerts

• Regional Notifications

This means a contact can unsubscribe from marketing messages while still receiving essential or transactional communications, as long as each message is associated with a different list.

Example: A customer opts out of your “Marketing” list by replying STOP. They will still receive appointment reminders if those are sent using a different opt-out list (e.g. “Reminders”).

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✉️ Enabling Opt-Out via Reply

To configure opt-out via reply in your account:

1. Navigate to Opt Out Lists in your dashboard.

2. Click on the Opt Out Settings tab.

3. In the Opt Out Keywords section, enter one or more opt-out keywords (e.g. STOP, UNSUBSCRIBE, CANCEL) and click Add Keyword.

4. Set a Default Opt-Out List to capture opt-outs when a message is sent without a specific list assigned.

5. (Optional) Enable Opt-Out Confirmation SMS to send an automatic reply confirming the recipient has unsubscribed.

6. Click Save to apply the changes.

When a recipient replies using one of your configured keywords, their number will be automatically added to the relevant Opt-Out List.

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🗂️ Assigning Opt-Out Lists to Messages

When sending an SMS, you can now choose which Opt-Out List to assign to that message. This allows you to target opt-outs by campaign or message category.

If no list is selected, the system will apply your default opt-out list, which is configured under Opt Out Settings.

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🌏 Country-Specific Requirements

Australia

Under the Spam Act 2003 (Cth), all commercial electronic messages must:

• Identify the sender

• Contain a clear and functional unsubscribe facility

• Action unsubscribe requests within 5 business days

touchSMS helps you meet these requirements by enabling keyword-based opt-outs, automated list management, and optional confirmation messaging.

New Zealand

Under the Unsolicited Electronic Messages Act 2007, commercial messages must:

• Be clearly identified as promotional

• Include accurate sender information

• Offer a free, low-cost, or easily usable unsubscribe mechanism

Using reply-based opt-outs with keywords like STOP ensures you meet these standards. You can further customise your sender identity using local sender ID options.

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🧾 Sender ID and Reply Handling

The ability for recipients to reply and opt out depends on the Sender ID used:

If you’re using a custom sender ID, you must provide a clear unsubscribe instruction, such as a short link to a landing page where users can opt out manually.

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📌 Best Practices

• Include an opt-out instruction in all promotional messages (e.g. “Reply STOP to unsubscribe”)

• Assign the appropriate Opt-Out List based on message type

• Avoid mixing critical messages (e.g. service alerts) with marketing content

• Use short links or unsubscribe pages when reply handling is not available

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🔗 Related Articles

• Managing Opt-Outs

• Reply to Opt-Out