Shape includes built-in tools for managing SMS opt-outs and email unsubscribe requests throughout the platform.
When a recipient opts out, Shape records that preference and prevents future communications through the applicable channel. Opt-out status is also reflected throughout the CRM so users can quickly see when a contact should not be emailed or texted.
This guide explains how SMS opt-outs and email unsubscribes work, how they affect future communications, where users can manage them, and how Shape handles opt-out preferences across records and branches.
SMS Opt-Out
Shape supports standard carrier-recognized opt-out behavior for SMS messaging.
When a recipient replies to a Shape text message with a supported opt-out keyword, the recipient’s phone number is automatically opted out from future text messages.
Common opt-out keywords include:
- STOP
- STOPALL
- UNSUBSCRIBE
- CANCEL
- END
- QUIT
Shape’s underlying messaging providers handle applicable opt-out keywords according to their supported messaging requirements.
Once an SMS opt-out is received, Shape records the opt-out and blocks future SMS and MMS messages to that phone number.
Users do not need to manually update the record after a supported SMS opt-out is received.
What Happens After Someone Opts Out of Texting?
Once a Text Opt-Out is active, Shape prevents SMS and MMS messages from being sent to that phone number.
This applies to both:
- Manual text messages
- Automated text messages
Texting actions are also disabled throughout applicable areas of Shape so users can see that the recipient cannot currently be texted.
Depending on where you are working, this may include areas such as:
- Record details
- List pages
- Quick communication actions
- Texting sidebars and slideouts
- Conversations and SMS Inbox
- Other areas where texting can be initiated
This helps prevent users from accidentally attempting to text a phone number that has already opted out.
Opt-Outs Follow the Phone Number
SMS opt-outs are associated with the recipient’s phone number, not simply an individual CRM record.
If the same phone number appears on multiple records, Shape can apply the applicable opt-out preference to the matching records.
This is important because duplicate or related records should not create a way to continue texting a phone number that has already opted out.
For organizations using Shape’s multi-branch architecture, applicable opt-out preferences can also sync across branches so the same phone number is not treated as opted in simply because it exists in another branch.
Opting Back Into SMS
Supported opt-in keywords may allow a recipient to resume receiving messages.
Common supported keywords include:
- START
- YES
- UNSTOP
Available commands and behavior can vary based on the underlying messaging provider and number type. For example, some toll-free messaging configurations may use UNSTOP as the applicable re-subscribe command.
Because messaging providers may enforce opt-out status at the carrier or messaging-provider level, simply changing a CRM field does not necessarily override an external messaging-provider opt-out.
If a recipient previously opted out by keyword and needs to resume receiving messages, having the recipient use the supported opt-in process is generally the cleanest approach.
HELP and INFO Keywords
Recipients may also send supported informational keywords such as:
- HELP
- INFO
When supported by the applicable messaging provider, these commands return information about the messaging program and available messaging controls.
Some provider-generated responses are controlled by the messaging carrier or provider and cannot be customized within Shape.
Email Unsubscribe
Shape also manages unsubscribe requests for email.
For applicable marketing and bulk emails, Shape automatically includes unsubscribe functionality so recipients have a direct way to stop receiving future marketing emails.
When a recipient uses the unsubscribe option, Shape records the email unsubscribe preference and prevents future Shape emails from being sent to that email address.
This means users do not need to manually locate the contact and unsubscribe them after the recipient completes the unsubscribe process.
What Happens After Someone Unsubscribes From Email?
Once Email Unsubscribe is active, Shape blocks both manual and automated email communication to the affected email address.
This can include:
- Individual emails
- Bulk email campaigns
- Drip campaign emails
- Triggered emails
- Other automated email communication
The record’s communication status is also reflected throughout Shape so users can identify that the recipient has unsubscribed.
Marketing and Bulk Email Unsubscribe Links
Shape automatically appends unsubscribe functionality to applicable marketing and bulk emails.
Organizations should not remove, obscure, or attempt to work around this functionality.
Unsubscribe functionality is an important part of maintaining healthy email sending practices in addition to meeting applicable mailbox-provider requirements.
Manually Opting Someone Out
Users can also manually apply communication preferences when a recipient asks not to receive additional communication outside of the automated unsubscribe process.
Within a record, applicable communication preferences are available in areas such as the Status dropdown and consent or marketing preference settings.
Depending on your organization’s configuration, available options can include:
Text Opt-Out — Blocks manual and automated SMS and MMS communication.
Email Unsubscribe — Blocks manual and automated email communication.
Do Not Call — Blocks calling through Shape.
Do Not Contact — Blocks applicable communication channels for the record.
No TCPA Consent — Prevents automated text messaging while still allowing other supported communication types.
The distinction between these settings is important. For example, Text Opt-Out blocks texting entirely, while No TCPA Consent is specifically designed to prevent automated texting.
No TCPA Consent vs. Text Opt-Out
These two settings serve different purposes in Shape.
No TCPA Consent — When No TCPA Consent is enabled, Shape prevents automated text messages from being sent to the record. Manual texting can still be available, along with calling and email, unless another communication preference blocks those channels.
Text Opt-Out — When Text Opt-Out is enabled, Shape blocks SMS and MMS communication entirely through Shape, including manual and automated messages.
This distinction allows organizations to manage automated communication eligibility separately from a full SMS opt-out.
Organizations are responsible for determining when these settings should be applied based on their own consent and communication policies.
Managing Opt-Out Permissions by Role
Because communication preferences can have compliance implications, Shape allows organizations to control who can remove certain opt-out preferences.
Users may be permitted to apply an opt-out when a recipient asks not to be contacted.
However, removing an existing opt-out can be restricted based on role permissions.
For example, an organization may configure Shape so that only authorized roles can remove:
- Do Not Contact
- Do Not Call
- Text Opt-Out
- Email Unsubscribe
- Other applicable communication preferences
This provides an additional safeguard against a user accidentally re-enabling communication for someone who previously opted out.
Administrators should review their organization’s Role Permissions configuration to determine which roles can modify these settings.
Managing Opt-Outs Through Automated Actions
Opt-out management can also be incorporated into Shape’s automation tools.
Automated Actions can be configured to respond to certain events or record conditions.
For example, an organization could create automation that:
- Identifies a communication failure or other applicable condition.
- Adds a tag to the record.
- Updates the appropriate communication preference.
- Removes the record from future communication workflows.
This can be particularly useful when managing large databases where manually reviewing every communication event would be impractical.
Organizations should determine which automated opt-out rules are appropriate for their own workflows.
Managing Failed or Invalid Contact Information
Shape’s reporting tools can help teams identify contact information that may need attention.
For example, users can review email or SMS reporting for failed communications and use available bulk actions to clean up communication lists.
Depending on the applicable report and configuration, users may be able to bulk apply:
- Email Unsubscribe
- Text Opt-Out
This makes it easier to prevent repeated attempts to communicate through contact information that your organization has determined should no longer be used.
A failed communication does not necessarily mean a recipient requested an opt-out, so organizations should determine how failed or invalid contact information should be handled based on their own data-management policies.
Viewing Consent and Opt-Out Information
Shape provides consent and marketing information within applicable areas of a record.
Depending on your configuration, this can include information such as:
- Consent entry date
- Entry ID
- User IP
- Source URL
- Form title
- Referring website
- Opt-in method
- Opt-in timestamp
- Communication preferences
These fields can be useful for organizations that receive consent information from websites, lead providers, forms, integrations, or other systems.
If an external source does not provide a particular consent field, that field may remain blank in Shape.
API and Integration Considerations
Organizations using Shape’s API or integrations may also pass applicable communication preference information into Shape.
This can be important when another system is the original source of an opt-out.
When integrating external systems with Shape, make sure your field mappings correctly distinguish between the available communication preferences.
For example, these should not automatically be treated as interchangeable:
- No TCPA Consent
- Do Not Contact
- Do Not Call
- Text Opt-Out
- Email Unsubscribe
They control different types of communication within Shape.
If you are building an integration and need assistance identifying the appropriate fields or mappings, contact Shape Support.
Best Practices for Managing Opt-Outs
A few operational practices can make communication preference management much easier.
Respect the Most Restrictive Known Preference
If a recipient has already opted out of a communication channel, avoid creating workflows designed to bypass that preference through another record, branch, user, or sending number.
Keep Duplicate Records in Mind
Because the same person or phone number may appear more than once in a CRM, Shape’s opt-out syncing helps prevent duplicate records from accidentally continuing communication.
Be Careful When Removing Opt-Outs
Removing an opt-out is different from adding one. Consider limiting the ability to remove communication restrictions to authorized roles.
Keep Your Integrations Aligned
If another platform sends consent or opt-out information into Shape, verify that its field mappings correspond to the correct Shape communication preferences.
Review Communication Reporting
Email and SMS reports can help identify failed communications, bounces, opt-outs, and other issues that may affect the quality of your contact database.
Frequently Asked Questions
What happens when someone replies STOP?+
Shape’s messaging infrastructure recognizes supported opt-out keywords. The recipient’s phone number is opted out from future SMS and MMS communication, and Shape records the applicable opt-out.
What keywords can recipients use?+
Common supported opt-out keywords include STOP, STOPALL, UNSUBSCRIBE, CANCEL, END, and QUIT.
Supported keywords can vary based on the underlying messaging provider and number type.
Can someone opt back into texting?+
Supported opt-in commands can include START, YES, and UNSTOP. The exact behavior can depend on the messaging provider and number type.
Does Text Opt-Out block automated texts only?+
No. Text Opt-Out blocks both manual and automated SMS/MMS communication.
What if I only want to prevent automated texts?+
Shape provides a No TCPA Consent preference that prevents automated text messages while allowing other supported communication methods unless they are separately restricted.
What happens when someone clicks unsubscribe in an email?+
Shape records the Email Unsubscribe preference and prevents future Shape email communication to the affected email address.
Does Shape include an unsubscribe option automatically?+
Yes. Shape automatically provides unsubscribe functionality on applicable marketing and bulk email messages.
Can I manually unsubscribe someone?+
Yes. Applicable communication preferences can be updated within the record, subject to your organization’s permissions.
Can anyone remove an opt-out?+
Not necessarily. Organizations can restrict the ability to remove communication preferences based on user role.
Does an SMS opt-out apply only to one CRM record?+
Opt-outs are associated with the communication information itself. Shape can synchronize applicable opt-out preferences across records sharing the same phone number and across applicable branches.
What if the same contact exists in multiple branches?+
Shape’s cross-branch opt-out management is designed to keep applicable communication preferences synchronized so an opt-out is not unintentionally bypassed by communicating from another branch.
Why is the Text or Email button disabled?+
If a record is opted out of that communication method, Shape disables the applicable action in supported areas of the platform to prevent users from attempting that communication.
Can we automatically opt records out?+
Shape’s Automated Actions can be used to update communication preferences based on configured events or conditions.
Can we manage opt-outs in bulk?+
Applicable Shape reports and bulk actions can be used to manage communication preferences for multiple records, depending on the report, user permissions, and configuration.
Are opt-outs available through the API?+
Applicable communication preference fields can be supported through Shape’s integration and API workflows. When building an integration, make sure each external preference is mapped to the correct Shape field rather than treating all opt-outs as the same type.
Does Shape determine when my organization has permission to contact someone?+
No. Shape provides the software controls used to manage communication preferences and consent information. Each organization is responsible for determining when and how it is permitted to communicate with its contacts.
Keeping Communication Preferences Accurate
SMS opt-outs and email unsubscribes should be treated as persistent communication preferences, not simply as campaign-level settings.
Shape is designed to carry those preferences throughout the platform by blocking the applicable communication method, reflecting the restriction throughout the UI, syncing applicable preferences across matching records and branches, and providing reporting, automation, permissions, and integration tools to help organizations manage their contact data.
If an opt-out does not appear to be applying correctly, or you need help configuring communication preferences, role permissions, automation, or integrations, contact Shape Support.