Allow Recipients to Reply to Opt Out

When sending marketing and promotional SMS, you must comply with anti-spam regulations – below we reference those applicable to Australia and New Zealand. One of the core requirements is that recipients must be provided with a clear and functional method to opt out (unsubscribe) from receiving further messages.

To support this, Edgility allows you to enable opt-out via SMS reply, which automatically unsubscribes the recipient and adds their number to a designated Opt-Out List. This functionality now includes support for multiple opt-out lists, giving you greater flexibility and compliance control.

New: Support for Multiple Opt-Out Lists

Previously, opt-outs were managed under a single list per account. With the updated system, you can now create separate opt-out lists to manage preferences by communication type, such as:

Marketing

Transactional

Event Alerts

Regional Notifications

This means a contact can unsubscribe from marketing messages while still receiving essential or transactional communications, as long as each message is associated with a different list.

Example: A customer opts out of your “Marketing” list by replying STOP. They will still receive appointment reminders if those are sent using a different opt-out list (e.g. “Reminders”).

Enabling Opt-Out via Reply

To configure opt-out via reply in your account:

Navigate to Opt Out Lists in your dashboard.

Click on the Opt Out Settings tab.

In the Opt Out Keywords section, enter one or more opt-out keywords (e.g. STOP, UNSUBSCRIBE, CANCEL) and click Add Keyword.

Set a Default Opt-Out List to capture opt-outs when a message is sent without a specific list assigned.

(Optional) Enable Opt-Out Confirmation SMS to send an automatic reply confirming the recipient has unsubscribed.

Click Save to apply the changes.

When a recipient replies using one of your configured keywords, their number will be automatically added to the relevant Opt-Out List.

Assigning Opt-Out Lists to Messages

When sending an SMS, you can now choose which Opt-Out List to assign to that message. This allows you to target opt-outs by campaign or message category.

If no list is selected, the system will apply your default opt-out list, which is configured under Opt Out Settings.

Country-Specific Requirements

Australia

Under the Spam Act 2003 (Cth), all commercial electronic messages must:

Identify the sender

Contain a clear and functional unsubscribe facility

Action unsubscribe requests within 5 business days

Edgility helps you meet these requirements by enabling keyword-based opt-outs, automated list management, and optional confirmation messaging.

New Zealand

Under the Unsolicited Electronic Messages Act 2007, commercial messages must:

Be clearly identified as promotional

Include accurate sender information

Offer a free, low-cost, or easily usable unsubscribe mechanism

Using reply-based opt-outs with keywords like STOP ensures you meet these standards. You can further customise your sender identity using local sender ID options.

Sender ID and Reply Handling

The ability for recipients to reply and opt out depends on the Sender ID used:

Sender ID Type	Supports Reply Opt-Out	Notes
Shared Local Number	Yes	Replies are received and opt-outs processed
Dedicated Virtual Number	Yes	Full 2-way messaging supported
Custom Sender ID	No	Replies are not possible — you must include a manual opt-out URL or alternative unsubscribe method in the message

 

If you’re using a custom sender ID, you must provide a clear unsubscribe instruction, such as a short link to a landing page where users can opt out manually.

Best Practices

Include an opt-out instruction in all promotional messages (e.g. “Reply STOP to unsubscribe”)

Assign the appropriate Opt-Out List based on message type

Avoid mixing critical messages (e.g. service alerts) with marketing content

Use short links or unsubscribe pages when reply handling is not available