---
title: "Opt-out"
description: "An opt-out is a recipient's request to stop receiving messages from a business, usually by replying a keyword such as STOP (or ايقاف in Arabic) or tapping an unsubscribe button. The business must honour it promptly and suppress the number from future campaigns."
canonical: "https://omnichannels.ai/glossary/opt-out/"
language: "en"
updated: "2026-10-10"
publisher: "BroadNet Technologies"
brand: "OmniChannels.ai"
---

# Opt-out

Canonical: https://omnichannels.ai/glossary/opt-out/
Language: en
Publisher: OmniChannels.ai by BroadNet Technologies

**Definition:** An opt-out is a recipient's request to stop receiving messages from a business, usually by replying a keyword such as STOP (or ايقاف in Arabic) or tapping an unsubscribe button. The business must honour it promptly and suppress the number from future campaigns.

Every promotional message should tell people how to opt out. In GCC markets, a STOP keyword in English or Arabic is the norm; in the UAE, promotional SMS is expected to carry STOP or ايقاف, and opt-outs are honoured across the network. Make it one step: the reply itself unsubscribes, without a login or a form.

Process opt-outs centrally. A suppression list should apply across campaigns, sender IDs, sub-accounts and tools, so a customer who opts out of one campaign is not messaged by another team the next day. Keep the opt-out until the person re-consents.

Transactional messages (OTPs, delivery updates, fraud alerts) are usually treated differently from marketing, but do not use that as a loophole; mixing promotions into transactional messages undermines the distinction.

On WhatsApp, Meta's Business Policy requires businesses to respect requests to block, discontinue or opt out of communications, on or off WhatsApp. Quick-reply buttons such as "Stop promotions" make this easy for the customer.

## Example

```
Acme: 20% off this weekend. acme.ae/sale  Reply STOP to opt out / أرسل ايقاف لإلغاء الاشتراك
```

## Sources

- [WhatsApp Business Policy](https://business.whatsapp.com/policy)