Product lifecycle API Overview
Lifecycle event flags, sequencing, and ownership for the MAM integration.
Understand the lifecycle events Reach sends to your MAM endpoint.
Overview
This page defines the lifecycle events exchanged between a brand and Reach.
It covers event sequencing, flag meanings, and API ownership.
APIs involved
Mobile Account Management (MAM) API (brand-owned): Reach notifies the brand when lifecycle events occur.
Account Update API (Reach-owned): the brand notifies Reach when account attributes change (for example, address,
custType, eligibility).
This is a business overview. Use the API portal/spec for schemas.
If you use IP whitelisting, set it up in both directions:
Reach → brand: Reach must be able to reach the brand’s MAM endpoint from Reach egress IPs.
Brand → Reach: the brand must be able to reach Reach’s Account Update API from the brand’s egress IPs.
Lifecycle phases
Bundle-eligible accounts typically move through:
Purchase (order placed)
Activation (relationship established on first activation event)
In-life changes (plan changes, reconnects)
Disconnection (line-level or final account-level)
Termination (relationship released after a waiting period)
The relationship between Brand Account ID and Reach group account ID is established on the first A event.
Lifecycle event flags
Reach sends notifications to the brand’s MAM API for each lifecycle event.
B
Buy / order placed
Fired for each line at the point of order. Marks the start of the lifecycle sequence.
A
Activation
Fired for each activated line. The first A establishes the relationship between Brand Account ID and Reach group account ID.
D
Line disconnection
Fired when a single line is disconnected. The overall account relationship remains active.
DF
Final disconnection
Fired when the last line in the mobile account is disconnected. Starts the termination waiting window.
R
Reconnection
Fired when any line is reconnected. Resets the termination timer if it occurs within 30 days of DF.
C
Plan change
Reserved for future use. Intended to communicate plan change updates (plan name + effective date).
CN
Order cancellation
Order is canceled. Can only happen prior to SIM shipment. No relationship is established for canceled orders.
T
Termination
Fired 30 days after DF with no subsequent R. Brand marks the mobile account as terminated and releases the account relationship.
Related docs
Questions or clarification? Reach out to your respective account manager or email at [email protected]
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