Opt-out

Opt-out is the mechanism by which a person stops receiving your communications: STOP keyword by text, unsubscribe link, direct request. The golden rule, from both the GDPR and the TCPA: unsubscribing must be at least as simple as subscribing — one click, one word — and the request must be honored fast, not next quarter.

The angle businesses forget: opt-out protects the sender as much as the recipient. A cleaned list is a list that delivers — carriers measure complaints and penalize senders who keep writing to people who said no. Every honored unsubscribe is a signal of seriousness; every ignored one is a complaint waiting to happen, and one complaint costs more than all the lost customers combined.