diff --git a/StoreMessageContentActivity/__tests__/handler.test.ts b/StoreMessageContentActivity/__tests__/handler.test.ts
index 499a0144..9a5b1ee1 100644
--- a/StoreMessageContentActivity/__tests__/handler.test.ts
+++ b/StoreMessageContentActivity/__tests__/handler.test.ts
@@ -75,7 +75,8 @@ describe("getStoreMessageContentActivityHandler", () => {
       messageModelMock as any,
       {} as any,
       // limit date is after profile timestamp
-      anOptOutEmailSwitchDate
+      anOptOutEmailSwitchDate,
+      true
     );
 
     const result = await storeMessageContentActivityHandler(
@@ -93,6 +94,31 @@ describe("getStoreMessageContentActivityHandler", () => {
     }
   });
 
+  it("should respond success with a retrieved profile mantaining its original isEmailEnabled property with Feature flag disabled", async () => {
+    findLastVersionByModelIdMock.mockImplementationOnce(() =>
+      taskEither.of(some(aRetrievedProfileWithAValidTimestamp))
+    );
+    const storeMessageContentActivityHandler = getStoreMessageContentActivityHandler(
+      profileModelMock as any,
+      messageModelMock as any,
+      {} as any,
+      // limit date is before profile timestamp
+      anOptOutEmailSwitchDate,
+      false
+    );
+
+    const result = await storeMessageContentActivityHandler(
+      mockContext,
+      aCreatedMessageEvent
+    );
+
+    expect(result.kind).toBe("SUCCESS");
+    if (result.kind === "SUCCESS") {
+      expect(result.blockedInboxOrChannels).toEqual([]);
+      expect(result.profile).toEqual(aRetrievedProfileWithAValidTimestamp);
+    }
+  });
+
   it("should respond success with a retrieved profile mantaining its original isEmailEnabled property", async () => {
     findLastVersionByModelIdMock.mockImplementationOnce(() =>
       taskEither.of(some(aRetrievedProfileWithAValidTimestamp))
@@ -102,7 +128,8 @@ describe("getStoreMessageContentActivityHandler", () => {
       messageModelMock as any,
       {} as any,
       // limit date is before profile timestamp
-      aPastOptOutEmailSwitchDate
+      aPastOptOutEmailSwitchDate,
+      true
     );
 
     const result = await storeMessageContentActivityHandler(
@@ -122,7 +149,8 @@ describe("getStoreMessageContentActivityHandler", () => {
       profileModelMock as any,
       messageModelMock as any,
       {} as any,
-      aPastOptOutEmailSwitchDate
+      aPastOptOutEmailSwitchDate,
+      true
     );
 
     const result = await storeMessageContentActivityHandler(
@@ -144,7 +172,8 @@ describe("getStoreMessageContentActivityHandler", () => {
       profileModelMock as any,
       messageModelMock as any,
       {} as any,
-      aPastOptOutEmailSwitchDate
+      aPastOptOutEmailSwitchDate,
+      true
     );
 
     await expect(
@@ -160,7 +189,8 @@ describe("getStoreMessageContentActivityHandler", () => {
       profileModelMock as any,
       messageModelMock as any,
       {} as any,
-      aPastOptOutEmailSwitchDate
+      aPastOptOutEmailSwitchDate,
+      true
     );
 
     const result = await storeMessageContentActivityHandler(
@@ -182,7 +212,8 @@ describe("getStoreMessageContentActivityHandler", () => {
       profileModelMock as any,
       messageModelMock as any,
       {} as any,
-      aPastOptOutEmailSwitchDate
+      aPastOptOutEmailSwitchDate,
+      true
     );
 
     const result = await storeMessageContentActivityHandler(
@@ -209,7 +240,8 @@ describe("getStoreMessageContentActivityHandler", () => {
       profileModelMock as any,
       messageModelMock as any,
       {} as any,
-      aPastOptOutEmailSwitchDate
+      aPastOptOutEmailSwitchDate,
+      true
     );
 
     const result = await storeMessageContentActivityHandler(
@@ -237,7 +269,8 @@ describe("getStoreMessageContentActivityHandler", () => {
       profileModelMock as any,
       messageModelMock as any,
       {} as any,
-      aPastOptOutEmailSwitchDate
+      aPastOptOutEmailSwitchDate,
+      true
     );
 
     await expect(
@@ -253,7 +286,8 @@ describe("getStoreMessageContentActivityHandler", () => {
       profileModelMock as any,
       messageModelMock as any,
       {} as any,
-      aPastOptOutEmailSwitchDate
+      aPastOptOutEmailSwitchDate,
+      true
     );
 
     await expect(
diff --git a/StoreMessageContentActivity/handler.ts b/StoreMessageContentActivity/handler.ts
index 4f1de35f..402fa231 100644
--- a/StoreMessageContentActivity/handler.ts
+++ b/StoreMessageContentActivity/handler.ts
@@ -60,7 +60,8 @@ export const getStoreMessageContentActivityHandler = (
   lProfileModel: ProfileModel,
   lMessageModel: MessageModel,
   lBlobService: BlobService,
-  optOutEmailSwitchDate: UTCISODateFromString
+  optOutEmailSwitchDate: UTCISODateFromString,
+  isOptInEmailEnabled: boolean
 ) => async (
   context: Context,
   input: unknown
@@ -187,10 +188,11 @@ export const getStoreMessageContentActivityHandler = (
     profile: {
       ...profile,
       // if profile's timestamp is before email opt out switch limit date we must force isEmailEnabled to false
-      // eslint-disable-next-line no-underscore-dangle
-      isEmailEnabled: isBefore(profile._ts, optOutEmailSwitchDate)
-        ? false
-        : profile.isEmailEnabled
+      isEmailEnabled:
+        // eslint-disable-next-line no-underscore-dangle
+        isOptInEmailEnabled && isBefore(profile._ts, optOutEmailSwitchDate)
+          ? false
+          : profile.isEmailEnabled
     }
   };
 };
diff --git a/StoreMessageContentActivity/index.ts b/StoreMessageContentActivity/index.ts
index 38fd9b3a..9efc1a26 100644
--- a/StoreMessageContentActivity/index.ts
+++ b/StoreMessageContentActivity/index.ts
@@ -30,7 +30,8 @@ const activityFunctionHandler: AzureFunction = getStoreMessageContentActivityHan
   profileModel,
   messageModel,
   blobService,
-  config.OPT_OUT_EMAIL_SWITCH_DATE
+  config.OPT_OUT_EMAIL_SWITCH_DATE,
+  config.FF_OPT_IN_EMAIL_ENABLED
 );
 
 export default activityFunctionHandler;
diff --git a/utils/config.ts b/utils/config.ts
index 5fb9e5f1..425c7ab3 100644
--- a/utils/config.ts
+++ b/utils/config.ts
@@ -50,6 +50,7 @@ export const IConfig = t.intersection([
     FF_DISABLE_INCOMPLETE_SERVICES: t.boolean,
     FF_DISABLE_WEBHOOK_MESSAGE_CONTENT: t.boolean,
     FF_INCOMPLETE_SERVICE_WHITELIST: CommaSeparatedListOf(ServiceId),
+    FF_OPT_IN_EMAIL_ENABLED: t.boolean,
 
     isProduction: t.boolean
   }),
@@ -72,6 +73,9 @@ const errorOrConfig: t.Validation<IConfig> = IConfig.decode({
   )
     .map(_ => _.toLowerCase() === "true")
     .getOrElse(false),
+  FF_OPT_IN_EMAIL_ENABLED: fromNullable(process.env.FF_OPT_IN_EMAIL_ENABLED)
+    .map(_ => _.toLocaleLowerCase() === "true")
+    .getOrElse(false),
   OPT_OUT_EMAIL_SWITCH_DATE: fromNullableE(DEFAULT_OPT_OUT_EMAIL_SWITCH_DATE)(
     process.env.OPT_OUT_EMAIL_SWITCH_DATE
   )