Subscription Management and Keywords


SMS Subscription Management enables users to opt in or opt out of receiving SMS notifications. MoEngage complies with the United States SMS regulations. For more information on the regulations, refer to SMS Regulations in US.

Keywords and SMS Subscription Tracking

MoEngage uses Keywords to track the consent information for the consumer. Keywords are a standard set of reserved words that are used for tracking the SMS subscription status of the user such as START, STOP, HELP, INFO, etc.

Keyword Categories and Auto Responders

Keywords can be categorized as Opt-In, Opt-Out, Help and so on. Keywords and keyword categories can be added and configured in MoEngage and they can be added as part of the messages sent to the consumer. For every keyword category, a list of keywords and auto response messages can be added.

Auto response messages are automated messages that will be sent out when the users respond with any of the keywords in the keyword categories. For example, 'Reply with START' could be added as part of the message sent asking for the consumer for informed consent.

When the user replies with any of the keywords configured, it will be tracked by MoEngage in the standard user attribute SMS Subscription Status.

For more information on adding keywords and keyword categories, refer to Keyword Management.



MoEngage tracks customer consent in the standard user attribute SMS Subscription Status and it can have the following states.

Status Description
OPTIN MoEngage has got consent from users to receive SMS notifications.
EMPTY MoEngage has not gotten consent from the user for SMS notifications. For example, first-time users.
OPT-IN PENDING MoEngage has received confirmation that the user has signed up to receive the SMS notifications but has not explicitly consented to receive SMS notifications.
OPTOUT MoEngage has received confirmation that the users do not wish to get any SMS notifications.


MoEngage stores SMS subscription data for nine months in MoEngage databases.

SMS Partners

Integrated Connectors

MoEngage supports Twilio and Sinch as native integrations in the US. MoEngage will manage the opt-in, opt-outs, and keywords for SMS notifications for these two partners. For more information, refer to Configure SMS Connector Configuration.

Custom Connectors

Custom Connectors are used for other service providers. MoEngage does not support the opt-in, opt-outs, and keywords for SMS notifications sent using custom connectors. For more information, refer to Configure SMS Custom Connector.

Sender Number Types

Following are the common sender types:



Long codes and short codes are general purpose phone numbers. They have distinctly different features as listed below.

Sender Number Type Description
Long codes

Following are the features of long code:

  1. Contains 10-digit code
  2. Available for low-volume SMS and MMS sends.

An individual long code sends one message per second and up to 250 messages per day. Long codes are usually available for immediate purchase (takes about a week's time).

Short codes

Following are the features of short code:

  1. Contains five or six-digit numbers
  2. Used for high-volume
  3. Rapid SMS and MMS sends and replies

Short codes have a default limit of 100 sends per second, but they can be upgraded (at an additional cost). Short codes are registered on a national registry and can take 6 to 12 weeks to set up. Short codes are more expensive than long codes.


Phone numbers that are business hotlines. They allow callers to reach businesses without being charged.

In MoEngage, the field Sender Type is used to select the sender number types.


When the SMS Subscription Management Toggle is enabled:

  1. MoEngage will drop users with subscription status as 'EMPTY', 'OPT-IN PENDING' and 'OPTOUT' from campaigns and mark them as 'Not Reachable via SMS'.
  2. For active campaigns, the users who have SMS Subscription Status as 'EMPTY', 'OPT-IN PENDING' and 'OPTOUT' will be dropped in the next instance when the campaign is run.

Event Triggered Campaigns for Opt-In Pending Users

When a user has signed up to receive SMS notifications but has not expressly consented to receive SMS notifications, marketers can send a message to acquire consent via keywords.

For example, when a user subscribes to SMS notifications externally, an Opt_In Pending event needs to be fired to let MoEngage know that the user has performed such an action. Marketers can send event-triggered campaigns to such users checking if the user has executed the Opt-In Pending event in the trigger criteria as shown below.  Such a campaign will overrule all the preference management settings.
MoEngage will then set the standard user attribute SMS Subscription Status to OPT-IN PENDING.


When the user replies with any keyword from the Opt-in category, only then will the user be considered to have subscribed to the SMS notifications. MoEngage will set the attribute SMS Subscription Status as OPTIN here.

For more information, refer to Create SMS Campaign.

Opt-out Instructions

You can add the opt-out instruction in the SMS content. This is used to let the user know how they can unsubscribe from receiving SMS notifications.

Note: It is recommended that this instruction be included once in every four or five campaigns.



Preference Management

SMS Subscription Management settings overrule the Preference Management settings for SMS.  For more information, refer to Preference Management for SMS.

The settings cannot be changed in Preference Management when SMS Subscription Management is enabled as shown below.



User Profile

You can view the status of users who have subscribed or have not subscribed to the SMS notifications under 'Reachability' in the User Profile. For more information on user profiles, refer to User Profile





Was this article helpful?
0 out of 0 found this helpful