> ## Documentation Index
> Fetch the complete documentation index at: https://docs.masivo.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Privacy & consent

> How consent controls marketing use and what happens when a customer is deleted

# Privacy & consent

Masivo lets you collect marketing consent and limits how customer data is used for outbound messaging, loyalty processing, and third-party sync.

<Frame caption="Consent gates sharing; deletion stops future use">
  ```mermaid theme={null}
  %%{init: {
    "theme": "base",
    "themeVariables": {
      "primaryColor": "#050509",
      "primaryTextColor": "#e5e4e7",
      "primaryBorderColor": "#c084fc",
      "secondaryColor": "#050509",
      "secondaryTextColor": "#e5e4e7",
      "secondaryBorderColor": "#c084fc",
      "tertiaryColor": "#050509",
      "tertiaryTextColor": "#e5e4e7",
      "tertiaryBorderColor": "#c084fc",
      "clusterBkg": "#08080e",
      "clusterBorder": "#c084fc",
      "fontSize": "16px",
      "fontFamily": "inherit",
      "lineColor": "#94a3b8"
    },
    "flowchart": {
      "htmlLabels": true,
      "curve": "basis",
      "padding": 20,
      "nodeSpacing": 48,
      "rankSpacing": 56
    }
  }}%%
  flowchart TB
    subgraph profile["Customer profile"]
      DATA["Profile & activity in Masivo"]
      CONS["Consent preferences"]
    end

    subgraph gated["Checked per purpose"]
      direction LR
      LOY["Loyalty events<br/>behavioral_campaigns"]
      MSG["Email & push<br/>email_marketing, push_notifications"]
      ADS["Ad & vendor sync<br/>vendors + purposes"]
    end

    subgraph removal["When customer is deleted"]
      direction LR
      STOP["Stop marketing & sync"]
      NOTIFY["Notify connected tools"]
    end

    DATA --> CONS
    CONS --> LOY
    CONS --> MSG
    CONS --> ADS
    DATA --> STOP
    STOP --> NOTIFY
  ```
</Frame>

## Consent

You store consent on each customer profile via the [consent endpoint](/api-reference/customers/\[id]/consent/patch). 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 explicitly `true` 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:

1. They are removed from active audiences and journeys.
2. Connected integrations can receive a delete signal so external lists stay aligned.
3. Historical reporting may retain aggregated metrics without identifying the individual.

For API details on consent and deletion, see the [consent endpoint](/api-reference/customers/\[id]/consent/patch) and [CDP overview](/guides/CDP/overview).

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