How to use unsubscribe detection

Discover how to use the Unsubscribe detection feature, which automatically unsubscribes someone if their message likely contains an opt-out request.  

Using this feature is highly recommended, as the FCC ruled that brands must respect opt-out requests made through “any reasonable means.” 

How it works

This feature:

• On by default in Klaviyo 
• Only affects subscribers in the United States

Unsubscribe detection evaluates all inbound text messages (i.e., ones from your customer to your brand’s sending number). It also assigns an Intent score, which represents the likelihood that the inbound message contains an opt-out request. 

Say that someone texted "SOTP" instead of "STOP" or texted something like "Please no more messages." Clearly, the person intended to unsubscribe, but the keyword is either mis-spelled or missing. In these cases, the Unsubscribe detection feature would still remove consent. 

View or change this setting

To find the Unsubscribe detection feature

1. Select your account name in the lower left corner.
2. Click Settings > SMS. 
3. Navigate into the Keyword responses tab. 
4. Scroll to the Unsubscribe detection feature. 
   • This feature is on by default and is recommended if you have SMS subscribers in the United States.
     
5. If you want to turn this feature on or off, simply select On or Off, then click Save.  

Review messages that caused an opt-out

You can and should also review any message that resulted in an unsubscribe based on intent. 

While Klaviyo is offering this feature to assist customers in tracking opt-out requests, tracking opt-out requests made by means other than the FCC’s mandatory opt-out keywords is still your brand’s responsibility. 

You can review inbound messages (including those marked as unsubscribe requests) to confirm that:

• Those messages have been properly categorized.
• Other inbound messages (ones not flagged as unsubscribe requests) do not express the intent to opt out. 

The simplest approach is to create a segment and then review the message for each profile. 

Create a segment for unsubscribes based on intent

1. Navigate to Audience > Lists & segments. 
2. Select Create New > Create segment. 
3. Name the segment (e.g., Intent unsubscribes). 
4. Set the following condition:
   • What person has or has not done > Sent SMS > at least once in the last > 30 days > where Intent 1 > equals > Ask to unsubscribe
     
5. Click Create segment. 

Review message that caused the unsubscribe

To see which message caused the opt-out: 

1. Click 1 of the profiles in the segment. 
2. On the right-hand side, filter the event to Sent SMS.
   
3. Click the down arrow next to that metric.
   
4. Review what the person sent by looking at the Message body. 
   • Intent 1 indicates that there may have been a request to unsubscribe; however, it does not mean an unsubscribe occurred. 
   • The Intent 1 Confidence indicates how confident Klaviyo is that the profile requested to unsubscribe. If this number is low, it may not result in an opt-out.

Additional resources 

• Read about the April 11 SMS opt-out compliance change
• Learn how to configure your opt-out keyword settings
• See this section on Klaviyo's SMS compliance settings