Opt-Out
The process by which a customer withdraws consent to receive WhatsApp messages from a business, which must be honored immediately.
How it works
Opt-out is the mechanism for customers to stop receiving messages from a business on WhatsApp. Meta's policy requires businesses to provide a clear and easy way for recipients to unsubscribe, and to honor opt-out requests immediately. Common opt-out implementations include a 'STOP' keyword trigger, an unsubscribe button in template messages, or a menu option in chatbot flows. When a customer opts out, they should be removed from all broadcast lists and marketing automations, though transactional messages for existing orders may still be appropriate. BSPs typically provide automated opt-out handling that processes keywords, updates the contact record, and sends a confirmation message. Failure to honor opt-outs leads to blocks and reports that damage your quality rating.
Related terms
Opt-In
Explicit consent given by a customer to receive WhatsApp messages from a business, required by Meta's policy before sending any outbound messages.
Broadcast
A feature that sends the same template message to a large list of contacts simultaneously, used for promotions, announcements, and re-engagement campaigns.
Quality Rating
A score Meta assigns to your WhatsApp phone number based on how recipients respond to your messages, directly affecting your messaging limits.
Learn more in our docs
Explore guides, tutorials, and API references for building on the WhatsApp Business platform with SuperWaba.