Why isn't my unsubscribe rule working if I send from my company name?

The automatic unsubscribe rule that exists in all accounts allows your customers to unsubscibe from your service by replying STOP, to help you be compliant with the Spam Act.

However, when you send from a word (aka a Sender ID, most commonly your company name), your customers cannot reply to the SMS. This is because the SMS appears to come from a word and a word is definitely not a phone number, and so the handset won't know where to send the SMS.

In this case, the best thing for you to do is purchase a dedicated number and ask your customers to reply STOP to that number.

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