Opt-in and opt-out
Opt-in is a customer agreeing to receive messages from a business; opt-out is them asking to stop, which the business must honour.
What it means
Also called consent, unsubscribe.
WhatsApp marketing templates should only go to people who opted in. An opt-out must stop further messages, and should be remembered even if the customer's other data is deleted.
In HeyKiko
When HeyKiko erases a customer's data, their opt-out is kept so they're never messaged again.
Let Kiko take the next message
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