Hi @predajna,
Thanks for your question — SMS behavior works a bit differently from email, so it’s good to know what to expect.
An SMS failure doesn’t automatically unsubscribe a number in every case — it depends on the reason for the failure:
- Hard bounce: If the number results in a hard bounce (for example, the number is invalid or cannot receive messages), the contact will be unsubscribed from SMS.
- Soft bounce: Soft bounces are very rare in SMS. When they do happen, Omnisend will retry sending the message several times. After those several attempts, the message will either be delivered or turn into a hard bounce, at which point the number becomes unsubscribed.
So in short: an SMS failure leads to an unsubscribe only when it ends in a hard bounce, not for every failed attempt.
If anything about SMS behavior still feels unclear, just let us know — we’re only a message away.
