What are an active Subscriber in Rule?

What is an active subscriber?

In this article, we will explore how we now classify and count active subscribers, in order to assist you in reaching out with your message to your subscribers through the right channel.


As long as a subscriber is active, all Rule functions will work as usual, and the marketing channel is governed by what type of marketing the member accepts. When a member is blocked, no marketing can be sent.


Can a blocked member be reactivated?

If you have automations set up such as transactions, typically order confirmations, these must be sent even if the member is blocked. In this case, the member will be marked as active but with a block on email and SMS, and the transactional communication will still go through, as required by law.


Which subscribers do we charge for?

Subscribers with the status "Active".



All data in one place

As long as your subscribers have active status, there is no limitation on how much data you can store about your subscribers. When your members are active, you also have the opportunity to upload your segmented subscribers to Tiktok, Meta, Google to create your marketing campaigns on platforms other than Rule.



Complete list of all subscriber statuses


Subscriber status
Marketing channelsDescription

A subscriber who is active in the SMS and email channels.

What type of communication can this subscriber receive?

All types of marketing for email and SMS, including uploads to audiences on Meta, Google, & TikTok.





A subscriber who is not active in the SMS and email channels.

What type of communication can this subscriber receive?

No marketing, but uploads to audiences for blocked members on Meta, Google & Tiktok, as well as transactional communications.






A subscriber who is active in the email channel but not in the SMS channel.

What type of communication can this subscriber receive?

Marketing via email, including uploads to audiences on Meta, Google & Tiktok.






A subscriber who is not active in the SMS channel but is active in the email channel.

What type of communication can this subscriber receive?

SMS marketing, including uploads to audiences on Meta, Google & Tiktok.







A subscriber who has not opted in, meaning they have not verified their email and thus are classified as pending.

What type of communication can this subscriber receive?

Since this subscriber has not given consent for marketing, we cannot use this subscriber in any marketing channel.







A subscriber who is completely blocked from all communication.

What type of communication can this subscriber receive?

Since this subscriber is completely blocked from marketing, we cannot use this subscriber in any marketing channel. There are also limitations on fetching and manipulating data via our 

 REST api



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