As with any other CRM channel (email, SMS…), it's essential to offer a simple way to unsubscribe from the very first message of each WhatsApp communication.
Why does this matter?
On WhatsApp, Meta provides a native "Report spam" button. When a user taps this button:
The message is flagged as spam
The number's quality score is immediately degraded
This can impact deliverability across all your future campaigns
Our strategy is therefore to make opt-out voluntary, clear, and accessible directly within your messages. By offering a simple, controlled way out:
You avoid spam reports
You protect your quality score
You retain only genuinely engaged contacts
👉 Less friction, better sender reputation, and healthier overall performance over the long run.
💡 On all outbound messages, add either a footer or an unsubscribe button.
1️⃣ Opt-out via the footer
1. Edit your template
Open the relevant WhatsApp or RCS template.
Click the three dots at the top of the template.
Click Edit to open the editor.
2. Add a footer to the template
Scroll down in the editor to the Footer section.
Enable the Footer field if it isn't already visible.
Enter the unsubscribe text.
Recommended text example:
Reply STOP to stop receiving messages
2️⃣ Opt-out via an unsubscribe button
1. Edit your template
Open the relevant WhatsApp or RCS template.
Click the three dots at the top of the template.
Click Edit to open the editor.
2. Add an unsubscribe button
In the Buttons section, click Add button.
Select the Quick Reply button type.
Give the button a clear label, for example:
Unsubscribe
Stop messages
👉 This button lets the user indicate they want to unsubscribe.
3️⃣ Set up the confirmation reply + the opt-out block
💡 Important note: if you've configured an opt-out response message in Settings (see "Opt-out via AI" below), and you also configure a reply to be sent after a click on the unsubscribe button in your campaigns or flows, both messages will be sent at the same time.
We recommend choosing one or the other, to avoid sending a duplicate message to your contacts.
Add a Reply block in your scenario, right after the unsubscribe button.
Write the unsubscribe confirmation message.
Recommended text example:
Done 🙂 You've been unsubscribed from our WhatsApp messages. You won't receive any more marketing messages from us.
👉 This step is essential for the unsubscription to actually take effect.
4️⃣ Opt-out via AI (conversational agent) Optional
In addition to the two methods above, you can enable AI to automatically detect a contact's intent to unsubscribe, even when they don't use the exact word "STOP."
Examples of recognized messages:
"I don't want any more messages"
"Stop writing to me"
"No more promos please"
👉 The AI understands intent, not just keywords.
To enable this option, go to your Settings and turn it on.
If needed, you can edit the message sent to customers who unsubscribe by clicking "Edit."
Editing the reply content and customizing its format
1. Select the message to edit
Click the green block corresponding to the reply message.
The message editing panel opens.
2. Edit the message content
In the Body section, you can:
Edit the text of the message
Add or replace an image via Add media
Insert variables (e.g. first name, order, etc.) with Add variable
Add emojis
Format the text: bold, italic, strikethrough
💡 The character counter lets you check the maximum allowed length.
3. Review and save
Before saving, double-check the message text.
✅ Then click Save to save your changes.
Best practices
✔️ Always show a clear confirmation message
✔️ Never include promotional content in an unsubscribe message
✔️ Use explicit button labels