Last Updated: July 29, 2026
PRD: Notion

Where We Are

• Engineering has completed much of the foundational cross-system work and is moving into the ongoing eligibility job, notification drip, and batch-processing design.
• The latest table flagged for de-identification is approximately 97M users
  • Given that the 5 year clock starts upon subscription end date, very few of the 97M are former subscribers
• The canonical notification policy remains T-60, T-30, and T-7 notices followed by de-identification at T-day for users who remain inactive. We may add more periods depending on engagement at T-60

Plan

55M of the roughly 120M total accounts have been imported into Customer.io

For the users already in customer.io flagged for de-identification

1. Begin to run these users through the de-identification drip
2. Review metrics for each notification sent prior to time T to determine if we should add more notifications or push out time T de-identification

For the users who aren't in customer.io flagged for de-identification

1. Create customer.io profiles for a batch of these users (~5M)
2. Run the de-identification drip on these users
3. Review metrics for each notification sent prior to time T:
   1. Delivery and bounce rates.
   2. Spam complaints and unsubscribes.
   3. Clicks and CTA landings.
   4. Customer.io profile cost and operational effort.
4. As we de-identify users continue to add more batches of users to customer.io if we determine it's valuable to do so

Remaining Action Items

• Review logic in detail with Amit / Tatjana on 97M list
• Review de-identification table snapshots from January 1, 2025 and January 1, 2026 to determine how many users had any activity, played at least a game, purchased a subscription
  • Identify any patterns to determine if we should treat the 97M list any differently (ex. if all the purchases came from a specific segment we may want to have a different schedule for de-identification)
• Draft email copy for time points
• What is the overlap between the de-identification list + those who have profiles in c.io
• For those that do have profiles in c.io + are on the de-identify list:
  • Who is opted into push notifications?
  • How many emails have they received from us?
  • Have they opened any of our emails? (Determine if we can distinguish between machine generated vs. actual opens?)