Depending on the application you're using (Customer Insights, Dynamics Sales 365 and SMS for Dynamics), you'll need to make sure you have the correct opt-out solutions. Customer Insights uses the built-in consent center meanwhile Dynamics Sales 365 and SMS for Dynamics uses the OptOut Status field.
Microsoft Customer Insights - Journeys
Customer Insights - Journeys includes a built-in consent center to easily manage how SMS and emails are controlled and sent out (including opt-opts). Sinch SMS for Customer Insights strictly abides by the built-in consent center rules:
In the Settings, you can create Compliance profiles and update the Consent purposes to indicate the types of consent:
- Commercial: For marketing and promotional messages.
- Transactional: For messages related to account activity or essential updates.
Within a Consent purpose, you can also set the SMS enforcement model:
- Restrictive: Customer opt-in is required for sending messages associate with this Purpose.
- Non-restrictive: Unless they explicitly opt-out, customers will receive messages.
- Disabled: All messages associated with the Purpose will be sent without checking for opt-in. This enforcement model is typically used for Transactional messages.
When creating a Text Message through Customer Insights, you'll see a Purpose field which lets you define the message as either Commercial or Transactional. This links directly to the corresponding SMS enforcement model for that Consent purpose. Only recipients who have given the appropriate consent will receive your message.
Check a contact record's Communication consent records to see their Contactability and Consent status by clicking the Communication tab.
If a customer opts-out, the custom field in the Summary tab of a record called OptOut Status appears on Contact, Lead and Account records is still updated as it's a shared field for Dynamics and Sales 365. Customer Insights will ignore this field and strictly abide by the built-in consent center rules e.g. if a customer has opted-out to a Transactional message with the SMS enforcement model set to Disabled, the OptOut Status field will show Unsubscribed, but the message will still be sent to the customer.
Automatic unsubscribe (opt-out)
The Sinch MessageMedia platform (Account settings) includes an automatic unsubscribed (opt-out) rule on all accounts to comply with anti-spam regulation. If this feature is turned on in your Sinch MessageMedia account, recipients that reply with specific keywords (e.g. UNSUB, UNSUBSCRIBE) will be unsubscribed (opted out) from the account.
We recommend checking this feature and either turning off automatic unsubscribe in your Sinch MessageMedia account (and manage opt-outs in Dynamics alone) or adding the keyword STOP (as this is recognised by Customer Insights and Sales). Customer Insights doesn't recognize UNSUB or UNSUBSCRIBE for opting out (but the Sinch MessageMedia platform does).
Automatic subscribe (opt-in)
Customer Insights and Sales recognises the START keyword for opt ins. When a opted out contact replies with a message that begins with the keyword "Start" in any case, the contact will be automatically opted in.
Microsoft Dynamics Sales 365 and SMS for Dynamics
Dynamics Sales 365 and SMS for Dynamics don't currently include a built-in consent functionality, the custom OptOut Status field which is set against the Contact, Lead and Account record will be used. This field shows whether someone is:
- Subscribed: Still opted in to receive communications.
- Unsubscribed: Opted out and excluded from future messages.
| OptOut Status Field | Result |
| Subscribed |
Opt In (SMS Sent) |
| Unsubscribed |
Opt Out (SMS Not Sent) |
Keywords
The Customer Insights solution uses the following SMS keywords for opting in or out of communications.
| Keyword | Type | MS Customer Insights | MS Dynamics Sales 365 | SMS for Dynamics |
| STOP | Opt Out | |||
| START | Opt In |
The solution updates the custom OptOut Status field to Unsubscribed when a STOP reply is received.