Keyword Processing & Management

Braze will process the following keywords automatically and update the Subscription Group state for the phone number on all inbound requests.

  Keyword Change
Opt-In START
YES
UNSTOP
Any inbound request with any of these START keywords will result in a Subscription Group state change to subscribed. Additionally, the pool of numbers associated with that subscription group will now be able to send an SMS message to that customer.
Opt-Out STOP
STOPALL
UNSUBSCRIBE
CANCEL
END
QUIT
Any inbound request with any of these STOP keywords will result in a Subscription Group state change to unsubscribed. Additionally, the pool of numbers associated with that Subscription Group will no longer be able to send an SMS message to that customer.

If a recipient uses the keywords HELP or INFO, a response will be triggered automatically. The SMS template for these automatic response messages will be set during your onboarding and phone number procurement period. If you need to change this response, please reach out to your Braze representative.

New users

Braze automatically creates a user when a user with a new phone number responds with a START or STOP (or any other variation of these keywords). When creating the user, Braze will set their phone field with the E.164 number provided by our SMS provider. In addition, the User Alias (‘phone’) will be set with the same value.

Customers can use the User Attributes Object in tandem with the Track Endpoint to find users based on their alias and set an external_id.

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