There are several cases when Klaviyo will automatically remove consent from an SMS subscriber. Usually, this happens when Klaviyo receives certain information, such as:
- The subscriber has opted out
- The subscriber changed phone numbers or carriers
- A text failed because of a permanent reason
This article dives into exactly what causes Klaviyo to remove SMS consent.
Subscriber Opted Out via a Keyword
The most common reason why Klaviyo will remove SMS consent is when the subscriber opts out using one of the following keywords:
At this point, the subscriber clearly communicated that they no longer wish to receive SMS messages from your brand. Thus, Klaviyo will make sure no new texts can be sent to this number until that individual resubscribes.
Subscriber Changed Numbers or Providers
Wireless carriers each have their own list of customers. The list is updated when someone:
- Gets a new number
- Leaves that wireless carrier
When either of these situations happens, consent for that number no longer applies — regardless of whether someone changes or keeps their number when they switch providers. Since carriers don’t track when someone gets a new number, continuing to send to someone after they change providers puts you at risk of messaging someone who wasn’t the original subscriber and who never opted in.
As of September 2021, once a day, Klaviyo will automatically remove consent for any profile who was either removed from their original carrier’s list or has a new number. This way, you don’t risk breaking compliance laws by sending to someone who didn’t subscribe.
If this is the case, you’ll see the unsubscribe reason listed as:
- Carrier Deactivation
Text Failed due to a Hard Bounce
A hard bounce for SMS is when the text cannot be delivered due to a permanent error that will not go away with time or location — the same as a hard bounce for email.
If a text isn’t delivered for one of the reasons listed below, it is considered a permanent failure reason and Klaviyo will automatically remove SMS consent for that number:
- Phone Number is Not Valid
- Device Incapable of Receiving SMS