Consent management
What is Consent management?
Consent management is the practice of recording, tracking, and honoring exactly what a customer agreed to receive — which channel, which message category, at what point in time — and making that record available across every system that might message that customer, so a suppressed or non-consented contact never gets a send. It's the operational backbone behind laws like the TCPA and GDPR, since having consent in principle only matters if the sending system actually checks it before every message.
More detail
A robust consent record captures not just yes/no but scope — a customer who consented to order updates hasn't necessarily consented to marketing messages, so consent is typically tracked per message category, not just per contact.
Consent management systems typically sync suppression status in real time across every channel and campaign tool a business uses, so an opt-out recorded on one channel is honored everywhere, not just the channel it was received on.
Frequently asked
- Is consent all-or-nothing per customer?
- No — consent is typically scoped per message category, so a customer who agreed to transactional order updates hasn't automatically consented to marketing messages, and a well-built consent system tracks and honors that distinction rather than treating consent as one blanket flag.
- Why does consent need to sync across every channel and tool?
- If an opt-out recorded on one channel isn't honored by every other system that might message that customer, the business remains exposed to sending non-consented messages — real-time cross-system sync is what closes that gap.
See also
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