Opt-out

A customer's request to stop receiving messages from a business, which must be respected promptly on every channel.

An opt-out is the customer withdrawing permission. It can arrive as a reply like 'STOP', a tap on a 'Stop offers' button, a request to an agent, or an unsubscribe link in an email.

Ignoring opt-outs is the quickest way to damage your WhatsApp standing. People who cannot stop your messages block and report you, which lowers your quality rating and messaging limits. Respecting them is also simply what customers expect.

Make opting out easy and handle it consistently: record it on the contact, stop marketing to them immediately, and only send utility messages they still need if your terms allow it. In Marichi Talks, opt-outs are recorded on each contact so they are excluded from campaigns. For email, unsubscribes go to a suppression list, and for SMS each app keeps an opt-out list.