SMS Opt-Out Management
UK and US law requires businesses to honor SMS unsubscribe requests within 24 hours. Toolfy automatically processes STOP replies and prevents further messages to opted-out customers, keeping you compliant without manual work.
How automatic opt-out works
Customer replies with STOP
When a customer replies STOP, UNSUBSCRIBE, CANCEL, END, or QUIT to any SMS from your Toolfy number, Twilio intercepts the reply and marks them as opted out.
Toolfy receives the opt-out signal
Twilio sends a webhook to Toolfy within seconds. We immediately flag the customer record with "SMS opt-out: active" and log the opt-out timestamp.
Future SMS messages are blocked
All automated reminders (job confirmations, invoice follow-ups, review requests) skip this customer. Manual SMS sends show a warning that the customer has opted out.
Email remains active
Opting out of SMS does not affect email notifications. The customer continues to receive email reminders unless they also unsubscribe from email.
View opt-out status
On the customer record
Open any customer and look for the "SMS preferences" section. If they've opted out, you'll see:
In the customer list
Navigate to Customers and add the "SMS status" column (click the column picker). Opted-out customers show a red "Unsubscribed" badge.
In message logs
Go to Reminders → Message logs. Messages blocked by opt-out show status "Skipped (opted out)" with a link to the customer record.
Re-subscribing customers
Customers can opt back into SMS, but you must obtain explicit consent first. Never re-enable SMS without permission.
Customer-initiated re-subscribe
If a customer texts START, YES, or UNSTOP to your Toolfy number, Twilio automatically re-subscribes them and Toolfy receives the webhook. SMS reminders resume immediately.
Manual re-subscribe (after explicit consent)
- 1.Confirm the customer wants to receive SMS reminders again (verbal consent, email request, or in-person conversation)
- 2.Open their customer record in Toolfy
- 3.In the "SMS preferences" section, click "Remove opt-out"
- 4.Add a note documenting when and how consent was obtained (for compliance records)
Preventing opt-outs
Most customers opt out because they receive too many messages or the content isn't relevant. Follow these best practices:
✓ Good SMS practices
- • Send only essential reminders (job confirmations, day-before, overdue invoices)
- • Let customers choose which reminders they want during onboarding
- • Include your business name in every message
- • Send at reasonable hours (9am–7pm customer's timezone)
- • Make messages short and actionable
✗ What causes opt-outs
- • Sending daily "check-in" messages
- • Marketing/promotional content
- • Messages with no clear purpose
- • Texting outside business hours
- • Forgetting to include your business name
Bulk opt-out management
Export opt-out list
Navigate to Customers → Export → Custom fields and select "SMS opt-out status" and "SMS opt-out date". This CSV helps you audit compliance or migrate to another system.
Import opt-outs from another system
If you're migrating from another SMS provider, you must honor existing opt-outs. Email support@toolfy.io with a CSV of opted-out phone numbers (one per line). We'll bulk-import them before your first send.
Suppress SMS for specific customer segments
Use customer tags to suppress SMS without marking as opted-out. For example, tag customers as "Email-only" and configure reminder rules to skip SMS for that segment. This keeps them in your SMS audience if they change their mind later.
Compliance requirements
Toolfy's opt-out system meets UK, US, and EU SMS compliance regulations. Here's what you need to know:
Include opt-out instructions in first message
The first SMS to a new customer should include "Reply STOP to opt out" or similar language. Toolfy's default templates include this automatically, but if you customize message copy, keep the opt-out line.
Honor opt-outs within 24 hours
Toolfy processes opt-outs instantly, but regulations allow up to 24 hours. If a customer opts out and receives one more message within that window (e.g., a scheduled reminder already in queue), that's still compliant.
Keep opt-out records for 4 years (UK/EU)
Toolfy retains opt-out timestamps indefinitely as part of customer records. If you delete a customer, export their data first to maintain compliance documentation.
Only send transactional SMS (not marketing)
Toolfy SMS is designed for transactional messages (appointment reminders, payment confirmations, job updates). Promotional SMS ("New service discount!") requires stricter consent and is not supported by default.
Common questions
What happens if I manually text an opted-out customer?
Toolfy blocks the send and shows a warning: "This customer opted out on [date]. Re-enable SMS only if they've explicitly consented." You cannot override the block without removing the opt-out flag.
Can customers opt out of specific message types?
Not yet. Replying STOP opts out of all SMS from your Toolfy number. Selective opt-out (e.g., "only job confirmations, no invoice reminders") is on the roadmap. For now, use email for customers who want fewer messages.
Does opt-out apply across all my Toolfy organizations?
No. Opt-outs are scoped to the Twilio number that sent the message. If you operate multiple Toolfy organizations with separate SMS numbers, a customer can opt out of one and still receive messages from another (though this is rare).
How do I track opt-out rate over time?
Use the stats on the Reminders page (Activity and recent deliveries) to keep an eye on opt-out trends. A healthy opt-out rate is under 2% per month. If it's higher, review your message frequency and content.
Related articles
- Set Up SMS Notifications - Configure SMS reminders
- Troubleshoot SMS Delivery - Fix delivery issues
- Customer Communication History - View all messages sent to a customer