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Include an unsubscribe option in your SMS messages

In this article, we will explain how to add an unsubscribe option to your SMS messages.

Before you start

Is it mandatory to add an unsubscribe option in SMS messages?

Depending on the type of SMS message you are sending, different rules can apply: 

  • SMS campaigns 
    The CNIL imposes that all SMS campaigns must contain a way for the recipients to easily unsubscribe from the sending list of the message sender.
  • Transactional SMS
    When sending transactional SMS (confirmation code, purchase, appointment reminder, etc.), adding a way to unsubscribe is not mandatory.

How to include an unsubscribe option in SMS messages?

Brevo offers two options to let your contacts unsubscribe from your SMS messages:

🛑 STOP code 🔗 Unsubscribe link

The STOP code is a system that allows each recipient of SMS messages to have an easy way to unsubscribe from the sending list of the message sender by simply replying the word "STOP".

The use of the STOP code is mandatory when sending SMS messages to some countries. It can also be used as an unsubscribe option in other countries:

Mandatory Supported
  • 🇫🇷 France
  • 🇺🇸 United States of America
  • 🇨🇦 Canada
    Follow our dedicated guidelines to comply with the United States and Canadian SMS marketing regulations.

Special case:

  • 🇳🇴 Norway (UNSUB)
    ❗️ Important
    The STOP code doesn't work in Norway. You have to include the UNSUB code instead to enable your Norway recipients to unsubscribe to your SMS campaigns.
  • 🇦🇹 Austria
  • 🇫🇮 Finland
  • 🇩🇪 Germany
  • 🇳🇱 Netherlands
  • 🇸🇪 Sweden
  • 🇪🇸 Spain
  • 🇮🇹 Italy 
  • 🇨🇭 Switzerland
  • 🇬🇧 United Kingdom
  • 🇩🇰 Denmark
  • 🇦🇺 Austalia
  • 🇵🇫 French Polynesia
  • 🇮🇪 Ireland
💡 Good to know
If your contacts live in a country where the STOP code is not available, include an unsubscribe link in the SMS messages you send them instead.

When sending SMS messages to contacts in these countries, include "Reply STOP to [STOP_CODE]" at the end of every SMS, where STOP_CODE will, at the time of sending, automatically be replaced by a code specific to SMS campaigns or transactional SMS.

Your recipients can also reply to your SMS campaigns with other keywords with different purposes. To learn more, check our dedicated article SMS opt-out keywords (HELP, STOP, START, INFO).

How does Brevo manage SMS unsubscriptions?

The management of SMS unsubscriptions is automatically done by Brevo. After unsubscribing, contacts are automatically blocklisted and receive an automatic confirmation message.

⏩ What's next?

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

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