// Glossary
Opt-Out
A person's request to stop receiving messages, which must be honored and added to your suppression list.
Definition
Opt-out is the act of a recipient asking to stop receiving communications, typically via an unsubscribe link, a STOP reply, or a privacy request. Laws like CAN-SPAM, the TCPA, GDPR, and CCPA require honoring opt-outs promptly, within the timeframe each one sets (CAN-SPAM allows up to 10 business days). Once someone opts out, their contact must be added to a suppression list so no future campaign reaches them. Ignoring opt-outs creates legal and reputational risk.