Opt-out is the process by which a consumer withdraws their consent to receive text messages from a business. Honoring opt-out requests is required by law and essential for SMS compliance.
Standard Opt-Out Keywords
Carriers require support for these standard opt-out keywords:
STOP
UNSUBSCRIBE
CANCEL
END
QUIT
When any of these are received, the sender must:
1. Immediately stop all messaging
2. Send a confirmation message
3. Remove the number from active lists
Opt-Out Confirmation Message
Example: "You have been unsubscribed from [Brand] messages. You will not receive any more texts. Reply START to resubscribe."
Legal Requirements
Must honor opt-out within a reasonable time (immediately is best)
Cannot require multiple steps to opt out
Cannot charge fees for opting out
Cannot continue sending "just one more" message
Must maintain suppression list indefinitely
Re-Engagement Rules
Consumer must explicitly opt back in
Cannot automatically re-add after time period
New consent required for new campaigns
Keep records of re-opt-in
Best Practices
Process opt-outs in real-time
Maintain a master suppression list
Sync opt-outs across all systems
Never remove opt-out instructions from messages