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Avoid sending a SMS to the same mobile phone number twice or more

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Posted on by RH-08101150-0

In the old marketing outbound app it was possible to avoid sending a SMS more then one time to the same mobil number as it could happen that a person related on one account was also present on another account. However, I do not want to send that person more than 1 SMS. This feature was also available for the email part.

After the transition to Customer Insights the functionality is missing for the SMS but has been kept for the email part. My question is why and when will this feature return in Customer Insights.

With the missing feature how are people coming around this issue without making an export of data first followed by some excel work and then imported again with some unique value/tag ?

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Dynamics 365 Customer Insights - Journeys

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Holly Huffman 6,522 Super User 2025 Season 2 on at

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Avoid sending a SMS to the same mobile phone number twice or more

Good morning, afternoon, or evening – depending on where you are in the world!

This issue you are describing—where SMS deduplication is no longer functioning in Customer Insights - Journeys—is a known limitation following the transition from the legacy Outbound Marketing module.
In the previous system:

SMS deduplication prevented multiple messages from being sent to the same mobile number, even if that number was linked to multiple contacts or accounts.

This functionality was mirrored in email deduplication and worked reliably.

In Customer Insights - Journeys:

Email deduplication is still supported.

SMS deduplication is currently not available.

Microsoft has not announced a timeline for reintroducing this feature as of the 2025 release wave.

Workarounds currently used by other organizations include:

Using Power Automate or Power Query to deduplicate mobile numbers before contacts enter a journey.

Creating custom segments that group by mobile number and select only one contact per number.

Maintaining a suppression list of mobile numbers that have already received an SMS, updated dynamically.

Implementing custom plugins or Azure Functions to intercept and filter duplicate sends at runtime.

I teamed up with AI to respond the most accurately and efficiently.
Hope this helps some :)

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RH-08101150-0 29 on at

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Avoid sending a SMS to the same mobile phone number twice or more

@Holly Huffman thank you for your comment and your suggestions.

Though I'm sad to here that Microsoft does not have a plan to re-introduce the feature in Customer Insights.

Looking at your suggestions, which twos are the most easy and simple ones to use if I want to stay in the Customer Insights app?

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