Text Smarter, Not Harder: New SMS Compliance + Import Tools in Braze

Hey Braze users! In today’s fast-moving channel marketing landscape, SMS remains a high-impact tool—but recent compliance changes and a powerful new Braze feature mean your strategy may need a refresh. Recently, we've seen both regulatory shifts and exciting platform advancements that are shaping how we connect with customers via text. In this article, we'll guide you through a crucial compliance update and highlight a fantastic new Braze capability that opens up fresh opportunities.

Quick Action Required: Adding New FCC-Mandated Opt-Out Keywords

Starting April 11, 2025, the FCC's new "Opt-Out Rule" under the Telephone Consumer Protection Act (TCPA) takes effect. This rule makes it easier for consumers to revoke consent for marketing text messages by standardizing opt-out keywords.

What This Means for Your Dashboard:

You'll need to add two additional global keywords to your opt-out lists: OPTOUT and REVOKE. These join the existing standard keywords (STOP, QUIT, END, CANCEL, and UNSUBSCRIBE).

Here's how to update your Braze settings in less than 60 seconds:

1. Navigate to Audience > Subscriptions.

   

   
   

2. Click on the SMS subscription group you need to edit.

   

   
   

3. Scroll down to Keyword Category.

   

   
   

4. Click the pencil icon next to the Opt-Out category.

   

   
   

5. Add OPTOUT and REVOKE as new keywords.
   

   

6. Save your changes.

7. Don’t forget—this update must be applied to each SMS subscription group and language variation separately.
   

New in Braze: Easier User Imports for Faster Audience Growth

Beyond compliance, Braze continues to innovate, and a recent exciting update released in April 2025 is a game-changer for how you bring user data into the platform. You can now import user profiles using either an email address or a phone number.

Previously, importing user data required an external_id or a user alias pair. This created significant roadblocks for marketers trying to leverage new channels or manage data from multiple sources. This created barriers for marketing teams, including:

• Creating artificial IDs when only a phone number was available

• Managing complex mapping between systems

• Delayed campaigns while waiting on IT

• Inability to activate leads quickly from events or third-party data

• Difficulty connecting offline and online engagement

This enhancement eliminates these barriers, significantly streamlines workflows, and unlocks valuable use cases where you might primarily have a user's phone number but not a complete user profile.

Consider these powerful scenarios where this new feature shines:

• Trade Shows & Events

Collected phone numbers at a booth or while networking? You can now immediately import those leads into Braze—even without an email address or external_id. Launch a dedicated welcome journey to engage these contacts quickly and maximize conversion.

Pro tip: Use this at events like Forge 2025 to accelerate lead nurturing.

• "Text-to-Join" Campaigns

Running SMS opt-ins like “Text JOIN to 12345”? The phone numbers you collect can now directly populate Braze user profiles—no need for manual alias mapping or external IDs. This enables immediate cross-channel orchestration and eliminates delays in onboarding new subscribers.

Bonus: Pair this with QR codes on packaging or print ads for seamless entry points into your SMS program.

• SMS-First Lead Generation Strategies

Some segments prefer texting over email—and now, Braze makes it easy to meet them there. Collect phone numbers using in-app messages or Braze landing pages, then auto-create user profiles without additional identifiers.

Result: Instantly activate SMS-first audiences and accelerate time-to-value.

How Braze Handles Phone-Based Imports Behind the Scenes

When you import a phone number that doesn't match an existing user profile in Braze, the platform will automatically create a new user. If the number matches an existing profile, that profile will be updated. Later, you can use the /users/identify API endpoint to merge profiles with existing user data if needed.

This seamless handling of user data means less manual work for your team and faster time-to-value for your marketing initiatives.

Dashboard Evolution: Making Compliance and User Management Easier

These changes—both the compliance update and import flexibility—reflect Braze’s ongoing commitment to making its platform more marketer-friendly, especially when it comes to high-impact channels like SMS.

By streamlining opt-out keyword management and loosening the constraints around user identification, Braze is making it easier to:

• Stay compliant with evolving regulations.

• Build and grow your SMS audience.

• Activate campaigns faster without waiting on full identity data.

• Create more connected, personalized experiences across channels.

If you currently use—or plan to launch—SMS campaigns, be sure to update your SMS subscription groups in the Braze dashboard now to stay compliant.

Staying compliant doesn’t have to slow you down. With Braze’s latest updates and a smart SMS strategy, you can move faster, connect deeper, and drive results. Need help optimizing your SMS journeys or navigating compliance? Covalent Marketing is here to guide your team through every step.