Privacy & consent
Masivo lets you collect marketing consent and limits how customer data is used for outbound messaging, loyalty processing, and third-party sync.Consent
You store consent on each customer profile via the consent endpoint. Masivo checks specific purposes before processing or sharing data:| Purpose | What it controls |
|---|---|
behavioral_campaigns | Loyalty event processing (points, tiers, campaign rewards) |
email_marketing | Email in journeys and audience sends |
push_notifications | Push in journeys and audience sends |
coupon_campaigns | Coupon-related campaign rewards |
punchcard_campaigns | Punch card campaign rewards |
link_tracking | Link tracking in messages |
vendors | Per-integration opt-in (e.g. Meta, Braze) |
Default when consent is not recorded
If you do not send a consent object, Masivo treats all purposes as allowed (opt-in by default at the platform level). Your legal and product policies may require you to collect explicit consent before registration — that is your responsibility to enforce in your app. When consent is recorded, each purpose must be explicitlytrue to allow that use; false blocks it.
What happens when consent changes
Updating consent can immediately affect marketing:- Opting out of email or push clears the corresponding contact fields on audience membership rows so future sends skip that channel.
- Opting out of behavioral campaigns causes new loyalty events to be accepted without processing rewards.
Deletion
When a customer is deleted from Masivo:- They are removed from active audiences and journeys.
- Connected integrations can receive a delete signal so external lists stay aligned.
- Historical reporting may retain aggregated metrics without identifying the individual.