Q: What is Amazon Pinpoint?

A: Amazon Pinpoint is AWS’s Digital User Engagement Service that enables AWS customers to effectively communicate with their end users and measure user engagement across multiple channels including email, Text Messaging (SMS) and Mobile Push Notifications.

Amazon Pinpoint also provides tools that enables audience management and segmentation, campaign management, scheduling, template management, A/B testing, analytics and data integration. It captures data to track deliverability as well as usage and messaging analytics covering a range of dimensions including user, channels and custom attributes.

Amazon Pinpoint is built on a service-based architecture. Developers can extend their applications and backend services in various ways, including: sending messages directly from their applications via the Amazon Pinpoint channels (Email, SMS and Mobile Push), accessing segmentation data to alter their application behavior for segments of users, create and run campaigns directly from their applications, and access deliverability and analytics data to improve the user engagement of their applications. The system empowers customers to send the right message, to the right audience, at the right time and on the most effective channel.

Q: How will developers benefit from Amazon Pinpoint?

A: Amazon Pinpoint offers developers a single API layer, CLI support, and client-side SDK support to be able to extend the communication channels through which their applications engage users. These channels include: email, SMS text messaging, and push notifications, voice messages, and custom channels. Amazon Pinpoint also provides developers with an analytics system that tracks app user behavior and user engagement. With this service, developers can learn how each user prefers to engage and can personalize their end-user's experience to increase the value of the developer's applications.

Amazon Pinpoint also helps developers address multiple messaging use-cases such direct or transactional messaging, targeted or campaign messaging and event-based messaging. Integrating and enabling all their end-user engagement channels via Amazon Pinpoint, developers can create a 360-degree view of user engagement across all customer touch points.

Q: How will marketers benefit from Amazon Pinpoint?

A: Amazon Pinpoint allows Marketers to create and execute a unified messaging strategy across all engagement channels relevant to their end-users. Pinpoint includes tools and services to let marketers analyze and engage users directly. The console provides marketers with campaign management tools to create, run and manage multi-channel campaigns across their applications, user-base and devices. Campaigns can be scheduled or triggered on user changes and actions. Users and devices can also be grouped through flexibly defined segments which can be used to determine campaign audiences. Marketers can also leverage the multi-channel templating support to personalize end-user messaging and campaign optimization features such as A/B testing, holdout testing and message caps. Marketers can also measure messaging effectiveness using Pinpoint analytics to understand the impact on user behavior.

Q: How will enterprises benefit from Amazon Pinpoint?

A: Enterprises can use Amazon Pinpoint as their Digital User Engagement Service. They can free developers from having to individually integrate different communication channels into their applications and instead focus on leveraging Pinpoint to learn how their end-users and customers are engaging with their applications. It enables them to measure and improve their technology investments by measuring how engaged their digital customers are across all functions of their enterprise.

Q: Why should I use Amazon Pinpoint to run and manage my campaigns?

A: Amazon Pinpoint makes it easy to run targeted campaigns and drive user engagement of applications using different channels: email, SMS and mobile push notifications. Amazon Pinpoint helps you understand user behavior, define which users to target, determine which messages to send, schedule the best time to deliver the messages, and then track the results of your campaign.

Amazon Pinpoint is built to scale, enabling you to collect and process billions of events per day, and send billions of targeted messages to your users.

Marketers can send targeted messages and calls to action when changes occur in their organizations or in a user’s circumstances, like a new product launch to a change in a user’s locale.

Q: If I use another campaign management service how does Amazon Pinpoint help me?

A: Amazon Pinpoint’s architecture is services based. Companies can choose which services to use and integrate with their existing systems and processes. Amazon Pinpoint’s core services include: engagement analytics, communication channels, deliverability metrics, audience management and segmentation, template management, and campaign management.

The platform also supports data integration services to extend Amazon Pinpoint analytics and segmentation data from external data sources such as S3, as well as data exports to feed external marketing systems via Kinesis Event Streams.

Q: How much does Amazon Pinpoint cost?

A: Amazon Pinpoint has no upfront costs, no minimum charges, and no subscription fees. You pay only for what you use. Visit the Amazon Pinpoint pricing page for more details.

Q: Who owns the data in Amazon Pinpoint?

A: Customers own their data in Amazon Pinpoint. Amazon Web Services does not own or monetize the data customers collect, and does not share it with third parties. We may use the data to improve the service, monitor the health of the service, and provide technical support to you. As with any other AWS service, customers are responsible for how they use the tools we provide; this responsibility includes providing any necessary notice or opt-outs to end users and complying with applicable law.

Product Details

Q: What services and tools does Amazon Pinpoint provide?

A: Amazon Pinpoint includes a console designed for marketers and developers to use. The console provides capabilities to configure communication channels, manage audiences and segmentation, manage and run campaigns, create and manage message templates, create and manage engagement schedules and analyze user engagement. Standard analytics includes: active users, user activities, sessions, user retention, campaign efficacy and user channel engagement metrics. You can create custom analytics to integrate custom attributes and drive analytics for sales conversion, funnel reporting, product adoption by segment and any other metric required to support the business.

Q: I already use Amazon SNS or Amazon SES. What do I gain by switching to Amazon Pinpoint?

A: In typical Amazon SNS and Amazon SES use cases, you have to set up your application to manage each message's audience, content, and delivery schedule. These same features are built in to Amazon Pinpoint. With Amazon Pinpoint, you can create message templates, delivery schedules, highly-targeted segments, and full campaigns.

Q: How does Amazon Pinpoint Voice differ from Amazon Connect?

A: With Amazon Pinpoint Voice, you can engage with your customers by delivering voice messages over the phone. Pinpoint Voice gives customers a great way to deliver transactional messages—such as one-time passwords, appointment reminders, order confirmations, and more. With Pinpoint Voice you can convert a text script to lifelike speech and then deliver the personalized voice message to your customer. Call metrics—such as number of calls completed and number of calls failed—help you to optimize future voice engagements. With both Poinpoint Voice and SMS channels at your disposal, you can send SMS messages to customers who prefer text and deliver voice messages to those who are either unable to receive SMS messages or who would rather interact via a phone call. With the addition of the voice channel, you can now use Pinpoint to seamlessly engage your customers with timely, relevant content through mobile push, email, SMS, and voice calls. To learn more, please see Amazon Pinpoint Voice.

Amazon Connect is a self-service, cloud-based contact center. With only a few clicks in the AWS Management Console agents can begin making or taking calls within minutes. The service makes it possible to design contact flows, similar in concept to Interactive Voice Response (IVR), that adapt the caller experience, changing based on information retrieved by Amazon Connect from AWS services, like Amazon Redshift, or third-party systems, like CRM or analytics solutions. Contact flow integrations with AWS AI services like Amazon Lex enable intelligent conversational bots to turn automated interactions into natural conversations. The self-service graphical interface in Amazon Connect makes it easy for non-technical users to design contact flows, manage agents, and track performance metrics – no specialized skills required. To learn more, please see Amazon Connect.

Q: What data does Amazon Pinpoint store without using SDKs and instrumentation?

A: Amazon Pinpoint can store four different types of data:

Configuration Data from which Amazon Pinpoint services are provided their rules of engagement. This includes:

  1. Communication. Communication channels can be configured with restrictions per channel or across channels e.g. maximum number of messages a user can receive per day, maximum messages a user can receive for a campaign and quiet times. There are also channel specific configurations e.g. Mobile Push Notification Abbreviated Numbers, SMS Short Codes, Email Dedicated IP Addresses, permitted message types and lengths configured per channel.
  2. Campaign. There are different types of campaigns. Scheduled campaigns include schedules, frequency, segments, holdouts, message templates and A/B tests. Event-based campaigns also include trigger or event rules to replace schedules.
  3. Segmentation. That can be defined through a set of filters driven off user and user engagement data, or they can be defined through data imports and ingested as lists from files extracted from external systems.
  4. Scheduling Configuration. Scheduling is primarily assigned to campaign-based engagement and defines the frequency and precise time of sending messages.
  5. Custom Attributes Configuration. Defines custom attributes and events that applications can capture and return to Amazon Pinpoint Engagement Data.

    User Data which provides Amazon Pinpoint with endpoint information for sending messages across any channel, device or application. User data is extensible, but includes the following per channel:

- Mobile Push Notifications. This includes userID, appID, appVersion, DeviceID, DeviceModel, DeviceModelVersion, Device OS, OS version, lastTimezone, lastCity, lastCountry, lastLatitude, lastLongitude, lastPostalCode, lastRegion.

- SMS. Number.

- Email. PrimaryWorkEmailAddress, SecondaryWorkEmailAddress, PrimaryPersonalEmailAddress, SecondaryPersonalEmailAddress.

User data can also include:

- External User Identifiers. Which map users to the IDs in external systems.

- Custom Attributes. Users can add custom attributes to associate various data that is customized to their utilization of Amazon Pinpoint.

User Engagement Data which includes default data per channel as well as custom data attributes when configured. Data per channel includes:

External Data can include any user, segmentation and analytics data.

Q: What are the options for capturing custom application events?

A: You can either use the Mobile SDK within your mobile application to send custom events and attributes for Mobile Push Notifications, or use the Amazon Pinpoint REST API to send events programmatically from any application.

Q: Does Amazon Pinpoint support cross-device/application identity management?

A: Yes. This is captured under User ID.

Q: What OS versions does Amazon Pinpoint support for Mobile Push Notifications?

A: The iOS SDK supports apps running on iOS 7.0 and higher. The Android SDK supports apps running on Android 2.3.3 and higher.

Q: For mobile push notifications is data cached when a user’s device is offline?

A: Yes, when using the AWS Mobile SDK, data is cached on the user’s device and is uploaded when a network connection is next established.

Q: Are network channels optimized when sending events via the SDK?

A: Yes, the events are batched, and sent once per minute. You can also specify the transport to send the events: cellular and Wi-Fi, or Wi-Fi only.


Q: What types of analytics does Amazon Pinpoint provide?

A: Amazon Pinpoint offers several types of standard analytics that provide insight into how customers use your mobile and web applications, how your engagement efforts are performing, and the impact your engagement efforts have on your business outcomes. Standard analytics include metrics for active users, user activities and demographics, sessions, user retention, campaign efficacy, and transactional messages. Using these metrics in combination with the analytics tools on the console, you can perform in-depth analysis by filtering on certain segments, custom attributes, and more. You can also create funnel reports.

Q: Where can I access analytics data?

A: You can view analytics data on the Amazon Pinpoint console. For each of your projects, the console provides detailed charts and metrics that provide insight into areas such as customer demographics, application usage, purchase activity, and delivery and engagement rates for campaigns. You can also access a subset of these metrics programmatically by using the Amazon Pinpoint API.

Q: How long does Amazon Pinpoint store analytics data?

A: Amazon Pinpoint automatically stores your analytics data for 90 days. You can see your data on the console or you can query a subset of data programmatically using the Amazon Pinpoint API. To keep the data for a longer period of time, you can export data from the console to comma-separated values (.csv) files or configure Amazon Pinpoint to stream event data to Amazon Kinesis. Kinesis is an AWS service that can collect, process, and analyze data from other AWS services in real-time. Amazon Pinpoint can send event data to Kinesis Data Firehose, which streams data to AWS data stores such as Amazon S3 or Amazon Redshift. Amazon Pinpoint can also stream data to Kinesis Data Streams, which ingests and stores multiple data streams for processing in analytics applications.

Q: Can Amazon Pinpoint tell if a single user uses the same app on more than one device (for example, on their phone and on a tablet device)?

A: Amazon Pinpoint distinguishes between endpoints and users. An endpoint is a destination that you can send messages to—such as a user's mobile device, email address, or phone number. A user is an individual who has a unique user ID. This ID can be associated with one or more endpoints.

Some of the Amazon Pinpoint analytics charts report on endpoints, and some report on users. To learn more about the individual charts, see Chart Reference for Amazon Pinpoint Analytics in the Amazon Pinpoint User Guide.

Q: How is a "session" defined?

A: A session is one use of an app by the user. A session begins when an app is launched (or brought to the foreground), and ends when the app is terminated (or goes to the background). To accommodate for brief interruptions, like a text message, an inactivity period of up to 5 seconds is not counted as a new session. Total daily sessions shows the number of sessions your app has each day. Average sessions per daily active user shows the mean number of sessions per user per day.

Q: When an app goes to the background does its session end?

A: Yes, the session ends. When the app comes to the foreground, a new session begins.

Q: How are daily and weekly retention defined?

A: Daily retention is measured by determining the number of users that first used your app on a specific day, came back and used your app in the next 7 days (7-day retention), fourteen days (14-day retention), and thirty days (30-day retention).

Q: What is "sticky factor," and how is it calculated?

A: The sticky factor represents the number of monthly users who used the app on a particular day.

Sticky factor is calculated by dividing daily active users (DAU) by monthly active users (MAU). For example, if an app has 100,000 DAU and 300,000 MAU, its sticky factor is .33. A high sticky factor can indicate strong engagement, appeal, and opportunities for monetization.

Q: What are demographics in Amazon Pinpoint?

A: The Demographics charts provide information about the device attributes for your app users. You can also see custom attributes that you define.


Q: What are custom events?

A: Custom events metrics that you define. They help track user actions specific to your app or game. The Events charts provide a view of how often custom events occur. Custom events can be filtered based on attributes and their associated values.

You create custom events by naming them, such as "Item Bought" or "Button Pressed," and then adding context by specifying attributes (for qualitative measures) and metrics (for quantitative measures). For example, if your business goal is to track purchases of items from within the app, you can use "Item Bought" as a custom event, "Item XYZ" as an attribute, and "Item Price" as the metric. The custom events report enables you to search and filter for each attribute or metric. For example, you can find how often "Item XYZ" was purchased or how often “Item Price” was $1.99. You can also review the weighted average of metric values (per session) and track minimum, maximum, or average metric values. As a best practice, we recommend that custom event names be broad and attribute names be specific.

Q: What are the benefits of using custom events?

A: Custom events help you understand the actions that users take when using your app. For example, a game developer might want to understand both how often a level is completed and how much health each player has left at the end of a level. With custom events, you can create an event called "level_complete", with "add_level" as an attribute, and "health" as an attribute value. Each time a level is completed, you can record a "level_complete" event with the name of the level and the player's health. By reviewing the Events charts, you might discover that a level is too easy because players always finish with maximum health. Using this data, you can adjust the level's difficulty to better challenge and engage players, which might improve retention.

You can also use custom events to create event-based campaigns that are sent when your customers take specific actions within your applications. For example, you can set up a campaign to send a message when a customer creates a new account, when they spend a certain dollar amount, or when they add an item to their cart but don’t purchase it.

Event-based campaigns help you send messages that are timely, personalized, and relevant to your customers, which ultimately increases their trust in your brand and gives them a reason to return. You can create event-based campaigns by using the Amazon Pinpoint console, or by using the Amazon Pinpoint API.

Q: Are there limits for using custom events in my app?

A: You can have up to 1,500 unique custom event types per app and up to 40 attributes and metrics per custom event. For more information, see Reporting Events in Your Application in the Amazon Pinpoint Developer Guide.


Q: What are campaigns?

A: Campaigns are messages that you send to a targeted segment of users on a predefined schedule. You can use targeted campaigns to increase customer engagement and retention. You can create campaigns for use cases such as welcoming new customers, informing customers of new features in your apps, and promoting special offers and deals.

Q: What's a standard campaign?

A: Standard campaigns include a target segment, a message, and a schedule for sending the message. You can also reuse previously defined segments or define a new segment when you create a campaign. For every scheduled campaign, Amazon Pinpoint recalculates the current audience size based on the criteria associated with the segment.

Q: What's an A/B test campaign?

A: A/B campaigns are campaigns with more than one treatment. Each treatment differs from the other based on the message or the sending schedule. You can compare the response rates for each treatment to determine which one had a bigger impact on your customers.

Q: What are silent push notifications and how do I use them?

A: Silent and in-app notifications are messages that are delivered to customers' devices, but aren't displayed on the devices. You can use these messages to manage the configuration of your app, or to deliver messages to the notification center within your app.

Q: What metrics does Amazon Pinpoint track for standard campaigns?

A: For standard campaigns, you can track messages sent, messages delivered, direct app opens, sessions per user, purchases per user, delivery rate, open rate, user devices messaged, and campaign sessions by time of day.

Q: What are my scheduling options for campaigns?

A: During campaign set up in Amazon Pinpoint, you can choose when the campaign should be sent. You have two options, you can send the campaign at a specific time, or you can send it when an event occurs. Time-based campaigns can be scheduled to run one time immediately or at a time you designate in the future. They can also be scheduled with multiple runs—hourly, daily, weekly, or monthly. To define your recurring campaigns, choose a start date and an end date, and specify whether or not deliver messages based on each recipient's local time zone.

You can also use Amazon Pinpoint to create campaigns that send messages, such as text messages, push notifications, and emails, to your customers when they take specific actions within your apps. You can create event-based campaigns by using the Amazon Pinpoint console, or by using the Amazon Pinpoint API. Event-based campaigns are an effective way to implement both transactional and targeted campaign use cases. Rather than define a time to send your message to customers, you select specific events, attributes, and metric values that you want to use to trigger your campaigns. For more information about event-based campaigns, see our blog post.

Q: What are event-based campaigns?

A: Event-based campaigns send messages, such as text messages, push notifications, and emails, to your customers when they take specific actions within your applications, such as making purchases or watching a video. For example, you can set up a campaign to send a message when a customer creates a new account or when they add an item to their cart but don’t purchase it. You can create event-based campaigns by using the Amazon Pinpoint console, or by using the Amazon Pinpoint API. Event-based campaigns are an effective way to implement both transactional use cases, such as one-time-password and order confirmation messages, and targeted uses cases, such as marketing promotions. Rather than define a time to send your message to customers, you select specific events, attributes, and metric values that you want to use to trigger your campaigns. For more information about event-based campaigns, please view this blog post.

Q: How do I get started with event-based campaigns?

A: The first step in setting up an event-based campaign is to create a new campaign. On step 4 of the campaign creation process, you choose when the campaign should be sent. You can choose to send the campaign at a specific time, or you can send it when an event occurs. Choose "When an event occurs", and then choose the events, attributes, and metrics that trigger your campaign.

Q: What is the cost of event-based campaigns?

A: There are no additional charges associated with creating event-based campaigns. You pay only for the number of endpoints that you target, the number of messages that you send, and the number of analytics events that you send to Amazon Pinpoint. To learn more, see our Pricing page.

Q: How can I learn more about event-based campaigns and best practices?

A: For more information and best practices, see our blog post and the Amazon Pinpoint User Guide.

Q: What are the limitations of event-based campaigns?

A: There are a few limitations to be aware of when creating an event-based campaign. For more information, see the Amazon Pinpoint User Guide.

Q: Can I create and schedule event-based campaigns on the voice channel?

A: No. Currently, you can only send event-based campaigns in the SMS, push notification, and email channels.

Q: Can I use server-side events to trigger my campaigns?

A: Not yet. Amazon Pinpoint only lets you execute campaigns based on events that are associated with individual customers. Specifically, you can only trigger campaigns based on actions that users take in the applications, and that are reported by the AWS Mobile SDK.

Q: Can I create and schedule a voice message campaign?

A: No, the voice channel is only available for transactional messages. You can use the Amazon Pinpoint API to deliver transactional voice messages—such as new account creation notifications or order confirmations—directly to specific recipients.

Q: How do campaign limits work?

A: On the General Settings page of the Amazon Pinpoint console, you can configure the maximum number of messages an endpoint can receive for a campaign. This feature is useful when you want to place strict limits on the number of messages that an endpoint can receive from a campaign. For example, if you create a campaign that's automatically sent to all new customers, you can set the limit to 1. This setting ensures that new customers only receive the message once.

It's important to note that this feature is based on the number of messages that target an endpoint, as opposed to the number of messages that are actually delivered to an endpoint. If a campaign is configured to automatically send a message when a customer creates a new account, but the endpoint isn't able to receive the message for some reason (for example, if the quiet time setting for your campaign applies to the endpoint), then the endpoint is still counted as having been targeted. In this situation, the endpoint is removed from subsequent runs of the campaign.


Q: What are journeys?

A: In Amazon Pinpoint, journeys are fully automated, end-to-end messaging solutions for engaging with your customers. Picture a flowchart: actions lead to other actions, sometimes branching into several paths, each with their own unique sets of activities.

You can use journeys to implement a variety of use cases, including customer onboarding scenarios and churn prevention programs. Journeys are flexibile and extensible, giving your teams the control they need to build powerful customer experiences without writing code using an easy-to-use graphical interface.

Q: Are there any prerequisites for creating a journey?

A: You have to have an active AWS account. You also have to set up the email channel and create a project in Amazon Pinpoint.

Q: What is an activity in a journey?

A: Journey activities are the configurable components that make up a journey. These components have different functionality, and you configure them to create the experience you want to build.

For example, an Email activity sends an email to every journey participant who arrives on it. A Wait activity prevents journey participants from proceeding to the next activity in the journey until a specific date and time, or until a certain amount of time elapses. A Multivariate split activity sends journey participants down one of up to five unique paths based on their segment membership, or based on their interactions with messages that you sent earlier in the journey.

To learn more about these activities, see Journeys in the Amazon Pinpoint User Guide.

Q: What metrics does Amazon Pinpoint provide for my journeys?

A: You can view metrics for a journey using the same web-based management console that you use to create a journey. From the console, you can quickly determine how many participants entered the journey, as well as the number that arrived on each individual step.

You can also export all of the metrics for your journeys to your preferred destination by using an Amazon Kinesis Data Stream or an Amazon Kinesis Data Firehose stream. This capability makes it possible to perform in-depth, post-journey analyses, or to store your data for an extended period time.

Additional charges apply to exporting data using Amazon Kinesis. For more information, see Amazon Kinesis Data Stream Pricing and Amazon Kinesis Data Firehose Pricing.

Q: Can I schedule my journeys?

A: You can configure each journey to start and end at a specific time. Each journey can run continuously for up to 18 months.

You can also schedule how often new participants enter the journey. When you create a journey, you specify a segment of customers that participate in it. You can set up your journey so that this segment is updated on a regular basis—hourly, daily, monthly, quarterly, annually, or not at all.

Q: What can I do if I make a mistake in my journey?

A: Journeys includes a built-in review process that checks for show-stopping errors, while also providing recommendations and best practices. You have to complete this review process before you launch each journey.

Journeys also includes a test feature, which makes it easy to send a group of test participants through your journey. By testing your journey, you can ensure that it behaves the way that you expect it to behave.

If you encounter issues with your journey while it's running, you can stop it at any time. When you stop a journey, participants halt on the activity they're currently on, and never proceed to the next activity.

Q: How much does it cost to use journeys?

A: There's no additional cost for using journeys. You pay for the customers that you target, and for the messages that you send. To learn more, see Amazon Pinpoint Pricing.

Q: Can I use server-side events to trigger journeys?

A: Currently, you can only insert customers into a journey based on their membership in a segment.

However, you can create dynamic segments that are updated using Lambda functions. When a server-side event occurs, you can use Lambda to update your endpoints, adding them to the target segment for your journey. For more information, see Customizing Segments with AWS Lambda in the Amazon Pinpoint Developer Guide.

Q: I'd like to see a feature or capability added to journeys. How can I provide feedback?

A: Our product development roadmap is driven by customer feedback, so we always love to hear your feedback. You can let us know what you think of journeys by clicking the "How do you like journeys?" button in the bottom right corner of the journeys workspace.

We read all of the messages that we receive. If we have any questions about your feedback, we'll contact you directly for more information. However, note that we might not be able to respond to every message that we receive.

Text Messaging

Q: Can I use dedicated phone numbers to send SMS messages?

You can use dedicated short codes or dedicated long codes to send SMS messages to recipients in several countries and regions. The following sections discuss the benefits and disadvantages of each of these options.

Short codes

  • Benefit: Capable of sending hundreds of SMS messages per second (the actual rate varies based on the country where the short code is based).
  • Benefit: Easy for recipients to identify and remember.
  • Disadvantage: Usually more expensive than a long code.
  • Disadvantage: Often takes several weeks to provision.

Long codes

  • Benefit: Usually less expensive than a dedicated short code.
  • Benefit: Typically takes days to provision (actual time varies by country).
  • Benefit: Can be used to send both SMS messages and voice calls in the US and Canada.
  • Disadvantage: Allows you to send fewer messages per second (usually between 1 and 15, depending on the country where the long code is based).
  • Disadvantage: Can be subject to daily sending limits (varies based on the country and mobile carrier of the recipient).
  • Disadvantage: Harder for recipients to remember and identify.

For more information about obtaining dedicated short and long codes, see the Amazon Pinpoint User Guide.

Q: What is two-way text messaging?

A: Two-way text messaging enables customers of Amazon Pinpoint to receive text messages from their users. When a user sends a text message to a customer’s leased number, Amazon Pinpoint passes the text message to the customer, and the customer can use this message to trigger an appropriate response. Depending on the country and the local telecommunication regulation requirements, the customer can use long codes (10-digit phone numbers) and short codes (5 to 6-digit phone numbers).

To receive text messages from their users, the customer enables two-way text messaging in the Amazon Pinpoint console and selects an Amazon SNS topic to receive the text messages. Amazon Pinpoint provides the telephone number of the user and the customer’s message ID if the text message was sent to the customer as a reply.

Q: What are the advantages of two-way text messaging?

A: Two-way text messaging enables several customer engagement use cases. For example, a financial services company could use two-way SMS messaging to send confirmation messages when they detect that a customer's account was used to make an unusual purchase. If the customer responds to the message stating that they initiated the purchase, the institution can authorize it.

Appointment confirmations are another common use case for two-way SMS messaging. For example, medical practices, salons, or restaurants can send messages to confirm a customer's appointment or reservation. The customer can respond, indicating whether or not they can keep their appointment. If the customer can't keep their appointment, you can ask if they want to reschedule, and send them the time and date of the next available appointment.

Q: Why do you require a dedicated number for two-way text messaging?

A: Receiving text messages from the same company through multiple numbers makes it hard for users to associate a number with a single business with which they regularly interact. A dedicated number makes it easier for users to participate in two-way text messaging.

Additionally, Amazon Pinpoint delivers text messages using numbers that are shared by multiple customers. Since these numbers are not exclusive to a sender, it is not possible to accurately route the text message to an appropriate customer when a cellular subscriber texts a number that is owned by Amazon Pinpoint. Because of these reasons, Amazon Pinpoint requires companies to lease a dedicated number for two-way communication.

Q: How can I disable two-way text messaging?

A: You can disable two-way text messaging from the Amazon Pinpoint console. When you disable this feature, you stop receiving incoming text messages from your customers.

Q: Can I create automated responses for specific keywords?

A: Yes. If you have a leased phone number (either a long code or a short code), you can use the Amazon Pinpoint console to create responses to specific keywords. When a customer sends a text message that matches the keyword, Amazon Pinpoint sends the corresponding response to the customer. You can also customize the messages that customers receive when they send HELP or STOP messages to your numbers.

Data Privacy

Q. Does Amazon Pinpoint store my customer data?

A: Yes. Amazon Pinpoint stores user, endpoint, and event data. We have to retain this data so that you can create segments, send messages to recipients, and capture application and campaign engagement data.

Q. Who can access the data stored in Amazon Pinpoint?

A: A very limited number of authorized employees have access to the data stored in your Amazon Pinpoint account.

Maintaining your trust is our highest priority. We use sophisticated physical and technical controls to safeguard your privacy and ensure the security of your data.

Your data is encrypted at rest and during transit. Our processes are designed to prevent unauthorized access to or disclosure of your content.

For more information, see the AWS Data Privacy FAQ.

Q: Do I own my content that is processed and stored by Amazon Pinpoint?

A: You always retain ownership of your content. We only use your content with your consent.

Q: How do I delete the data that Amazon Pinpoint stores?

A: You can selectively delete the data stored in your Amazon Pinpoint account. You can also close your entire AWS account, which deletes all of the data stored in Amazon Pinpoint and all other AWS services in every AWS Region. For more information, see Deleting Data from Amazon Pinpoint in the Amazon Pinpoint Developer Guide.

Contacting Us

Q: I received spam or other unsolicited email messages from an Amazon Pinpoint user. How do I report these messages?

A: You can report email abuse by sending an email to

To help us handle the issue as quickly and effectively as possible, please include the full headers of the original email. For procedures for obtaining email headers for several common email clients, see How to Get Email Headers on the website.

Q: How can I submit feature requests or send other product feedback about Amazon Pinpoint?

A: Your AWS Account Manager can send your feature requests and feedback directly to the appropriate team. If you don't currently have an AWS Account Manager, you can also provide your feedback on the Amazon Pinpoint forum.

Q: How can I get technical support for Amazon Pinpoint?

A: If you have an AWS Support plan, you can create a new support case directly from the web-based AWS management console. AWS Support plans begin at $29 per month. For more information about AWS Support plans, visit

To open a new technical support case

  1. In the console, on the Support menu, choose Support Center.
  2. Next, choose Create case.
  3. On the Create case page, choose Technical support.
  4. Provide information about the issue you're experiencing, and then submit the ticket.

If you don't have an AWS Support plan, you can also ask questions and get answers on the Amazon Pinpoint forum.

Learn more about Amazon Pinpoint pricing

Visit the pricing page
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