Opt-out (STOP compliance)
What is Opt-out (STOP compliance)?
Opt-out compliance is the legal and carrier requirement that every recipient can stop receiving messages from a sender at any time, typically by replying STOP (or a local-language equivalent), and that the sender honor that request immediately and permanently. In the US and Canada, carriers and the CTIA mandate STOP handling for all A2P messaging; a platform that keeps sending after an opt-out risks carrier filtering, fines, and complaints, regardless of whether the recipient originally consented.
More detail
Standard opt-out keywords (STOP, UNSUBSCRIBE, CANCEL, END, QUIT, and local equivalents) are typically handled automatically by the sending platform, which suppresses future sends to that recipient across the affected campaign or number.
Re-opt-in generally requires an explicit new request from the recipient (e.g. replying START) — a sender cannot simply resume messaging someone who opted out without fresh consent.
Frequently asked
- What happens if I ignore a STOP request?
- Continuing to message a recipient who opted out risks carrier-level filtering or blocking of your sending number, regulatory fines under laws like the TCPA, and consumer complaints — regardless of whether they originally consented to receive messages.
- Which keywords count as an opt-out?
- Carriers and messaging platforms recognize a standard set — STOP, UNSUBSCRIBE, CANCEL, END, QUIT, and local-language equivalents — and typically process them automatically, suppressing future sends to that recipient without requiring manual handling.
See also
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