To stay compliant with U.S. messaging regulations, you must allow recipients to opt out of receiving future messages at any time.
What is an opt-out?
An opt-out is the process by which a user can revoke their consent and stop receiving text messages from you. U.S. messaging standards require that opt-out options be simple, visible, and accessible at all times.
How opt-outs work
If a recipient replies with a valid opt-out keyword, you must immediately stop all messaging to that number. You’re allowed to send one final message confirming that the opt-out was processed, nothing more. If the user wishes to receive messages again in the future, they must provide new consent.
When do I need to provide an opt-out option?
You must include opt-out instructions in the first message you send to a recipient, unless you're replying to a message they initiated (e.g., they contacted you first).
A standard opt-out instruction might be: “Reply STOP to unsubscribe”. Other acceptable keywords include: STOPALL, UNSUBSCRIBE, CANCEL, END, or QUIT.
Note. These requirements apply to business messaging using A2P 10DLC numbers on U.S. carrier networks. If you're sending messages in other countries, be sure to review local regulations, as opt-out rules and wording may differ.