SMS Opt Status table

The SMS Opt Status table contains a row for each unique combination of phone number, brand, region, and SMS program.


Amperity is not the source of truth for SMS consent status. SMS consent status can change quickly, including between the time of this table’s most recent update and the time at which your brand wants to send your customers an SMS message as part of a campaign.

The source of truth for consent status exists downstream from Amperity, often directly within the marketing tool or application that you are using to configure the SMS campaign, such as Cordial, Braze, Klaviyo, or Attentive.

Use this table to filter audiences in Amperity to include customers who have consented to receiving SMS messages, and then build a step within the downstream marketing tool that verifies consent status immediately prior to sending an SMS message.


The SMS Opt Status table represents every phone number for which you have provided customer consent data to Amperity. There should be only one consent status by combination of phone number, brand, region, or SMS program.

If you have multiple brands, regions or SMS programs, it’s possible for the same phone number to have more than one customer consent status.

If a brand, region, or SMS program does not exist, there should be only one customer consent status for each unique phone number.

Add table

The SMS Opt Status table is a recommended table for the customer 360 database and is always built as a passthrough table.


This table is only available after semantic tags for SMS opt-in status have been applied in your tenant.

To add the SMS Opt Status table

  1. From the Customer 360 page, under All Databases, select the menu for the customer 360 database, and then click Edit.

  2. From the Database Editor, click Add Table.

  3. Name the table “SMS Opt Status”.

  4. Set the build mode to Passthrough.

  5. From the Source Table drop-down, select the SMS Opt Status table.

  6. Click Next.

  7. Add a table description. This enables a tooltip that is visible from other areas in Amperity.

  8. From the Table Semantics drop-down, select SMS Opt Status.


    Remove any automatically applied customer profile semantic tags, such as phone, before saving the table.

  9. Under Version History, select Enable table version history.

  10. Click Save.

Column reference

The SMS Opt Status table contains the following columns:

Semantic Name



Amperity ID


The unique identifier that is assigned to clusters of customer records that all represent the same individual. The Amperity ID does not replace primary and foreign keys, but exists alongside them within unified profiles.



The brand to which the opt-in status applies.

Is SMS Opted In


Indicates whether a customer has opted-in to being contacted by your brand using the customer’s phone number.

Language Preference


The customer’s preferred language for SMS messages.



The phone number that is associated with an individual customer record. A customer record may be associated with multiple phone numbers.



The region to which the opt-in status applies.

SMS Frequency


The preferred frequency for SMS communications.

SMS Program


The SMS program to which the customer has opted-in.