Managing different types of SMS communication in a declared Mixed use case, like customer care & marketing promotions - is important for compliance and customer experience. With HubSpot + Salesmsg, you can create multiple subscription lists and use unique keywords to manage opt-ins and opt-outs.
This guide shows you how to:
Create multiple SMS subscription types in HubSpot.
Collect opt-ins using forms or keywords.
Manage opt-outs without impacting other use cases.
Step 1: Create Subscription Types in HubSpot
In HubSpot, go to Marketing → Email → Subscriptions.
Under Subscription Types, click Create new subscription.
Change the Method of communication to Texting.
Example setup:
Customer Care – use Salesmsg’s built-in opt-out (“Reply STOP to opt out”).
Promotions – create a new subscription type (e.g., Salesmsg Promotional Messages) that allows customers to opt out of just promotional texts while staying subscribed to customer care.
Step 2: Collect Opt-Ins (Form, Keyword, etc)
You can collect SMS opt-ins in two ways:
Option A: HubSpot Form
Go to Marketing → Forms and open your SMS opt-in form.
Add a Consent to communicate checkbox.
Under Subscription type, select your SMS subscription (e.g., Salesmsg Promotional Messages).
Insert the required 10DLC compliance language in your form (e.g., “Reply STOP to cancel. Msg & data rates may apply. Msg frequency varies.”).
Add links to your Privacy Policy and Terms & Conditions.
Option B: Keyword Opt-In
Example: “Text PROMO to subscribe to our promotional list.”
Contacts who text the keyword can automatically be added to the correct subscription type via a HubSpot workflow.
Option C: Review our approved 10DLC opt-ins
Paper forms
QR codes
Step 3: Build a HubSpot Workflow for Opt-Ins
In HubSpot, create a new workflow from scratch.
Set the enrollment trigger (e.g., Form Submission on your SMS opt-in form).
Allow re-enrollment so contacts can opt in multiple times.
Add a branch for subscription status:
If contact has opted into Salesmsg Promotional Messages, add them to a static list (e.g., Promo SMS).
If not, keep them out of the list.
This ensures only properly opted-in contacts receive your SMS promotions.
Step 4: Manage Opt-Outs with Keywords
To allow customers to unsubscribe from only promotional messages (without leaving customer care):
Create a new workflow in HubSpot.
Enrollment trigger: Last inbound SMS contains “NO PROMO” (or another keyword you define).
Allow re-enrollment so the keyword can be used multiple times.
Add an action: Update marketing subscriptions → Unsubscribe from Salesmsg Promotional Messages.
Now, when a customer replies “NO PROMO,” they’ll remain subscribed to customer care messages but stop receiving promotional texts.
Compliance Reminder
When setting up SMS subscriptions in the U.S., always follow 10DLC opt-in guidelines:
Display clear opt-in language.
Include opt-out instructions (“Reply STOP to cancel”).
Link to your Privacy Policy and Terms of Service.
Frequently asked questions
Can I change the built-in opt-out keywords?
All except for "Stop"!
Can I manually opt contacts back in if I need to?
Yes, except for when a contact messages in the word "Stop" (or otherwise set up network-side keyword)