Consent and compliance
Opt-out
An opt-out is a customer's instruction to stop receiving messages, usually given by replying with a keyword such as stop or unsubscribe.
Also calledunsubscribestop keyword
It has to take effect immediately and across every campaign, not just the one that prompted it. Meta also signals opt-outs through error codes on failed sends, and a platform should honour those the same way. An opt-out that only applies to one list is a complaint waiting to happen.
More in Consent and compliance
Worth knowing alongside it.
- Opt-in
- An opt-in is a recorded agreement from a customer to receive messages from a business on a specific channel for a specific purpose.
- Suppression list
- A suppression list is the set of contacts a business must not message, built from opt-outs, bounces, complaints, and manual exclusions.
- Quality rating
- Quality rating is Meta's assessment of how customers react to messages from a WhatsApp number or template, based largely on blocks and reports.