Communication Opt-Outs & Consent Management in Shape Software

Shape includes communication preference and consent controls that help organizations manage whether a contact can be called, texted, emailed, or included in automated communications.

These preferences work throughout Shape and can affect:

• Calls
• SMS and MMS
• Email
• Bulk Email Campaigns
• Drip Campaigns
• Automated Actions and Triggers
• DNC checks
• APIs and integrations
• Multi-branch environments

This guide explains what each communication preference does, how opt-outs are applied and synchronized, and the tools available for managing them.

Understanding Communication Preferences

Shape supports several different communication and consent controls:

• Do Not Contact
• Do Not Call
• Text Opt-Out
• Email Unsubscribe
• No TCPA Consent / No 1:1 Consent
• Mail Opt-Out

These settings do not all behave the same way.

Some prevent communication through a specific channel, while others apply more broadly or restrict particular types of automated communication.

Quick Reference

*Assuming another communication restriction is not also enabled.

Do Not Contact

Do Not Contact is the broadest communication restriction available in Shape.

When enabled, Shape prevents applicable communication with the record, including:

• Calls
• Manual and automated texts
• Manual and automated emails
• Other applicable automated communication

When a record is marked Do Not Contact, communication actions should also appear disabled in applicable areas of Shape.

Do Not Call

Do Not Call prevents applicable outbound calling to the contact.

When enabled:

• Manual outbound calls are blocked
• Applicable automated calling is blocked
• Calling actions are disabled where supported

Other communication channels can remain available unless the contact has a separate restriction for those channels.

For example, a record may be marked Do Not Call while still being eligible for email.

Text Opt-Out

Text Opt-Out prevents SMS and MMS communication to the contact.

When enabled:

• Manual SMS is blocked
• Automated SMS is blocked
• MMS is blocked
• Applicable Text actions are disabled throughout Shape

Text Opt-Out applies specifically to texting. It does not automatically prevent calling or email unless another preference is also enabled.

Email Unsubscribe

Email Unsubscribe prevents email communication to the contact.

When enabled:

• Manual emails are blocked
• Automated emails are blocked
• Bulk emails are blocked
• Applicable Drip Campaign email steps are prevented
• Email actions are disabled where applicable

Shape also automatically includes an unsubscribe option on applicable marketing and bulk emails.

When a recipient uses the unsubscribe option, Shape updates the contact’s Email Unsubscribe preference so future applicable email communication is prevented.

No TCPA Consent / No 1:1 Consent

Shape includes a consent preference that can be used to prevent applicable automated text messaging without completely disabling texting.

Depending on your Shape configuration or industry template, this may be labeled No TCPA Consent, No 1:1 Consent, or a similar consent designation.

When enabled:

• Applicable automated text messages are blocked
• Manual one-to-one texting can remain available
• Calling remains available unless separately restricted
• Email remains available unless separately restricted

If an automated text is prevented because of this setting, the Activity Log can provide additional information about why the communication was not sent.

No TCPA Consent vs. Text Opt-Out

These two settings serve different purposes.

No TCPA Consent / No 1:1 Consent prevents applicable automated texting while allowing manual one-to-one texting to remain available.

Text Opt-Out blocks texting entirely, including both manual and automated SMS or MMS.

Mail Opt-Out

Mail Opt-Out is available for organizations that want to store a contact’s direct-mail preference.

Shape does not currently send physical mail directly from the platform, so this preference primarily serves as a tracking field.

It can still be useful in areas such as:

• Reporting
• Filtering
• Exports
• Integrations
• Other configured workflows

Automatic SMS Opt-Out Handling

Shape automatically processes supported SMS opt-out keywords.

The underlying messaging provider can vary by system, including Twilio or Plivo, and supported keyword behavior follows the applicable messaging provider.

When a recognized opt-out keyword is received, Shape can update the contact’s texting preference so future applicable SMS and MMS communication is prevented.

This means users generally do not need to manually update Text Opt-Out when a supported SMS opt-out request has already been processed.

SMS Opt-In Handling

Messaging providers can also recognize supported opt-in keywords that restore texting eligibility after a previous carrier-level opt-out.

Because keyword handling can depend on the messaging provider and current number status, contact Shape Support if a contact has opted back in but texting remains unavailable.

Automatic Email Unsubscribe Handling

Shape automatically appends an unsubscribe option to applicable marketing and bulk emails.

When a recipient uses the unsubscribe option:

1. The unsubscribe request is processed.
2. The record’s Email Unsubscribe preference is updated.
3. Future applicable emails to that record are prevented.
4. The updated preference is reflected within Shape.

This keeps unsubscribe information connected directly to the CRM record rather than requiring users to maintain a separate email suppression list.

Opt-Outs Are Reflected Throughout Shape

When a communication preference prevents a particular channel, Shape reflects that restriction anywhere the applicable communication can be initiated.

For example, if a record has Text Opt-Out enabled, the Text action should be visually and functionally disabled across applicable views, including:

• List pages
• Record details
• Quick actions
• Conversation views
• Communication sidebars
• Other supported messaging areas

The same general behavior applies to other restricted communication methods.

This gives users an immediate visual indication that the communication method is unavailable.

Opt-Outs Across Records With the Same Phone Number

A person may exist more than once in the CRM, especially when records have been imported from multiple sources or represent different opportunities.

Shape can synchronize applicable phone-based opt-out preferences across records that share the same phone number.

For example:

1. Record A and Record B contain the same phone number.
2. The phone number is opted out on Record A.
3. Shape identifies another record containing that same phone number.
4. The applicable opt-out preference is reflected for the matching number.

This helps prevent a phone number from remaining available for communication simply because it appears on another CRM record.

Cross-Branch Opt-Out Management

For organizations using Shape’s multi-branch architecture, the same contact information may exist within multiple branches.

Applicable opt-out information can be synchronized across branches so communication restrictions are maintained even when separate CRM records exist in different branch environments.

The individual CRM records remain separate. Shape is synchronizing the applicable communication preference rather than merging the records.

This is particularly useful for organizations where corporate and branch teams may independently interact with the same contacts.

Marketing Insights and Consent Tracking

In addition to the primary communication preferences, Shape includes consent-related fields that can be used to store additional information about how a contact entered the CRM and how consent information was captured.

Depending on your configuration, the Marketing Insights area may include information such as:

• Entry Date
• Entry ID
• User IP
• Source URL
• Form Title
• Referring Website
• Opt-In Method
• Opt-In Time
• Other available consent or source information

These fields provide additional context beyond the basic opt-out toggles.

Consent Data From External Sources

Shape can only display consent information that it receives or captures.

If records enter Shape from an external source such as a:

• Lead provider
• Third-party website
• External form
• API
• Integration

the originating source needs to provide the applicable information if you want that data stored in Shape.

If a field is not supplied, it may remain blank.

Entry Date vs. Created Date

Created Date represents when the CRM record was created in Shape.

Entry Date can be used to represent an earlier date associated with the lead or consent information provided by the originating source.

For example, if an external provider collects a record on Monday but sends it to Shape on Tuesday, Entry Date: Monday and Created Date: Tuesday.

The two dates can therefore be different.

Consent Information for Primary and Secondary Contacts

Depending on the record type and configuration, Shape can store consent-related information for primary and secondary contacts.

Available tracking can include fields related to:

• TCPA / 1:1 Consent
• Do Not Contact
• Do Not Call
• Text Opt-Out
• Email Opt-Out
• Mail Opt-Out

The exact fields available can vary based on your Shape configuration and industry template.

Managing Opt-Outs With Automated Actions

Shape’s Automated Actions can be used to automatically apply communication preferences based on your organization’s configured rules.

For example, an administrator could create an Automated Action that identifies records from a particular source and applies a specific communication preference.

A simplified configuration could look like:

Condition: Source = Selected Lead Source
Action: Apply No TCPA Consent

Records matching the configured criteria can then have that preference applied automatically instead of relying on a user to update each record manually.

This is only an example of how the functionality can be configured. Your organization should determine which preferences should be applied to its records.

Using Opt-Outs in Automation

Communication preferences can also be incorporated into broader automation.

Depending on your configuration, opt-out fields can be used in:

• Automated Action conditions
• Automated Action updates
• Drip Campaign logic
• Filters
• Reports
• Segmentation
• Integrations

For example, administrators can create automation that responds when an email bounces by:

1. Detecting the email bounce.
2. Adding an Email Bounce tag.
3. Updating an applicable communication preference if desired.
4. Excluding the record from future applicable email workflows.

This gives organizations flexibility in how they want to handle unsuccessful communication.

Managing Opt-Outs Through the API

Shape supports communication preference fields through applicable API workflows so external systems can keep opt-out information synchronized with the CRM.

Depending on the Shape template and available mappings, fields can include:

• TCPA / 1:1 Consent
• Do Not Contact
• Do Not Call
• Text Opt-Out
• Email Unsubscribe

Applicable opt-out fields can be included in supported New and Update record API workflows.

This allows an integration to set a communication preference when creating a record or update the preference when something changes in another system.

Mapping Opt-Out Values

When configuring an API or webhook integration, confirm how each system represents the preference.

For example, external systems may use values such as:

• 0 and 1
• true and false
• yes and no

Make sure the incoming values are mapped to the intended Shape preference before using the integration at scale.

If you are unsure which field or value should be mapped, contact Shape Support for help reviewing the available integration fields.

Role Permissions for Opt-In and Opt-Out Changes

Shape includes Role Permissions that allow administrators to control which user roles can reverse certain communication restrictions.

Under Role Permissions › Feature Authorization, available permissions can include:

• Do Not Contact Opt-In
• Do Not Call Opt-In
• Texting Opt-In
• Email Unsubscribe Opt-In
• 1:1 or TCPA Consent Opt-In

This provides additional control over who can remove an existing communication restriction.

For example, a user may be allowed to turn Do Not Call on but not have permission to turn it back off.

By default, sensitive opt-in permissions can be limited to administrative or director-level roles. Organizations can then expand access to additional roles through Role Permissions when appropriate.

DNC Integration and Communication Preferences

Organizations using Shape’s DNC integration have another layer of communication preference management available.

DNC checks can run at configured events such as:

• Record creation
• Call attempts
• Text attempts
• New phone numbers being added
• Status changes

Depending on your DNC configuration and the response returned, Shape can apply the appropriate communication restriction to the record.

Your DNC configuration can determine whether different results affect calling, texting, email, or broader contact eligibility.

For detailed setup information, see the DNC Scrub API Integration support guide.

Bulk Opt-Out Management From Reports

Shape’s communication reporting tools can also help administrators identify records that may need to be reviewed or updated.

Text Message Report

Authorized users can use the Text Message Report to review message delivery and filter records based on applicable criteria.

Where available, records can be selected in bulk and Text Opt-Out can be applied directly from the report.

For example, an administrator reviewing failed messages can identify records that need further cleanup without opening each record individually.

Email Performance Report

The Email Performance Report provides detailed email delivery and engagement information.

Authorized users can review emails by criteria such as:

• Delivery status
• Bounce status
• Template
• User
• Date
• Other available filters

Where available, selected records can be updated with Email Unsubscribe directly from the report.

A failed text or bounced email does not necessarily mean that the contact has requested an opt-out. These bulk tools are provided so administrators can review the records and determine the appropriate action for their own workflows.

Filtering and Reporting on Communication Preferences

Communication preferences can be used throughout Shape for filtering, reporting, segmentation, and automation.

For example, users may create audiences that exclude records where Email Unsubscribe = Yes, Text Opt-Out = Yes, or Do Not Call = Yes.

This allows communication eligibility to become part of the audience-selection process rather than something users need to check manually one record at a time.

Opt-Out Dates

Shape can store dates associated with communication preferences.

Depending on your configuration, available date fields may include:

• TCPA Consent Date
• Do Not Contact Date
• Do Not Call Date
• Text Opt-Out Date
• Email Opt-Out Date
• Mail Opt-Out Date

These fields can provide additional context about when a communication preference was recorded.

Recommended Configuration Practices

Keep Communication Preferences in Shape

If Shape is being used for communication, applicable opt-out information should also be available in Shape so the platform can enforce those preferences when users or automation attempt outreach.

Map Available Consent Data During Lead Intake

If an external source provides consent-related information, consider mapping the applicable data into Shape during lead creation.

This keeps the information associated with the CRM record for future reference.

Automate Consistent Rules

If records from a particular source or workflow should consistently receive a specific communication preference, Automated Actions can reduce the need for manual updates.

Control Who Can Reverse Restrictions

Use Role Permissions to determine which roles can turn applicable opt-out settings back off.

This can be especially useful for organizations that want users to be able to apply restrictions while limiting who can remove them.

Review Duplicate and Shared Phone Numbers

When the same phone number appears on multiple records, confirm that applicable phone-based communication preferences are reflected consistently.

Review Failed Communication

Email and text reporting can help identify invalid or problematic contact information.

Use these reports to review whether information should be corrected, validated, or restricted based on your organization’s process.

Treat Each Channel Separately

Do Not Call, Text Opt-Out, and Email Unsubscribe are separate preferences.

A restriction on one channel does not necessarily mean every other communication channel is unavailable.

Frequently Asked Questions

Managing Communication Preferences Across Shape

Shape’s communication preferences are designed to work across the CRM rather than functioning as isolated fields on an individual record.

Depending on the communication type and configuration, Shape can:

• Automatically process supported SMS opt-out requests
• Automatically process email unsubscribe requests
• Prevent restricted calls, texts, or emails
• Disable unavailable communication actions throughout the CRM
• Synchronize applicable preferences between records sharing a phone number
• Maintain applicable preferences across branches
• Use opt-out information in filters and automation
• Accept communication preferences through supported APIs and integrations
• Allow administrators to control who can reverse restrictions
• Provide reporting tools for reviewing and managing communication data

Together, these tools help keep communication preferences connected to the same CRM records, workflows, and communication tools your team is already using.