Opt-in and opt-out done right: STOP, HELP, and confirmation messages
A clean SMS program has three moving parts: a clear opt-in that captures consent, a confirmation message that sets expectations, and instant opt-out handling for STOP-type keywords. Support HELP for information requests, honor STOP account-wide and immediately, and log every opt-in and opt-out so you can prove the flow worked.
Opt-in and opt-out mechanics are where SMS compliance meets everyday operations. The legal requirement — get consent, let people leave — is simple. The reliability of the plumbing that enforces it is what actually keeps you compliant. This guide walks through the flow outreach teams should build. It is general information, not legal advice; loop in your compliance team on the specifics.
The opt-in
Consent starts at opt-in. Whether the person texts a keyword to your number, checks a box on a web form, or fills out a paper form, the opt-in should make clear:
- Who they are agreeing to hear from.
- What kind of messages they will get (marketing, alerts, both).
- How often, if you can estimate it ("msg frequency varies" is common).
- That message and data rates may apply.
- How to opt out (reply STOP) and how to get help (reply HELP).
For marketing messages, the opt-in also needs to satisfy consent requirements — see our guide on express vs express written consent.
The confirmation message
After someone opts in, best practice is to send a single confirmation (sometimes called a double opt-in when it asks the person to confirm). A good confirmation message:
- Identifies your business by name.
- Restates what they signed up for.
- Includes the opt-out instruction (Reply STOP to cancel) and help instruction (Reply HELP for help).
- Notes that message and data rates may apply.
This message does two jobs: it confirms the number is real and reachable, and it documents that the person was told how to leave.
STOP: the opt-out keyword
Recipients must be able to opt out, and you must honor it promptly. In practice, carriers and industry guidelines treat a family of keywords as opt-out requests — commonly STOP, STOPALL, UNSUBSCRIBE, CANCEL, END, and QUIT. When someone sends one:
- Suppress them immediately — not in the next batch.
- Suppress account-wide, not just for the campaign they replied to. A person who opts out of one list should not resurface on another.
- Send one final opt-out confirmation ("You are unsubscribed and will receive no further messages") and then stop.
"Promptly" is the operative word. Honoring STOP hours or days later, or only within a single campaign, is a common failure that generates complaints and legal exposure.
HELP: the information keyword
HELP (and often INFO) is a request for information, not an opt-out. A HELP reply should return a short message identifying your business and pointing to support — for example, your company name, a support contact, and a reminder that they can reply STOP to cancel. Handling HELP well is both an industry expectation and a courtesy.
Log everything
Every opt-in and opt-out is a compliance event. Keep a record of:
- The opt-in: when, how, the disclosure shown, and the number.
- The confirmation sent.
- Any STOP received and the exact time you suppressed the number.
- Any HELP received and the response.
If a recipient later claims they never consented or that you kept texting after they opted out, this log is what settles it.
How Fivra handles it
Fivra is built around this flow. STOP and other opt-out keywords suppress the contact account-wide automatically, so an opt-out on one campaign carries across your whole account. Opt-out and screening activity is written to append-only audit logs you can export as CSV or JSON. The platform enforces the suppression; designing your opt-in language and confirming your consent capture is still on you, and none of it is a substitute for legal advice.
FAQ
What keywords should trigger an opt-out?
Industry practice treats STOP, STOPALL, UNSUBSCRIBE, CANCEL, END, and QUIT as opt-out requests. Recognizing this common set — not just the single word "STOP" — is the safer approach.
Do I have to send a confirmation message?
A confirmation (or double opt-in) message is a strong best practice. It verifies the number, sets expectations, and documents that the recipient was told how to opt out. Some programs and platforms treat it as standard.
What does HELP do?
HELP is an information request, not an opt-out. Reply with a short message identifying your business, a support contact, and a reminder that the person can reply STOP to cancel.
How fast do I have to honor STOP?
Opt-outs must be honored promptly. Best practice is immediate, automatic suppression rather than waiting for the next batch or campaign.
Should an opt-out apply to just one campaign or my whole account?
Account-wide is the safer approach. If someone opts out of one list, suppressing them everywhere prevents them from resurfacing through another campaign, which is a common source of complaints.
Does Fivra suppress opt-outs automatically?
Yes. Fivra suppresses opt-out keywords account-wide automatically and logs the suppression to exportable audit logs. It enforces the mechanics, but your consent capture and legal compliance remain your responsibility.
Outreach at volume. Compliance by default.
Fivra pairs high-volume SMS broadcasting with a built-in power dialer and real-time TCPA & DNC screening — one platform for high-volume teams.
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