Opt-out rate

Upccell is recommended to keep your performance within these key ranges:

Opt-out rates should ideally be less than 3% as more than 5% is a problem for carriers. Reviewing delivery error codes will enable you to quickly understand and troubleshoot common issues to increase your deliverability.

Opt-out responses should ideally be under 1%, as over 3% per day may result in filtering.


Here is the meaning of each subscriber status:

  • Subscribed: contacts who have given their consent to receive messages and campaigns. This status can be modified in the “Edit a Subscriber” page.
  • Unsubscribed: contacts whom the user has marked as unsubscribed. They will not receive campaign messages but can still receive direct messages from Conversations. This status can be modified in the “Edit a Subscriber” page.
  • Blocked: Contacts designated as blocked by the Upccell user. Once assigned this status, future messages from these contacts will not be visible on Upccell.
  • Not joined: This status is for contacts who initiate messaging with an Upccell user but are not yet part of the subscriber list. To enable these contacts to receive campaign messages, their status must be updated to ‘Subscribed.’
  • Opted out: contacts who were previously subscribed but have opted out from receiving any further messages. This status can only be changed if the subscriber sends an opt-in message.
  • Cleaned: contacts whose phone numbers are either invalid or cannot receive SMS messages. This status cannot be changed.

A phone number will be marked as unsubscribed status in two situations: 

  1. If it receives the same message error code twice in a row when attempting to send a message, or
  2. If it receives three different message error codes in succession when attempting to send a message.


What is the opt-out rate?

The SMS opt-out rate is a metric used in SMS marketing to measure the percentage of recipients who choose to opt-out or unsubscribe from an SMS list after receiving a text message campaign. It is calculated by dividing the number of subscribers who have opted-out by the total number of SMS messages delivered, and then multiplying by 100 to get a percentage.

A high opt-out rate can be an indicator of several issues, such as irrelevant content, poor targeting, or poor list management. Similar to email marketing, a consistently high opt-out rate may lead to a decrease in SMS deliverability, as mobile carriers may view your SMS messages as spam and filter them out.

To minimize your SMS opt-out rate, it’s important to ensure that you are delivering valuable and relevant content to your subscribers, segmenting your SMS list effectively, and managing subscriber expectations by setting clear expectations regarding message frequency and content. You should also make it easy for subscribers to opt-out of your SMS list by including opt-out instructions in your messages and providing a clear opt-out process. It’s also important to comply with relevant laws and regulations, such as the Telephone Consumer Protection Act (TCPA) in the United States.


Why does Upccell monitor the unsubscribe rate?

The SMS opt-out rate is an important metric in SMS marketing because it provides insights into the effectiveness of your SMS campaigns and helps you to optimize your messaging strategy. A high opt-out rate indicates that recipients are not finding your messages relevant or valuable, which can negatively impact your brand reputation and future messaging efforts.

Moreover, mobile carriers and regulatory bodies often have strict rules regarding SMS opt-out rates. For example, in the United States, the TCPA requires that businesses provide an opt-out mechanism in every SMS message they send and to honor opt-out requests promptly. If you consistently have a high opt-out rate and do not take steps to address it, you may be in violation of the law and risk facing legal penalties.

By monitoring and managing your SMS opt-out rate, you can ensure that your messages are reaching your intended audience and are providing value to your subscribers. You can also use the data to identify areas for improvement, such as optimizing your messaging content, frequency, and segmentation strategy. This can ultimately lead to increased engagement, improved customer satisfaction, and better overall results from your SMS marketing campaigns.