# Setting Up Your Subscriber Preference Center

<Callout type="info" title="Plan availability">
 Interests are available on the **Growth** plan and above.
</Callout>

## Why this matters

A preference center lets your subscribers choose the kinds of content they want to receive instead of unsubscribing entirely. You set this up by creating **interests** on your list. When an interest is public, subscribers can turn it on or off from the preference center (reached through the manage/unsubscribe link in your emails). The result is fewer unsubscribes, more relevant content, and useful insight into what your audience cares about.

## Before you start

Decide which interests you want to offer (for example, "Recipes", "Events", "Promotions"). Keep the categories broad but meaningful.

## Creating interests

<Stepper>

1. In the left menu, go to **Audience ▸ Contacts** and choose your list.

2. Click the **gear icon** in the top-right corner. This opens **Manage lists and attributes**.

3. Open the **Interests** tab.

4. Click **+ New interest**.

5. Enter the interest's **Name**, set its **Visibility** to **Visible** so subscribers can see it, and set a **Display Name** (what subscribers will see). Save.

6. Repeat for each interest you want to offer.

7. Click **Preview** to see how your preference center looks.

</Stepper>

## Visible vs hidden interests

- **Visible**: shown to subscribers in the preference center. They can opt in or out of each one. Example: Recipes, Events, Promotions.
- **Hidden**: not shown to subscribers, used only for your own internal segmentation and targeting.

## Letting subscribers reach their preferences

Subscribers open the preference center through the manage/unsubscribe link in your campaigns. You can edit that link's text to invite them to manage their preferences rather than only unsubscribe. From there, they can toggle the visible interests on or off.

## Interests, tags, and attributes in the preference center

Subscribers can change visible **interests** and visible **attributes** from the preference center. They never see **tags**: tags stay under your control. To decide which one to use, see [Tags, interests, or attributes: which one to use](/en/docs/audience/tags-interests-or-attributes).

## Troubleshooting

**Interests don't appear in the preference center**

- Make sure the interest's **Visibility** is set to **Visible**.
- Confirm the manage/unsubscribe link is included in your emails.
- Open the preference center link directly to test it.

**I don't see the Interests tab or option**

- Interests require a **Growth** plan or above.

## Related articles

- [Tags, interests, or attributes: which one to use](/en/docs/audience/tags-interests-or-attributes) - Compare interests with tags and attributes
- [Creating a form](/en/docs/audience-building/working-with-forms) - Offer interests at sign-up
- [Including an unsubscribe link](/en/docs/campaign-creation/adding-unsubscribe-links) - Link to the preference center
- [Customizing subscription redirection pages](/en/docs/audience-building/customizing-subscription-redirection-pages) - Brand the pages
- [Creating a segment](/en/docs/audience/creating-dynamic-segments) - Segment by interest