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Opt-outs & Unsubscribes

7 min. readlast update: 03.12.2025

This section explains how opt-outs and unsubscribes function across various communication channels. It details the processes for email and SMS, describes how unsubscribe links are configured, and explains how these actions are automatically managed within the system.

 

Introduction to Opt-Outs

Opt-outs are supported across multiple channels, including email, SMS, push notifications (web and mobile). When a customer opts out via your website or other integration methods, this change must be communicated through a Player Consent API update. Customers flagged with an opt-out status are automatically excluded from receiving communications during campaigns or journeys. Similarly, if a player unsubscribes from a specific channel, they will be excluded from further messages on that channel.

 

 

🔷 Click here to view further details about Marketing Communication Versus Transactional Communication

 

Email Unsubscribes

How Email Unsubscribes Work

  1. Unsubscribe Process:

    • A customer clicks on the unsubscribe link in an email.
    • They are redirected to an internal unsubscribe URL (e.g., https://web1.me/unsubscribe/xxxx-xxxx-xxxx-xxxx).
    • The customer is added to the email unsubscribe list and will no longer receive email communications.
    • The customer is then automatically redirected to a predefined Unsubscribe Redirect URL (landing page), which displays a confirmation message. This redirection occurs in less than a second and is seamless to the customer.
    • Ensure the Unsubscribe Redirect URL is configured in Settings / Global Preferences / System Preferences as described above.

  2. Management:

    • Administrators can view the email unsubscribe list within the system.
    • Customers can be manually removed from the unsubscribe list by navigating to Unsubscribes / Email.
    • A webhook can be configured to notify in real time when a customer unsubscribes via settings found under Settings / Email Settings / Email Unsubscribes.

 

Configuring the Email Unsubscribe Link

Option 1: Automatic (English Only)

  • Setup Steps:
    1. Go to Settings / Email Settings / Email Unsubscribes and enable the option Automatically add an unsubscribe link.
    2. Under Global Preferences / System Preferences, add the Unsubscribe Redirect URL (e.g., https://yourdomain.com/landing). This landing page should display a friendly message confirming the unsubscription. A query string parameter (e.g., ?lang=en) is appended to indicate the customer's language.

Option 2: Manual Per Message (Supports Multiple Languages)

  • Setup Steps:
    1. Go to Settings / Email Settings / Email Unsubscribes and disable the Automatically add an unsubscribe link option.
    2. In the email content editor, place the cursor where the unsubscribe link should appear.
    3. Click Add unsubscribe link (located next to the Personalisation section). A placeholder tag, for example: 
      {#UNSUB}Click here to unsubscribe{/#UNSUB}
      will be inserted.
    4. Modify the text to match the desired language.
    5. Ensure the Unsubscribe Redirect URL is configured in Settings / Global Preferences / System Preferences as described above.

 

Unsubscribe Webhook Configuration

In addition to managing unsubscribes for email and SMS, the system supports webhook notifications to alert your systems in real time when a customer unsubscribes. This feature is particularly useful for integrating unsubscribe events with external systems for further processing or analytics.

Steps to Configure the Unsubscribe Webhook

  1. Enable the Webhook Option:

    • Navigate to Settings / Email Settings / Email Unsubscribes.
    • Activate the option Send a webhook on email unsubscribe.

  2. Configure the Webhook Settings:

    • Webhook URL and Method:
      Specify the endpoint URL where the webhook should be sent, and choose the appropriate HTTP method (typically POST or GET).
    • Request Body / Query Parameters:
      The body of the request is fixed:
      • For POST requests:
        The webhook sends a JSON payload formatted as: 
        { "PlayerID": "{playerid}" }
      • For GET requests:
        The webhook includes query parameters formatted as: 
        playerid={playerid}
    • Headers:
      You can add multiple headers to the webhook request. These may be used for purposes such as authorization or content type specification.

Example Configuration

  • Webhook URL: https://yourdomain.com/webhook
  • HTTP Method: POST
  • Request Body (for POST): 
    { "PlayerID": "{playerid}" }
  • Optional Headers:
    • Authorization: Bearer your_api_token
    • Content-Type: application/json

Once configured, whenever a customer unsubscribes from an email campaign, the system will send a webhook notification to the specified URL with the relevant player ID, enabling seamless integration with your external systems.

 

SMS Unsubscribes

How SMS Unsubscribes Work

  1. Unsubscribe Process:

    • A customer clicks on the unsubscribe link provided in an SMS.
    • They are redirected to a WA.CRM unsubscribe URL (e.g., QuitSms.Me/xxxx), where they are added to the SMS unsubscribe list.
    • The customer is then redirected to the designated Unsubscribe Redirect URL (landing page), confirming their unsubscription. This redirection is almost instantaneous. 
    • Ensure the Unsubscribe Redirect URL is configured in Settings / Global Preferences / System Preferences as described above.

  2. Management:

    • Administrators can view the SMS unsubscribe list by navigating to Unsubscribes / SMS.

Configuring the SMS Unsubscribe Link

Automatically Added

  • Setup Steps:
    1. Go to Settings / SMS Settings / SMS Preferences and enable the option Automatically include an unsubscribe link in SMS messages. The SMS message will include a link similar to: 
      STOP? QuitSms.Me/XxXx
    2. In Global Preferences / System Preferences, add the Unsubscribe Redirect URL (e.g., https://yourdomain.com/landing). As with email, the landing page should provide a confirmation message, and a query string parameter (e.g., ?lang=IT) will be appended based on the customer's detected language.

 

Summary

  • Automatic Exclusion:
    Any customer who opts out or unsubscribes is automatically excluded from receiving communications on that channel during campaigns or journeys.

  • Integration via API:
    Opt-outs received through your website or other integration methods must be sent through the Player Consent API, ensuring privacy compliance across all channels.

  • Channel-Specific Handling:
    The processes and configurations for unsubscribing are tailored for both email and SMS, with customisable options to support various languages and personalised landing pages.

This structured approach to managing opt-outs and unsubscribes helps maintain compliance and enhances customer communication management within the system.

 

Exceptions for Opt-Outs and Unsubscribes

By default, campaigns and journeys automatically exclude customers who have opted out or unsubscribed from receiving communications. However, retention campaigns and journeys offer an exception feature within their preferences. This feature allows CRM users to bypass the standard exclusion rules for specific scenarios.

Use Cases for Bypassing Opt-Outs and Unsubscribes:

  • Transactional Emails:
    Even if a customer has opted out of marketing communications, transactional emails such as balance reminders, KYC notifications, or company policy updates may still need to be sent.

  • Critical Notifications:
    Situations where the information is essential for the customer’s account or compliance requirements.

This exception ensures that important, non-promotional communications are delivered, even if the customer has opted out of marketing messages. It provides flexibility while still maintaining overall compliance and customer preferences for marketing communications.

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