Opt-Out
A recipient's request to stop receiving messages. Honoring it promptly is both a legal requirement and a deliverability necessity.
An opt-out is any signal that a recipient wants out of your outreach — a STOP text, an email unsubscribe, a verbal request on a call. Across email, SMS, and phone, the law requires honoring these quickly and permanently, and SMS in particular demands near-instant suppression of further messages to that number.
Beyond compliance, opt-outs protect the channel itself: ignoring them drives spam complaints that wreck email deliverability and SMS sender reputation, hurting every future message. Treating opt-outs as a clean, automatic suppression step — not an afterthought — keeps both the regulators and the inbox providers satisfied.
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