2025 Release Notes

Read about all the great new updates and features we've released in 2025!

If you have questions about any of these features, talk to your Iterable customer success manager.

# December 2025

# Improved templates experience

December 15, 2025

We've polished up the templates experience throughout Iterable! This is a design update (templates still work the same way) — we just gave a few screens a fresh coat of paint and made the experience of creating and managing templates more consistent throughout the platform.

Here are the screens we updated:

• Importing email templates
• Previewing emails on devices
• Spam reports
• Template version history
• Comparing two versions of a template
• Send Calendar
• Sent Messages log

To learn more about this update, see Working with Templates.

# Smarter subscription event tracking for new organizations

December 15, 2025

We’re making subscription event tracking more accurate—and a lot less noisy—for new organizations.

Today, Iterable logs a subscribe or unsubscribe system event any time a related profile field is updated. The issue? If the user’s subscription status didn’t actually change, we still logged the event. That meant extra noise without added value.

Starting with organizations created on or after December 15, 2025, Iterable will handle these updates more intelligently:

If a subscription update doesn’t change a user’s subscription state, Iterable will still process the event (so journeys and webhooks trigger as expected), but won’t store subscription-related system events when no actual subscription changes occur.

Ultimately, this change means that:

• Subscription events are still tracked and processed by Iterable.
• All subscription events still trigger journeys and webhooks as expected, whether or not the subscription state actually changed.
• Subscription events are not stored when no actual subscription changes occur.
• You'll see fewer redundant subscription events in your exports and user profiles.

This update applies to new organizations effective today. Existing organizations will receive the same improvement in a future release, with no expected disruption to your existing journeys and webhooks that rely on subscription event triggers or data.

To learn more about how subscribe and unsubscribe events are tracked and the full impact of this change, see Subscribe and Unsubscribe Events.

# New API endpoints for Embedded Message Templates

December 11, 2025

We've added some new API endpoints to get, update, and create embedded message templates. These endpoints enable your dev team to manage embedded message templates directly via API, as well as open possibilities for future integrations and automations.

To learn more about these new endpoints, see:

• GET /api/templates/embedded/get - Get an embedded message template.
• POST /api/templates/embedded/update - Update an embedded message template.
• POST /api/templates/embedded/upsert - Create or update an embedded message template.

# Creative Library is rolling out this winter!

December 9, 2025

Get ready for a new home for your creative assets! Creative Library is a dedicated space to upload, store, and manage all the images you use in your Iterable templates and campaigns. This new feature provides a seamless, unified image uploading and management experience to help your team build campaigns faster and more easily than ever before.

Here's what's new:

• A central image hub — View and manage all your uploaded images in one place.
• Seamless uploading — Easily upload files with your computer's file manager or by dropping images directly into the upload window.
• Get organized — Create folders to group images by campaign, channel, team, or however you work best.
• Search and filter — Use the new search bar and filters to quickly find what you’re looking for.
• Metadata controls — Easily rename images and add alt text without leaving the image library.

As part of the new Creative Library rollout, any images your project currently stores in the file manager of the Drag and Drop template editor will be migrated to the new Creative Library. (This does not affect any existing templates or campaigns.)

A few notes about the new Creative Library:

• Creative Library supports the following file types: JPEG (.jpeg, .jpg), PNG (.png), GIF (.gif), and WebP (.webp). Additional file types like PDF (.pdf) and videos (.mp4) are currently unsupported, but will be added in a future release.
• Creative Library does not support image cropping after uploading — it's recommended to crop and edit images as needed before uploading them to Creative Library.

To learn more about this update and get started, see Creative Library.

# November 2025

# Iterable's MCP Server is now in beta

November 19, 2025

Marketing has officially broken free from ticket queues, bottlenecks, and campaign-era limitations. The Iterable MCP Server creates a real-time, AI-ready bridge between your favorite assistants (like Claude or Cursor) and Iterable’s platform. Now, teams can access data, trigger journeys, and audit performance the moment they need it.

This is more than another tool — it’s the foundation for a world where marketers, developers, and support teams can move at the speed of the customer, generating insights, orchestrations, and actions instantly, without waiting, guessing, or building heavy workflows.

With the Iterable MCP Server, you can:

• Ask an AI assistant for live customer insights — and get them in seconds.
• Trigger a journey with one easy step.
• Preview a campaign prototype faster than you can type the prompt. Just provide the server with natural language details about a campaign you want to create, and view it in Iterable, nearly right away.

This is how modern marketing should work: real-time, intelligent, and effortlessly connected.

To learn more about Iterable's MCP server, see Overview of Iterable's MCP Server and Setting up Iterable's MCP Server.

# Smarter SMS Quiet Hours with user time zone capture

November 6, 2025

We’re enhancing Quiet Hours for SMS campaigns to make them more accurate and adaptive to each user’s local time zone. This update will be available starting Monday, November 10, 2025.

With this update, the Overwrite IP field project setting now includes an option to capture a user’s IP address when they click a tracked shortlink in an SMS message. When this option is enabled alongside Overwrite location fields, Iterable can use the IP from the click event to infer the user’s time zone and save it to the user's profile.

This allows Quiet Hours to automatically adjust to each user’s real-world location, pausing SMS sends only during their local quiet period. No more static send windows or manual adjustments—just smarter, real-time personalization that respects each customer’s moment.

To learn more, see:

• Quiet Hours - Automatically capture time zones from click data
• Automatically populating IP and geolocation fields

# Enhancements to the Usage and Billing screen

November 6, 2025

We're making some changes to the Usage and Billing screen to make it easier to review your organization's contract limits and usage metrics for each billing period.

This update has been paused in response to customer feedback while we make some final refinements.

Changes to the Usage and Billing screen include:

• A new Billing Period dropdown to select your account's current and previous billing periods in order to view metrics based on actual billing dates.
• The page now displays your organization's contract limits and progress bars that visualize your usage.
• A new CSV export with detailed Global SMS usage metrics for your organization and each project.

To learn more about the updated Usage and Billing screen, see Usage and Billing.

# Unknown User Activation fields added to Iterable Snowflake Data Share

November 3, 2025

We've added an event table for Unknown User Activation and related fields to the Iterable Snowflake Data Share. For details, see Snowflake + Iterable Integration.

# October 2025

# SMS Compliance update (known litigator detection)

October 29, 2025

As part of Iterable’s commitment to helping you stay SMS compliant, we’ve added a new feature that enables you to detect known litigators in your Iterable lists and prevent them from receiving the SMS campaigns you send with Iterable. For more information, see SMS Compliance Known Litigator Detection.

# New requirements for Segmentation queries that use campaign labels

October 29, 2025

To improve segmentation relevance and query performance for organizations with liberal campaign label usage, we now require queries using the Campaign Label field to be timebound with a time period of your choosing. Existing queries with Campaign Label fields can still be used, but must have a time period defined before they can be modified or saved.

For more information, see Segmenting with Campaign Labels.

# Beta features: Global suppression lists and modernized List page

October 29, 2025

We've got two exciting beta releases going out today. Both are being released to a small group of Iterable customers, but they'll be rolled out to all Iterable customers over the coming weeks. If you don't have access yet, check back in a few weeks!

# Global suppression lists

We're making it easier to suppress sends to users who shouldn't receive messages from your brand. Global suppression lists are automatically applied to all new campaigns and journeys in your project to prevent those users from receiving messages by default. Global suppression lists aren't automatically applied to campaigns and journeys that were created before the feature was enabled, or to campaigns created by the POST /api/campaigns/create API endpoint.

To learn more about this update, see Global suppression lists.

# Modernized List page

Iterable's List Index page just got an upgrade! We gave the page a sleek new look and feel to better align it with the rest of Iterable. We’ve also added a couple of enhancements to make working with lists easier and faster than ever before. Here's what's new:

• Modernized design: Updated fonts, layout, headers, and action buttons for more seamless navigation and a smoother experience across the platform.

• Foldering: Now, you can organize lists with foldering like you can in other parts of Iterable. This makes managing lists easier and faster than ever before, especially when you’ve got lots of them!

• Bulk actions: To make managing lists even easier, you can also bulk move lists to another folder or delete those that you no longer use. And, not to worry, we’ll make sure that you don’t delete any lists that are used by an active journey or campaign; any list that falls into this category will be moved into a folder at the top level of the folder structure that’s available just for this use.

To learn more, see Lists Overview.

# New API endpoints and enhancements

October 27, 2025

We've made some updates to the Iterable API that we're sure you'll love! Don't worry - these new endpoints and enhancements have no breaking changes to accommodate. Here's what's new:

Campaigns API:

• New endpoint: Get campaign details by campaign ID - GET /api/campaigns/{id}

Lists API:

• DELETE /api/lists/{listId} This endpoint has been updated to return a 409 Conflict response code and a message indicating where the list is active when attempting to delete a list that is in use.

Templates API:

• New template proof API endpoints for email, push, SMS, and in-app templates:

  • POST /api/templates/email/proof
  • POST /api/templates/push/proof
  • POST /api/templates/sms/proof
  • POST /api/templates/inapp/proof

• New template preview endpoints to generate previews of email and in-app templates with custom data via API:

  • POST /api/templates/email/preview
  • POST /api/templates/inapp/preview

Users API:

• POST /api/users/updateSubscriptions Updated to include a new optional parameter, validateChannelAlignment. This parameter defaults to true when it is not provided (this is the default behavior before the parameter was introduced). Providing a value of false will bypass validation and allow message types to be subscribed to even when the user is unsubscribed from the corresponding channel (this is an enhancement).

• New optional behavior for certain Users API endpoints to return all implied subscriptions instead of just explicit subscriptions. This is an enhancement that your account manager can enable for your project. To learn more, see Implied subscriptions in User API responses

Subscription Preference Center impacts:

Some of these API updates impact the way the Users API returns subscription data, and how you can manage user subscriptions in a subscription preference center. To learn more, see:

• Using implied subscriptions in your preference center (optional).
• Validating channel alignment for message type subscriptions (optional).

# Changes to rate limiting for API keys in query string or request body (legacy projects only)

October 21, 2025

When using API keys, Iterable requires them to be provided as an HTTP request header. However, certain legacy projects have exceptions that still allow API keys to be provided in the query string or request body.

As of November 10, 2025, API calls that provide the key in the query string or request body will be subject to stricter rate limiting.

To avoid being impacted by this change, modify your application code to use API keys as HTTP request headers instead of using the query string or request body.

To learn more, see API Keys.

# PDF reports from Messaging Insights

October 20, 2025

We're happy to announce that you can now export aggregate data from Messaging Insights to PDF reports, directly from Iterable. Now, you can easily view up to 10 metrics based on your selected campaign filters in a clear, readable format for the pages, details, and date range that you choose. No more taking screenshots and doctoring up your own reports—just export the data you need and share the PDFs with your team.

This update is being released over the next couple of weeks. If you don't see it yet, it'll be there soon! To learn more about this update, see Exporting Data.

# September 2025

# New settings for Quiet Hours

September 22, 2025

We're giving you more control over when messages are delivered! Now when you enable Quiet Hours for a campaign, you have the option of setting a fallback time zone for users whose timeZone field is empty or blank. Instead of defaulting to your project's time zone, you can tell Iterable to either apply the time zone of your choosing for users whose time zone is unknown, determine a user's time zone from the area code of their phoneNumber field, or skip the send for these users.

To learn more about this update and start using these new settings, see Quiet Hours.

# Journey testing improvements

September 18, 2025

Journey testing just got an upgrade! Now when you set up a journey test run, you can tell Iterable to shorten long delay times and skip journey actions (like message sends and user profile updates). This gives you more control over your journey tests and helps you make sure things work as expected faster than ever before.

To learn more about this update and get started using these new journey testing features, see Testing and Publishing Journeys.

# Build Once, Personalize Everywhere: Introducing the Snippets API

September 16, 2025

Static campaigns are a thing of the past. Today’s marketers need speed, flexibility, and personalization at scale—and that’s exactly what the new Snippets API delivers.

With these endpoints, you can now create, retrieve, update, and delete reusable content blocks directly via API. Snippets make it effortless to build once and adapt everywhere—so your templates stay dynamic, consistent, and personalized across every channel.

This isn’t just about efficiency—it’s about freeing your team from manual, repetitive work and unlocking the ability to:

• Scale personalization instantly by reusing content that adapts in real time.
• Ensure brand consistency across every message, channel, and audience.
• Move faster by automating content updates instead of rebuilding from scratch.

The Snippets API is another step toward replacing static campaign calendars with always-on, moments-based marketing—so your customers experience relevant, adaptive messaging at exactly the right time.

To learn more about snippets and how they work as reusable content, see Snippets Overview.

To learn more about the new Snippets API endpoints, see Snippets API.

# Journey filtering improvements

September 15, 2025

We updated the query builder in the Yes/No Split tile! Now it's easier than ever to add, duplicate, edit, and delete criteria groups—saving you time and clicks.

The functionality remains the same, and your existing Yes/No Split tiles will continue to work as expected. This is a design update that makes the query builder in the Yes/No Split tile match the updated design of Iterable's Segmentation tool.

To learn more about this update and how to use Yes/No Split tiles in your journeys, see Filter Tiles.

# Unknown User Activation (beta)

September 3, 2025

Have you ever wished there was an easier way to add unknown users to your Iterable project so you could engage with them during those crucial early interactions? And, what if configuring this functionality was as simple as defining profile creation criteria in Iterable's UI, without developer intervention (other than initial SDK setup)?

We're excited to announce that Unknown User Activation is available in beta release! Now, you can add unknown users to your Iterable project based on criteria you define in your project. See Unknown User Activation Overview to learn more, or ask your Iterable customer success manager to enable Unknown User Activation in your project.

# August 2025

# WhatsApp enhancement: Resubmit rejected templates

August 27, 2025

Now if one of your business-initiated WhatsApp templates is rejected after being reviewed by Meta, you can edit and resubmit the template! Simply open the template with the Rejected status, edit the template's content and/or sending details (addressing the highlighted rejection reasons), and submit the template for an additional round of review. This makes it easier to fix any issues so you can start using the template in your WhatsApp campaigns faster.

To learn more about this update, see Managing WhatsApp Template Approvals.

# Updates to Iterable's Brand Affinity model

August 18, 2025

If you use Brand Affinity to evaluate users' historical engagement with your brand, you may have noticed some changes to the scoring you're used to seeing. This is because we’ve adjusted the Brand Affinity model to weigh recent user activity more heavily than it has in the past. This change was made to help ensure that Brand Affinity labels reflect your customers' engagement with an increased focus on more recent activity. The label assignments you see today should better reflect your customers' recent and current behavior.

If you have questions about this update, talk to your customer success manager.

# Quickly summarize Segmentation queries with AI

August 12, 2025

Ever wished there was an easier way to know what a segmentation query does? Your wish is our command! With the new Segmentation Query Summary feature, Iterable AI parses and summarizes a query for you in just a few seconds. This is useful for:

• Understanding queries that other team members have set up
• Verifying that a query targets the expected audience
• Generating descriptions of queries and lists

To learn more about this update and get started with this feature, see Creating a Segmentation Query.

# New product catalog for Shopify customers

August 7, 2025

With this release, Iterable’s Shopify integration now supports a product-level catalog, in addition to the existing variant-level catalog. This unlocks simpler, more scalable personalization, especially for customers with large catalogs, multiple stores, or category-based merchandising strategies.

For more information about tracking products with catalogs, see Shopify + Iterable Integration.

# Improved link tracking for heatmaps added to Iterable Snowflake Data Share

August 4, 2025

With this update, we’ve improved the way we track the link clicks that are reported in heatmaps. Now, in Snowflake, you’ll see a new TRACKED_LINK column (and templateUrl field) in your Email Click event table, which tracks the links in templates or snippets that are used to calculate heatmaps. Note that TRACKED_LINK is our primary source for link tracking, but in uncommon cases where that field has no data, HREF_INDEX will be used instead.

As part of this change, we recommend that you change references to the HREF_INDEX value in the Email Click table to TRACKED_LINK instead. If you have questions about this change, please contact your customer success manager.

For more information, see Snowflake + Iterable Integration.

# New send skip reason: MMSNotEnabled

August 1, 2025

Now, when a message is skipped because sending MMS is not enabled for the project, Iterable logs a smsSendSkip event with a reason of MMSNotEnabled. Some customers may have this reason for send skip events in the circumstances where they have signed up for SMS but have not signed up to send MMS.

To see all reasons for send skip events, see Reasons for Send Skip Events.

# July 2025

# New data for CC and BCC email campaigns

July 31, 2025

We've updated the Usage and Billing screen to make it easier to review your organization's usage and billing information. Specifically, the updated screen now includes send counts for CC and BCC recipients when sending email campaigns.

To learn more about the new Usage and Billing screen, see Usage and Billing.

To learn more about sending email campaigns to CC and BCC recipients, talk to your Iterable account manager.

# New API endpoint: GET /api/lists/previewUsers

July 30, 2025

We've added a new API endpoint that allows you to preview users in a list with a limited sample size.

To learn more about this endpoint, see API Reference: GET /api/lists/previewUsers.

# Gain insight into the performance of frequency optimized campaigns

July 29, 2025

We're happy to announce that Frequency Optimization Insights is now GA. Now, after you’ve sent messages with Frequency Optimization enabled, you can learn how your optimized messages are performing. You can:

• Learn how key performance indicators (Open Rate, Click Rate, or Unsubscribe Rate) are performing over time.

• Learn how many optimized users were sent messages for a given channel (email, SMS, or push).

• View various lift metrics to learn how a treatment group (those who received optimized messages) performed when compared to a control group (those who received only unoptimized messages).

• Analyze the lift, unsubscribes, and send skips for each message type by channel.

For more information, see Frequency Optimization. Or, if you have questions about Frequency Optimization, talk to your customer success manager.

# New journey tile: Hold for Reply

July 24, 2025

We just released a new journey tile that gives you even more flexibility for orchestrating two-way conversations with your users! The Hold for Reply tile pauses users in a journey for up to 7 days until they send a reply to one of your SMS or WhatsApp campaigns. With this tile, you can configure up to 10 replies you expect to receive and route users down different journey paths accordingly. You can even set up alternate versions of each reply to support replies in different languages, or replies that contain possible typos.

To learn more about using the Hold for Reply tile, see Delay Tiles.

# Improved Movable Ink + Iterable integration

July 24, 2025

We've enhanced our integration with Movable Ink! Now instead of having to copy/paste code from Movable Ink into Iterable templates and snippets, you can connect your Iterable project to one or more Movable Ink accounts and easily insert Movable Ink content blocks into your Iterable content with just a few clicks.

With multi-account support, different members of your marketing team (who may have separate Movable Ink accounts and login credentials) can all connect to your project — so your team can access all your Movable Ink assets in one place.

To learn more about this update and get started using the integration, see Movable Ink + Iterable Integration.

# Upgrading to Shopify’s web pixel for enhanced privacy and security

July 14, 2025

We've enhanced the Iterable Shopify app to improve data integration. Our updated app now uses Shopify's Web Pixel system to more accurately track site interactions and purchase attribution, while also fully respecting customer privacy settings based on their consent. For existing users, simply reinstall the app to benefit from these improvements. To learn more about Iterable's Shopify Web Pixel see Shopify + Iterable Integration.

# June 2025

# Accessing journey exit events in Snowflake

June 23, 2025

With the release of journey events last month, you gained the ability to generate journey exit events that tell you where, when, and why your users exit journeys you create. This information can help you avoid over messaging users, gain context around their journey experience, and generate lists of users who have similar event histories.

Next week, we'll be adding support for these events in Snowflake. Now, you'll be able to share the journey exit events that you track in your Iterable project with your Snowflake account, and leverage this data the way you use all of the other data you access from your Snowflake Secure Data Share. For details about the information you can access, see Snowflake + Iterable Integration.

# Segmentation updates

June 18, 2025

We just released a few improvements for Iterable's segmentation tool! Here's what we changed:

• Reduced the number of clicks required to complete tasks
• Made it easier to duplicate and delete individual lines or whole sections of a query
• Added confirmation messages for when a list is in the process of being saved and when the save is complete
• Fixed a bug that caused long field names to be cut off
• Added the ability to undo and redo editing actions
• General performance improvements

To learn more about building and editing segmentation queries, see Segmentation Overview.

# New bot user agents for filtered metrics

June 3, 2025

To ensure that bot-generated actions are excluded from our filtered open and click metrics, we’ve updated our list of user agents. This list is sure to evolve over time, and we’ll continue to keep it current as we become aware of new agents.

# May 2025

# Changes to Campaign Send Rate Limits for Experiments (beta)

May 21, 2025

During the beta period for the Send Rate Limits feature, we've made some changes to how Iterable handles rate limits for experiments. Previously, the control variant's rate limit was used for all variants, which could cause issues if other variants had lower limits (for example, with data feeds). Now, Iterable uses the lowest rate limit set among all variants in the experiment, preventing any variant from exceeding its intended rate.

For more information about this beta feature, see Optimizing Campaign Delivery: Send Rate Limit.

# New fields for Snowflake Data Share

May 20, 2025

With this update, Snowflake Secure Data Share has added the IS_BOTfield to the Email Click, Email Open, and SMS Click event tables. Use them to identify when an action was most likely performed by a non-human user agent (for email) or when a device created a link preview (for SMS).

In addition, we’ve added the IS_GHOST_PUSH field to the Push Uninstall event table. Use this field to identify whether a push notification was sent sometime after the original send to verify whether the device token is still valid. If Iterable receives feedback that the device token is no longer valid, the user is unsubscribed from the current campaign.

For more information, see Snowflake + Iterable Integration.

# New Handlebars helpers

May 15, 2025

In response to requests from customers who have specific requirements for data authentication (for example, to provide authentication to less sensitive systems like a customer review link or a subscription center), we've added two new Handlebars helpers: hexEncode and hmacSHA256.

To learn more, see Handlebars Reference: Encoding and Hashing Helpers.

# New feature: Journey Events

May 5, 2025

After a well-received private beta, we've released our new journey events feature to all Iterable customers! Now you can generate an event when a user exits a journey — allowing you to see the specific path they took, including where, when, and why they exited the journey. This feature can help you:

• Avoid over-messaging users — Exclude users from or include users in specific journeys based on whether or not they're currently in another journey or exited a previous journey for a particular reason.

• Improve customer service — Review a user's journey event history to understand their overall experience (including which messages they have or haven't received) for greater context when responding to customer service requests.

• Refine your lists — Segment and create lists of users with similar journey event histories.

To learn more and get started with journey events, see Monitoring Journey Engagement.

# WhatsApp messaging now available

May 1, 2025

Today, we released WhatsApp as a new sending platform in Iterable! Now in addition to email, SMS, in-app, and other messaging channels, you can reach your users on WhatsApp too. Set up your WhatsApp Business Account and business profile, create reusable WhatsApp templates, and schedule and send WhatsApp campaigns — all right from your Iterable project.

With this release, we’ve also added:

• WhatsApp metrics so you can easily track WhatsApp engagement in Campaign Analytics and Messaging Insights. See Metrics Definitions.
• Snowflake Secure Data Sharing now includes event tables for WhatsApp. For more information, read Snowflake + Iterable Integration.
• Reasons that WhatsApp messages might be skipped instead of being sent. See Reasons for Send Skip Events.

To learn more about this release and get started with WhatsApp, see WhatsApp Overview.

# Refreshed Project Settings

May 1, 2025

We're excited to announce that we've refreshed the Project Settings screen in Iterable! The new design makes it easier to find and update your project's settings, and includes usability improvements that are aligned with Iterable's latest design standards.

Additionally, some names and descriptions have been updated to better reflect the settings they control. However, the functionality of these settings remains the same.

To learn more about our latest version of Project Settings, see Project Settings.

# April 2025

# Heatmaps

April 28, 2025

The Heatmap view in Campaign Analytics makes it easy for you to quickly see what information users found most interesting for a selected campaign. And, with the updates we've made to the metrics heatmaps reference, you'll also see improved accuracy and reliability. Highlights include:

• More accurate, detailed information about how users are interacting with dynamic links, including links in snippets.

• The ability to view heatmaps for a specific user’s profile, including links in snippets and handlebars.

• An option to export click-related data for later analysis.

For more information, see Heatmap.

# Frequency Optimization Insights beta

April 24, 2025

Frequency Optimization extends Iterable’s Frequency Management feature, so you can personalize the number of messages you send (for a campaign or message type), within a defined period of time based on each user's unique historical engagement data.

After you’ve sent messages with Frequency Optimization enabled, you can learn a lot about how your optimized messages are performing by reviewing Frequency Optimization Insights. You can:

• Learn how key performance indicators (Open Rate, Click Rate, or Unsubscribe Rate) are performing over time.

• Learn how many optimized messages for a given channel (email, SMS, or push) were sent and how many users received them, along with the associated lift.

• Analyze the lift, unsubscribes, and send skips for each message type by channel.

To review how your message sends are being optimized:

1. Go to Insights > Intelligent Insights to open the Frequency Optimization Insights page.

2. At the top of the page, filter message sending optimizations to display data for the past 30, 60, or 90 days. A 30 day view allows you to focus on the impact of a specific campaign, while a 90 day view may help you evaluate how well optimizations are performing more broadly.

3. In the Performance Over Time chart, view how optimized message sends have performed for a specific metric over a period of time. You can also learn the average number of sends, and which performance metric had the biggest lift and change since the previous period.

4. In Breakdown by Channel, click the tab for the channel you want to view (email, SMS, or push). You can view an overview of the audience size, average number of sends, and the associated lift with for the selected channel. You can also view metrics related to the performance of specific message types.

# Updated and new filtered metrics

April 24, 2025

To ensure that the metrics you track for email and SMS represent actions by human users, not bots or proxies, this release includes:

• An updated Total Email Opens (filtered) metric
• New filtered metrics for email and SMS clicks, including Total Emails Clicked (filtered), Unique Email Clicks (filtered), Total SMS Clicks (filtered), Unique SMS Clicks (filtered)

These metrics filter out actions that were performed by user agents we’ve identified as bots (also called non-human interactions.) These metrics do not filter out proxied activities that are determined to be performed by human users (for example, those that Gmail passes to a proxy server solely for privacy purposes). For information, see Metrics Definitions.

As part of this update, we’ve also added the isBot data field to filtered email and SMS open and click events. This new data field contains a boolean value set to true when the user agent meets criteria for prefetch or proxy activity. You can use this field in segmentation to generate lists that filter out users who are likely associated with non-human, bot opens. For example:

Customers can use isBot in segmentation and journeys to filter out actions by bots. For example, if a customer wanted to segment only for real humans who have opened an email, they could create a segmentation query that finds all users who have an Email Open event where isBot = false.

# New Smart Ingest source: Microsoft Fabric

April 2, 2025

Smart Ingest now supports Microsoft Fabric as a source! This integration allows you to pull data stored in your Microsoft Fabric data platform and import it into Iterable. With Smart Ingest, you can easily sync your data from Microsoft Fabric to Iterable, enabling you to leverage your data for personalized marketing campaigns and customer engagement.

To learn more and view instructions for setting up this integration, see Microsoft Fabric + Smart Ingest.

# March 2025

# Updated Segmentation page

March 18, 2025

Iterable's Segmentation tool just got an upgrade! We gave the page a sleek new look and feel, and we implemented a few performance enhancements so that identifying audiences and creating lists is faster and easier than ever before. Here's what's new:

• Updated design: New colors and icons for the All/Any/None options help you quickly distinguish between them at a glance.

• Improved error handling: Now when you forget to fill out a required field, the segmentation query builder shows an error message and highlights the missing field so you can easily find and fix the problem.

• Audience Insights updates: We moved Audience Insights data from the sidebar of the Segmentation page to the bottom of the page to make it easier to access and review.

• General performance improvements: We’ve made a few general performance enhancements under the hood that improve page load times and make segmentation queries run faster.

The basic functionality of the segmentation query builder is the same, so your existing segmentation queries will continue to work as expected. This release is simply a design update with a few behind-the-scenes performance improvements.

We're releasing the new version of Segmentation in phases over the next few weeks — if you don't see it in your project yet, check back soon.

To learn more about using Iterable's Segmentation tool, see Segmentation Overview.

# System webhooks for Embedded Messaging

March 6, 2025

We've added new system webhooks that provide detailed information about the events that occur during the lifecycle of an embedded message campaign. These webhooks can help you track user interactions with your embedded messages, trigger automations in other systems, and monitor the performance of your embedded messaging campaigns.

You can now create and send system webhooks for the following embedded messaging events:

• Embedded click (embeddedClick) - Triggered when a user clicks on a link in an embedded message.
• Embedded impression (embeddedImpression) - Triggered when a user session ends and an embedded message has been displayed for a period of time.
• Embedded received (embeddedReceived) - Triggered when a device has retrieved a message to display for the user. (It does not mean that the message has been displayed.)
• Embedded session (embeddedSession) - Triggered when a user session is finished in your app or website.

To learn more about using Embedded Messaging as a channel, see Embedded Messaging Overview.

To learn more about these new webhooks and view example JSON payloads, see System Webhooks.

# Brand Affinity update

March 4, 2025

We recently updated Brand Affinity to provide greater accuracy in the labels that are assigned to each of the users in your project. Now, Brand Affinity:

• Includes an expanded predictive model that estimates the likelihood of engagement over the next 30 days.
• Provides greater clarity in the application of the Unscored label, which is now applied to any user who has not been sent a message for 60 days.

For more information, see Brand Affinity.

# January 2025

# New options for journey entry limits

January 30, 2025

We added a new entry limit setting to the journey Start tile. The Multiple Journeys setting lets you specify whether or not users can enter the journey if they're currently in any other journeys. There are three options for this setting:

• Users can enter this journey, even if they are in another journey
• Users can't enter this journey if they are in another journey
• Users can't enter this journey if they are in (Select Journeys)

This new setting gives you finer-grained control over when and how users are added to your journeys. To learn more about this update, see Entry Limits.

# SMS send system events and webhooks now include rendered SMS messages

January 24, 2025

We've updated SMS send system events and system webhooks to include a new field with the rendered version of each SMS message body. This change makes it easier to view the actual content that was sent to each user, to support your quality, compliance, and debugging efforts.

Here's what you can expect in your SMS send events moving forward:

• renderedSmsMessage - The final personalized version of the message that was sent to the user, with all merge tags and Handlebars replaced by their actual values, the opt-out instructions that were included (when applicable), and unique shortlinks. This field is new in this release.

  Example:

  {
      "renderedSMSMessage": "Hello, John! Click here to view our latest offers: https://itbl.co/-KT~2NMwZ Msg&data rates may apply. Text 'STOP' to opt-out."
  }
  

  You can find the renderedSMSMessage field in the SMS send system webhook payload and system event.

• smsMessage - The message template that was used to send the message, including merge tags, Handlebars expressions, and raw URLs before adding UTM parameters and link shortening.

  (This field is unchanged in this release, and noted here for clarity.)

  Example:

  {
    "smsMessage": "Hello, {{user.firstName}}! Click here to view our latest offers: {{offerUrl}}"
  }
  

  You can find the smsMessage field in the following system events and system webhook payloads:

  • SMS bounce
  • SMS click
  • SMS received (Note that for this event, the smsMessage contains the message that was received from the user, and is not a template version.)
  • SMS send

# Seamlessly combine user profiles with our new Merge Users API

January 21, 2025

To help you manage user profiles more effectively, we've introduced the Merge Users API. This API lets you combine two Iterable user profiles into one, including system events, custom events, and user profile fields. This is a key update that represents a significant enhancement to Iterable's user profile management capabilities and can help you keep your user data clean and up-to-date.

The new endpoint, POST /api/users/merge, accepts a source user identifier and a destination user identifier as parameters in the request body. It merges the source user data into the destination user profile and deletes the source user profile. If the destination user doesn't yet exist, Iterable simply changes the identifier on the source user profile. Additionally, Iterable provides functionality to specify how to merge array data for user profile fields.

To learn more about how the Merge Users API works, see Merging User Profiles.

# New limits for GDPR forget and unforget requests

January 21, 2025

To improve performance and better serve our customers, we're implementing a new limit on the number of General Data Protection Regulation (GDPR) forget and unforget requests that can be made within each Iterable project in a 24-hour period. This change applies to Iterable's two API endpoints for complying with GDPR forget and unforget requests:

• POST /api/users/forget
• POST /api/users/unforget

As of January 2025, an Iterable project can call each of these endpoints a maximum of 1000 times within a 24-hour period. After the 1000th call to either the forget or unforget endpoint, any subsequent calls will fail, returning a 429 error code.

If your projects call these endpoints fewer than 1000 times per day, this change will have no effect on your organization's workflow. If any of your projects are currently calling these endpoints more than 1000 times per day, work with your customer success manager to bring the number of calls below this threshold.

To learn more about handling GDPR requests in Iterable, see Responding to GDPR Requests.

# Quick Actions menu

January 21, 2025

Your Iterable experience just got an upgrade! Today we started a rolling release of Iterable's new Quick Actions menu: an instantly accessible command palette that makes it easier than ever to get around and complete tasks in Iterable.

Here are just a few ways the Quick Actions menu can streamline your workflow:

• Jump between pages and tasks with simple keyboard shortcuts.
• Instantly search for journeys, campaigns, templates, and user profiles from anywhere in your project.
• Create new resources (like templates) directly from the Quick Actions menu.

We'll be releasing this feature to all Iterable customers in waves over the next few weeks (expected completion date February 10, 2025). If you don't see it yet, check back soon.

To learn more about the Quick Actions menu, see Navigating Projects.

# Enhancements to project navigation

January 6, 2025

Exciting news! We've made some enhancements to project navigation in Iterable that we think you'll love:

• You can pin your favorite projects to the top of the menu for quick access.
• Projects are now sorted alphabetically, with pinned projects appearing first.

These updates make it easier and faster to switch between projects and find the ones you use most often. To learn more, see Getting Around in Iterable: Navigating your projects.