April 11 SMS opt-out compliance change

April 11 SMS opt-out compliance change

Estimated 3 minute read

Updated Jul 7, 2025, 12:00 AM EST

Table of contents

What are the key changes?
How is Klaviyo solving for the new revocation rules?
Additional resources

Find out about the FCC’s revocation rules that went into effect on April 11, 2025, and what updates Klaviyo made in response.

This information is intended solely for educational and informational purposes and should not be construed as legal advice. The content provided is general in nature and may not reflect the most up-to-date information. Klaviyo strongly advises consulting with a qualified legal counsel to ensure your compliance with applicable laws and regulations in connection with your use of our services.

What are the key changes?

The FCC’s ‘Revocation of consent’ ruling gives consumers more ways to unsubscribe from SMS marketing programs.

The main highlights of these rules are that brands:

Honor all of the following opt-out keywords:
STOP
QUIT
END
CANCEL
UNSUBSCRIBE
REVOKE
OPT OUT
Honor unsubscribe requests made by any “reasonable means” within a reasonable time, no later than 10 business days after receipt.
This means that consumers may opt out of SMS by sending a message expressing an intent to opt out, even if that message does not contain one of the above keywords.
Honor unsubscribe requests made by consumers via telephone call or sent to a brand’s email address.
May send 1 text confirming the opt-out as long as this acknowledgement is:
Sent within 5 minutes of the unsubscribe request, or later if the sender can show that the delay was reasonable.
Free of any marketing or promotional information.

To summarize, this new regulation significantly expands on the ways subscribers can opt out of SMS marketing.

How is Klaviyo solving for the new revocation rules?

Prior to April 11, 2025

Before April 11, 2025, Klaviyo supported the keywords STOP, QUIT, END, CANCEL, and UNSUBSCRIBE.

Additionally, you could choose when an opt-out keyword would trigger an opt out. By setting a keyword to either “contains” or “exact match,” Klaviyo would unsubscribe someone when the opt-out keyword:

Contains: appeared within a longer message (“Quit sending me texts”)
Exact match: was the entire message (“Quit”)

You also have the ability to manually remove consent at any time, such as if someone requests an unsubscribe without a keyword.

As of April 11, 2025

Klaviyo added:

An unsubscribe detection feature, which unsubscribes someone if their message likely contains a request to opt out.
Currently, this feature is only available for messages received from devices with a United States country code.
2 new unsubscribe keywords:
REVOKE
OPT OUT

More about the unsubscribe detection feature

The unsubscribe detection feature is on by default. You can turn it off, but this is not recommended if sending to anyone in the United States.

With this feature, Klaviyo looks for things like typos and alternate spellings as well as evaluating the overall message itself. So even if one of the listed keywords isn’t used, Klaviyo may still unsubscribe someone if the confidence is high enough that the message is conveying an intent to opt out.

For example, inbound messages such as “remove me,” “do not contact,” or “remove this number” would be categorized as an unsubscribe request. Thus, SMS consent from those profiles is automatically removed.

When Unsubscribe detection is on, you can also turn on Reply with instructions on how to unsubscribe. This optional setting sends opt-out instructions when an inbound request is less clear, without removing SMS consent. See how to use unsubscribe detection for setup and message-review steps.

Review inbound messages regularly, including messages that were not flagged as unsubscribe requests and messages that received opt-out instructions. It is ultimately your responsibility to comply with the FCC’s regulations.

Additional resources

How to use unsubscribe detection

Learn how to either automatically unsubscribe or send unsubscribe instructions when an inbound message likely includes an opt-out request. - How to configure your opt-out keyword settings

Learn how to control when an opt-out keyword results in an unsubscribe. - Basics: SMS compliance

Get an overview of 7 important aspects of SMS compliance.

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