Amazon Pinpoint Deprecation — Solving Multi-Tenancy Challenges in Your Migration Strategy

Amazon Pinpoint is set to reach end of support on October 30, 2026. For most organizations, the migration path is straightforward. But if you are a BPO (Business Process Outsourcer) or service provider managing customer engagement on behalf of many clients, the challenge is more complex: how do you maintain the strict data and reputation isolation between clients that Pinpoint's model provided, in services that weren't originally designed with that model in mind?

Here are key considerations to help you determine the migration solution that works best for your multi-tenant needs — with a focus on AWS-native services that provide the closest feature parity to Pinpoint.

The BPO Multi-Tenancy Challenge

Consider a BPO platform that currently uses 50 separate Pinpoint Projects, one for each client. Each client manages their own campaigns, templates, and segments through the platform's portal, and only sees their own data and analytics. This architecture provides complete data isolation at the AWS resource level, with separate API credentials, dedicated analytics, and independent configuration for each tenant.

When migrating to Amazon SES for email, AWS End User Messaging for SMS, or Amazon Connect for journey orchestration, the multi-tenancy model changes. Understanding these differences is essential before committing to a migration path.

Recent AWS Launches Addressing Multi-Tenancy (March 2025 – March 2026)

AWS has added several features over the past year that directly address the multi-tenancy challenges BPOs face when migrating from Pinpoint. Here is a date-specific timeline of the most relevant launches:

Date	Service	Feature	Multi-Tenancy Relevance
May 2025	AWS End User Messaging	SMS onboarding guide for SaaS/ISV/multi-tenant applications	Published detailed architectural models for providers managing SMS on behalf of multiple clients, including Bring Your Own Account, Provider Account, and Fully Automated models.
June 2025	Amazon Connect	Enhanced communication limits for Outbound Campaigns	Added instance-level communication total limit controls and the ability to opt out of limits for critical campaigns — essential for BPOs managing per-client messaging frequency.
June 2025	Amazon SES	Available in 3 new regions (Asia Pacific Hyderabad, Middle East UAE, Europe Zurich)	Expanded regional coverage helps BPOs meet data sovereignty requirements for clients in different geographies.
June 2025	AWS End User Messaging	Resource sharing via AWS RAM	Enables BPOs to share SMS origination identities (phone numbers, Sender IDs) across multiple AWS accounts, supporting multi-account tenant architectures.
July 2025	Amazon Connect	Segment creation from imported CSV files	Allows uploading predefined customer lists to create targeted segments — simplifies migrating Pinpoint segments into Connect Customer Profiles per client.
August 2025	Amazon Connect	Multi-profile campaigns and enhanced phone number retry sequencing	Supports account-based campaigns that reach multiple people associated with the same account — useful for BPOs managing B2B client outreach.
August 2025	Amazon SES	Tenant isolation with automated reputation policies	The most significant launch for BPO multi-tenancy. Enables up to 10,000 isolated tenants per account (300,000 with increase), each with dedicated configuration sets, identities, templates, and per-tenant reputation metrics. Automatic pause of problematic tenants protects other clients.
November 2025	Amazon SES	Available in 2 more regions (Asia Pacific Malaysia, Canada West Calgary)	Further regional expansion for data sovereignty.
November 2025	Amazon Connect	Multi-step, multi-channel journey builder	Visual journey builder for creating multi-step, multi-channel customer engagements directly in the Connect console — the direct replacement for Pinpoint Journeys.
December 2025	Amazon Connect	WhatsApp channel for Outbound Campaigns	Adds WhatsApp as an outbound campaign channel, expanding multi-channel reach for BPOs serving clients in WhatsApp-heavy markets.
December 2025	Amazon Connect	Customer Profiles segmentation powered by Spark SQL (Beta)	Advanced segmentation using Spark SQL with AI assistance — enables sophisticated per-client segment definitions that replace Pinpoint's segment builder.
December 2025	Amazon SES	Mail Manager available in all 27 commercial regions	Full global coverage for inbound email processing and routing — relevant for BPOs managing inbound email flows per client.
February 2026	Amazon Connect	Dynamic dialing mode switching for Outbound Campaigns	Allows changing between preview and non-preview dialing modes during active campaigns — gives BPOs more flexibility in managing voice outreach per client.

The August 2025 launch of SES Tenant Management is the single most impactful feature for BPOs migrating from Pinpoint, as it directly replicates the per-project reputation isolation that Pinpoint provided. Combined with the November 2025 Connect journey builder, the core Pinpoint capabilities now have AWS-native successors with multi-tenancy support.

Evaluating Your Migration Path

Before selecting a migration strategy, assess two critical factors that will determine your optimal path forward.

Document your current Pinpoint usage patterns. Determine which capabilities you use per client — email sending, SMS/MMS, voice, journey orchestration, campaign management, customer segmentation — and the volume each client generates. Map each capability to its AWS successor service:

Pinpoint Capability	AWS Successor Service
Email sending and templates	Amazon SES
SMS, MMS, WhatsApp	AWS End User Messaging
Customer journeys and campaigns	Amazon Connect Outbound Campaigns
Segments and customer data	Amazon Connect Customer Profiles
Analytics and events	Amazon Kinesis + Amazon QuickSight

Define your data isolation requirements. Identify whether you need complete tenant separation (where Client A's data, reputation, and sending activity must be entirely invisible to Client B) or whether logical separation meets your compliance and security standards.

Email Channel: Amazon SES Multi-Tenancy Options

For BPOs migrating email sending from Pinpoint, Amazon SES offers purpose-built multi-tenancy capabilities.

Option 1: SES Tenant Management (Recommended)

Amazon SES provides a native Tenant Management feature specifically designed for ISVs, enterprises, and service providers managing email on behalf of multiple downstream entities. This is the recommended approach for most BPO migrations.

With SES Tenant Management, you operate a single SES account and create a tenant for each client. Each tenant is a logical container that can have its own email identities, configuration sets, templates, and reputation metrics. If one client's sending practices cause high bounces or complaints, only that tenant is automatically paused — other clients continue sending unaffected.

Key capabilities:

• Up to 10,000 tenants per account (up to 300,000 with quota increase for qualifying accounts)
• Automatic reputation isolation with per-tenant bounce and complaint tracking
• Three enforcement levels: Standard (recommended for most), Strict (for high-risk or new clients), and None (for monitoring without enforcement)
• Per-tenant auto-pause when reputation thresholds are exceeded
• EventBridge notifications for reputation findings and sending status changes
• Per-tenant CloudWatch metrics for sends, bounces, and complaints
• Cost allocation tagging per tenant for client billing
• Resources can be dedicated to a single tenant or shared across tenants

This maps closely to the Pinpoint project-per-client model, where each project had independent reputation and analytics.

Option 2: Separate AWS Accounts per Client

For BPOs requiring the strongest possible physical isolation — for example, due to regulatory or contractual requirements — provisioning a separate AWS account per client with its own SES configuration provides complete separation of billing, IAM, resources, and service limits. Use AWS Organizations to centrally manage accounts and apply Service Control Policies (SCPs). This approach has higher operational overhead but eliminates any shared infrastructure between clients.

Option 3: Configuration Sets with Dedicated IP Pools

For BPOs that need IP-level reputation isolation without full tenant management, you can assign each client a dedicated configuration set mapped to a dedicated IP pool. Managed Dedicated IPs reduce the operational burden of IP warm-up and management. This provides IP reputation separation but lacks the automatic enforcement and per-tenant pause capabilities of Tenant Management.

SMS Channel: AWS End User Messaging Multi-Tenancy

For BPOs migrating SMS capabilities from Pinpoint, AWS End User Messaging is the successor service. Multi-tenant SMS architectures require careful planning around originator registration, opt-in ownership, and compliance.

AWS has published detailed guidance on SMS onboarding for SaaS, ISV, and multi-tenant applications. Key architectural models for BPOs include:

• Bring Your Own Account Model — Each client connects their own AWS account. The BPO provides a user-friendly interface that calls End User Messaging APIs using the client's credentials. Best for technical clients who want full control.
• Provider Account with Per-Client Registration — The BPO owns the account and handles registration on behalf of each client. Can be implemented with separate AWS accounts per client or a multi-tenant architecture in a single account using phone pools and configuration sets.
• Fully Automated Model — The BPO programmatically handles registration, compliance, and sending. Best for large-scale providers serving many clients with varying technical sophistication.

A critical consideration: mobile carriers require clarity on who the end user believes they are opting in to receive messages from. For most BPO scenarios, registration should be completed using the client's information, since end users interact with the client's brand, not the BPO's.

Use phone pools and configuration sets to isolate SMS traffic per client, and leverage AWS RAM resource sharing to share origination identities across accounts when using a multi-account architecture.

Journey and Campaign Orchestration: Amazon Connect Multi-Tenancy

For BPOs that used Pinpoint Journeys and Campaigns, Amazon Connect now provides Customer Journey Orchestration, Outbound Campaigns, and Customer Profiles-based segmentation. However, its multi-tenancy model differs significantly from Pinpoint's project-based architecture.

Understanding Amazon Connect's Data Separation Model

Amazon Connect Customer Profiles supports data separation through domains. A critical architectural constraint applies: each Amazon Connect instance can only be associated with one Customer Profiles domain. Multiple Connect instances can share the same domain, but a single instance cannot span multiple domains. You can create up to 100 Customer Profiles domains per account per region (adjustable via service quota request).

Each domain maintains a separate customer data store with its own set of profiles. Queries against Domain A never return data from Domain B. But because of the one-domain-per-instance constraint, achieving true multi-tenant isolation for journeys and campaigns requires separate Connect instances.

Recommended: One Connect Instance per Client

Deploy a separate Amazon Connect instance per client, each with its own Customer Profiles domain. Each instance's Outbound Campaigns feature accesses only the Customer Profiles data within its associated domain. Implement IAM policies that restrict cross-instance access, and use AWS Organizations with Service Control Policies (SCPs) to enforce boundaries.

This approach provides clean data boundaries per client with the operational overhead of managing separate instances.

For Complete Physical Isolation

Create one dedicated Connect instance per client by provisioning separate instances in each client's AWS account or within isolated accounts in your AWS Organization. This provides account-level separation but requires significant operational overhead for instance management at scale.

Aligning the Right AWS Solution to Your BPO Needs

Requirement	SES Tenant Mgmt	End User Messaging	Connect (per Client)	Separate Accounts
Email reputation isolation	✅ Native	N/A	N/A	✅ Complete
Per-client email auto-pause	✅ Automatic	N/A	N/A	✅ Account-level
SMS/MMS tenant isolation	N/A	✅ Phone pools	N/A	✅ Complete
Journey orchestration	❌ Email only	❌ SMS only	✅ Multi-channel	✅ Per-account
Operational overhead	Low	Medium	Medium-High	High
Scalability (50+ clients)	✅ Up to 300K	✅ Config sets	⚠️ Instance mgmt	⚠️ Account mgmt
Physical isolation	Logical	Logical	Per-instance	Complete
Cost allocation per client	✅ Tagging	✅ Tagging	✅ Tagging	✅ Separate billing

Recommended combined architecture for most BPOs:

• Amazon SES with Tenant Management for email sending and reputation isolation
• AWS End User Messaging with per-client phone pools and configuration sets for SMS/MMS
• Amazon Connect with one instance per client for journey orchestration and outbound campaigns
• Amazon Kinesis + QuickSight for per-client analytics

Best Practices for BPO Migration

Planning Phase

• Inventory before you migrate. Export all Pinpoint project configurations, templates, segments, and endpoint data per client before beginning migration. Document sending volumes, bounce rates, and complaint rates per client to establish baselines.
• Migrate in phases, not all at once. Start with a pilot group of 3–5 clients. Validate isolation, reputation tracking, and analytics before scaling to all clients.
• Establish a parallel-run period. Run Pinpoint and the new services side by side for at least 30 days per client to compare delivery rates and catch integration issues.

Email Best Practices

• Start new tenants on the Strict reputation policy in SES Tenant Management, then move to Standard once they demonstrate good sending practices.
• Set up EventBridge notifications immediately for reputation findings and sending status changes. Proactive alerting prevents one client's issues from escalating.
• Warm up dedicated IPs gradually if using dedicated IP pools. SES Managed Dedicated IPs can automate this process.
• Implement per-client unsubscribe using the {{amazonSESUnsubscribeUrl}} replacement tag in templates to comply with one-click unsubscribe requirements.

SMS Best Practices

• Clarify opt-in ownership early. Determine whether registration should use the client's information or the BPO's based on who the end user believes they are opting in with.
• Use phone pools per client to isolate SMS traffic and enable per-client failover.
• Plan for registration lead times. Short code and 10DLC registrations can take weeks or months. Start the registration process well before your migration cutover date.

Journey and Campaign Best Practices

• Configure communication limits per Connect instance to prevent over-messaging. Set daily, weekly, and monthly caps per client.
• Use recipient local time zone for journey scheduling to improve engagement rates.
• Test journeys with small segments first (100–500 contacts) before scaling to full client lists.

Operational Best Practices

• Use AWS Organizations to centrally manage multi-account architectures with consolidated billing and SCPs.
• Tag all resources consistently with client identifiers for cost allocation and operational visibility.
• Automate tenant provisioning using AWS CloudFormation or CDK to reduce manual setup errors when onboarding new clients.
• Monitor across all services using a centralized CloudWatch dashboard that aggregates metrics from SES tenants, End User Messaging, and Connect instances.

Third-Party Alternatives

While AWS-native services provide the most direct migration path and tightest integration, some BPOs may find that third-party solutions on AWS Marketplace address specific gaps — particularly for in-app messaging, push notifications in campaigns, or A/B testing, which are not yet available in the AWS successor services.

For example, MoEngage is an AWS Partner that provides multi-channel customer engagement with orchestration capabilities. It integrates with Amazon Connect and leverages AWS Communication Developer Services for delivery.

Before choosing a third-party solution, evaluate:

• Whether the platform covers all channels you need (email, SMS, push, in-app)
• Multi-tenant isolation capabilities and how they compare to your current Pinpoint setup
• Integration complexity with your existing AWS services and data pipelines
• Total cost of ownership compared to the AWS-native approach
• Vendor lock-in implications and data portability

For most BPOs, the AWS-native combination of SES + End User Messaging + Connect provides the best balance of feature coverage, isolation capabilities, cost efficiency, and long-term alignment with the AWS ecosystem.

Next Steps and Resources

With Pinpoint end of support scheduled for October 30, 2026, establishing a structured migration timeline is critical to avoid service disruption. Allow sufficient time to validate that your chosen solution meets your client isolation requirements and to address unexpected technical challenges that may arise during the migration.

To begin your migration planning:

• Review the AWS Pinpoint migration documentation.
• Review the SES Tenant Management documentation and the implementation guide blog series.
• Review the SMS multi-tenant onboarding guide for End User Messaging.
• Connect with your Technical Account Manager (TAM) or AWS Support to discuss your specific multi-tenant BPO use case.
• Leverage a Connect specialist through your TAM to receive guidance on multi-instance architecture and best practices.

Taking these steps will accelerate your transition from Pinpoint to your chosen platform, ensuring you meet the October 2026 deadline with minimal business disruption.

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In collaboration with Kyra Burke (burkyra) and Michael Araba (arabam).