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Custom Channel

Introduction#

The Custom channel enables handling subscribers whose only form of communication is an API call to an external system.

It is an integration channel designed for organizations that want to:

  • transfer data to their own systems,
  • trigger backend processes,
  • execute system-to-system integrations,
  • handle users without an email address or phone number.

The Custom channel is not a marketing channel and is not used to send messages (email, SMS, push).
It operates exclusively within Workflows.

Key Features#

✔ Does not require an email address or phone number
✔ Does not require marketing consent
✔ Supported exclusively in Scenarios
✔ Enables API calls to external systems
✔ Can be enabled or disabled administratively

When to Use the Custom Channel#

The Custom channel is suitable when:

  • communication takes place exclusively via API,
  • the user exists in an external system,
  • you need to trigger processes (e.g., registration, status updates, data synchronization),
  • you do not plan to send marketing messages.

Example:
A user registers in a mobile application, and the system transfers their data to a CRM or ERP without sending an email message.

Subscriber Management#

You can:

  • add a subscriber with only the Custom channel,
  • add the Custom channel to an existing subscriber,
  • remove the Custom channel from a subscriber.

The channel is available when adding or removing a subscriber (if it is enabled in administrative settings).

Segmentation#

The Custom channel is available in segmentation.

You can:

  • create segments of subscribers who have the Custom channel,
  • combine it with other segmentation conditions,
  • build scenario logic based on channel membership.

The segmentation view works analogously to other channels (e.g., Web Push).

Workflows#

The Custom channel operates exclusively within Scenarios.

You can:

  • trigger scenarios for subscribers who only have the Custom channel,
  • use the following elements:
    • API Call
    • Execute Code
  • transfer data to external systems,
  • build system-to-system automations,
  • use related data within Dynamic Content (available only in the context of scenarios).

API#

The Custom channel is fully supported via API.

You can:

  • add subscribers with the Custom channel,
  • remove the Custom channel,
  • trigger events (Custom Events),
  • retrieve subscriber information including Custom channel details.

Limitations#

The Custom channel:

  • does not support campaign sending,
  • does not include a message editor,
  • does not store marketing subscription history,
  • is not visible in the Preference Center,
  • does not support unsubscribe links,
  • does not support the Snooze option,
  • does not replace Email, SMS, or Push channels.

It is an integration channel intended for process automation and system communication.

Channel Availability#

The Custom channel is an additional service and requires dedicated configuration on the platform side.

To activate this channel on your account, please contact your Account Manager.

Summary#

The Custom channel extends the platform’s capabilities by enabling support for subscribers who do not communicate through traditional marketing channels.

It allows you to build automations based on:

  • API calls,
  • scenario logic,
  • integrations with external systems.

If your goal is system-to-system communication rather than message delivery, the Custom channel is the right solution.

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