Unsubscribes

Unsubscribes are a natural part of SMS marketing—but if they start creeping too high, it’s a sign something’s not working. If your unsubscribe rate gets too high, you can trigger carrier-level filtering, which means your texts may stop reaching customers altogether.

Here’s everything you need to know about how unsubscribes work on our platform, what counts as “too many,” and how to reduce your opt-out rate over time.

What Counts as an Unsubscribe?

Per TCPA requirements, an unsubscribe (also called an opt-out) happens when a customer replies with a keyword like "STOP" or "UNSUBSCRIBE".

When this happens, our system:

• Immediately removes them from your subscriber list

• Blocks future marketing messages to that number

• Sends a confirmation message to acknowledge the opt-out

No manual action is needed on your end—we handle unsubscribes automatically and in real time.

Carrier Guidelines: Keep Your Unsubscribe Rate Below 1%

Telecom carriers monitor unsubscribe rates to protect their networks from spam and overuse. If your unsubscribe rate regularly exceeds 1% of total sends, carriers may:

• Flag your brand as high-risk

• Temporarily block your messages from being delivered

• In extreme cases, suspend your phone number

That’s why keeping your opt-out rate below 1% isn’t just a best practice—it’s critical for your SMS deliverability.

📈 Example: If you send a campaign to 10,000 subscribers, aim to keep total opt-outs under 100.

Why Do People Unsubscribe?

It’s usually not random—there are clear patterns behind high opt-out rates. Some common causes include:

• Sending too frequently

• Sending irrelevant or repetitive content

• Lack of clear value in the message

• Overuse of urgency (“LAST CHANCE!” every day doesn’t feel special)

• Not identifying your brand in the message

How to Minimize Unsubscribes

Here’s how to keep your unsubscribe rate low and build long-term loyalty with your subscribers:

1. Send Less, But Better

Quality > quantity. Don’t send just because it’s Tuesday—send when there’s real value, urgency, or news.

2. Segment Your List

Personalized messages = better results. Tailor your sends based on purchase history, engagement, or VIP status.

3. Test Frequency

Some audiences are happy to hear from you twice a week; others prefer once a month. A/B test your send cadence and monitor opt-out trends.

4. Set Expectations Early

Make it clear during opt-in what kind of messages subscribers will get—and how often. Surprises lead to unsubscribes.

5. Optional: Include an Opt-Out Reminder

You can optionally include an opt-out reminder at the end of messages now and then.
e.g. “Reply STOP to unsubscribe.”
This can be valuable for list-cleaning and to show transparency and build trust.

OneText's Unsubscribe Protections

We help you stay compliant and carrier-approved by:

• Auto-handling opt-out keywords

• Blocking further sends to unsubscribed numbers

• Logging every opt-out with a timestamp for audit protection

Troubleshooting a High Unsubscribe Rate

Noticing a sudden spike in opt-outs? Here’s a quick checklist to help you diagnose and fix the issue before it affects your deliverability:

Step 1: Check the Content

• Was the message relevant to your audience?
  Sending broad, one-size-fits-all messages? Try segmenting by interest or purchase behavior.

• Did the message clearly deliver value?
  Discounts, new arrivals, early access—was there a “what’s in it for me”?

• Was it overly aggressive?
  Too many all-caps, countdowns, or “LAST CHANCE” vibes? Dial back the urgency.

Step 2: Look at Send Frequency

• Have you sent multiple messages in the last few days?
  Even great messages lose impact if you're over-sending.

• Did you recently increase frequency without warning?
  Subscribers notice. Always set expectations when possible.

Step 3: Review Your Segment

• Was this sent to new subscribers?
  If they haven’t engaged yet, they may not feel connected. Warm them up first.

• Was this your full list?
  Consider testing campaigns on a smaller segment before going wide.

Step 4: Inspect the Opt-Out Language

• Did you include a clear unsubscribe option?
  Occasionally adding “Reply STOP to opt out” to messages can help weed out unengaged subscribers, cleaning your list in the process.

Step 5: Check for External Triggers

• Have you run a giveaway or promo with a high-volume opt-in?
  Sometimes large list spikes include low-intent users who churn quickly.

• Did you acquire numbers through a new list source or campaign?
  Make sure all sources meet TCPA requirements and set proper expectations.

Still Not Sure?

• Try an A/B test with new messaging or frequency

• Reach out to your CSM—we can help diagnose patterns

• Watch for trends across campaigns: is this a one-off, or part of a broader issue?