Opt-out
A customer's withdrawal of permission to be messaged. Honouring it promptly is both a WhatsApp policy requirement and the most direct way to protect a number's quality rating.
One term from the WhatsApp Business Platform glossary. Last updated 2026-07-25.
An opt-out can arrive as a reply keyword, a quick-reply button tap, or an explicit request in conversation. It should immediately suppress that contact for the relevant purpose across every campaign and automation, not just the one they replied to.
Making opt-out easy is counter-intuitively protective. A customer who cannot find a way to stop the messages blocks or reports the business instead, and that outcome damages the number in a way an opt-out does not.
Related terms
- Consent ledger
- A record of when and how each contact gave permission to be messaged, for which purpose, and whether that permission has since been withdrawn.
- Block rate
- The proportion of recipients who block your business after receiving a message. It is the single strongest negative input into a WhatsApp number's quality rating.
- Template footer
- The optional bottom line of a WhatsApp template, rendered in smaller grey text. It cannot contain variables and is commonly used for opt-out instructions or a brand sign-off.
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