Consent and contact policy become platform objects
Consent, quiet hours and frequency rules move from campaign settings into platform-level objects that agents and journeys must respect.
The pattern so far
From July 2026 consent and contact rules began to live at platform level: mapped consent between Salesforce clouds, agents that follow project-wide silent hours, consent that overrides carrier blocks, tenant-wide quiet hours as a default. August accelerated it with Twilio's GA consent API and quiet hours at Adobe and Iterable, and September added mandatory consent checkboxes and quiet hours for SMS campaigns.
Trajectory
Month by month
- Confirmed Reconstructed
AJO made a consent checkbox mandatory in landing page forms, and Klaviyo added quiet hours to SMS campaigns, delaying or skipping sends that would land in them.
- Accelerating Reconstructed
Consent became an API and quiet hours a platform default. Twilio's Consent Management API, now GA, lets consent override toll-free network-level opt-outs, AJO added quiet hours to orchestrated campaigns, Iterable already had default quiet hours for new SMS campaigns, and Braze put workspace quiet hours in early access. IAB Tech Lab finalised DDRF 2.0 and California issued a data-broker fine.
- Twilio's Consent Management API supports toll-free network-level opt-out overrides, GA.
- AJO Orchestrated Campaigns gain Quiet Hours.
- Iterable shipped Default Quiet Hours for new SMS campaigns.
- Braze adds workspace quiet hours as a channel-level default, in early access.
- IAB Tech Lab finalises DDRF Version 2.0.
- CalPrivacy brings its first action against a data broker under both the CCPA and the Delete Act.
- Emerging Reconstructed
Salesforce's email consent mapping between Marketing Cloud Engagement and Marketing Cloud Next went live on schedule, and Bloomreach's Loomi agent follows project-wide silent hours and frequency caps when it builds campaigns.
Before it became a pattern
Early sightings that did not yet pass the entry rule on their own.