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SMS Keywords let subscribers text specific words or phrases to your SMS number and receive automated responses. You can use keywords to tag users, build segments based on their responses, and send targeted follow-up messages.
Example of an SMS keyword interaction showing a subscriber texting a keyword and receiving an auto-reply

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Setup

Manage and create SMS Keywords by navigating to Settings > Platforms > SMS Settings > Keywords.
The steps below apply to custom keywords only. If you need to change the response message for a compliance keyword (STOP, HELP, or START), contact OneSignal Support — these cannot be changed through the OneSignal dashboard or API, and Support will update them on your behalf.
  1. Click Add a keyword.
  2. Enter the keyword you want subscribers to text.
  3. Choose the audience behavior:
    • Anyone: Sends the same reply to all users, regardless of subscription status.
    • Segment by subscription status: Sends different replies to subscribed and unsubscribed users.
  4. Select the reply template that subscribers receive when they text the keyword.
  5. Assign a tag to apply when a user sends the keyword (e.g., preference = acorn). You can use this tag to build segments later.
OneSignal dashboard showing the Add a keyword form with audience, reply template, and tag fields
Each SMS Sender must be configured to sync incoming message replies for keywords to work. Go to SMS Settings > Senders and click Setup Replies. Alpha-numeric senders cannot receive replies and do not support keyword functionality.

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Measuring keyword engagement

To track how many times a keyword is triggered:
  • Visit your Templates section.
  • Check the analytics for the template tied to your keyword reply.
For example, if the acorn template shows 300 sends, the acorn keyword was triggered 300 times.
OneSignal Templates section showing send counts for keyword reply templates

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Build a segment based on keyword engagement

Create targeted campaigns based on users who responded with specific keywords.
  1. Go to Segments.
  2. Use the User Tag filter.
  3. Enter the tag you assigned when setting up the keyword (e.g., preference = acorn).
  4. Save and use this segment in your campaigns and Journeys.

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Set an auto-responder for unrecognized keywords

If a subscriber sends a keyword that hasn’t been defined, you can automatically send a fallback reply. Use this to:
  • Redirect users to customer support.
  • Collect their intent.
  • Notify your team for follow-up.
OneSignal SMS auto-responder settings showing reply template and optional tag configuration
To configure an auto-responder:
  1. Go to Settings > Platforms > SMS Settings > Auto-Responder.
  2. Click Add Auto-Responder.
  3. Select a reply template.
  4. (Optional) Tag the user upon reply to enable future segmentation or alerting.
SMS Keywords are for engagement and segmentation. Consent Management Keywords (e.g., START, STOP, HELP) are reserved for subscription management and compliance purposes. Learn more about Consent Management Keywords.

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FAQ

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Can I change compliance keywords like STOP, HELP, or START?

Not through the dashboard or API. Contact OneSignal Support to update the response message for compliance keywords.

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Do keywords work with alpha-numeric senders?

No. Alpha-numeric senders cannot receive replies and do not support keyword functionality. Each SMS Sender must be configured to sync incoming replies under SMS Settings > Senders > Setup Replies.

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How do I track keyword performance?

Check the analytics for the reply template tied to your keyword in the Templates section. The send count for that template equals the number of times the keyword was triggered.

Consent management keywords

Manage compliance keywords like START, STOP, and HELP for SMS subscription management.

SMS setup

Configure SMS senders, reply syncing, and platform settings.