Opt-out
A customer’s request to stop receiving messages. Must be honoured immediately and permanently.
Usually triggered by replying STOP or a local-language equivalent. It must be honoured immediately, permanently, and never quietly reversed because the person placed a new order.
An opt-out costs you one contact. The alternative — a block — costs you a fraction of your quality rating, and enough blocks cost you a messaging tier. Making the exit visible in marketing templates reduces blocks, because blocking is what people do when they cannot find the way out.
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Related terms
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Opt-in
A customer’s recorded permission to receive business-initiated WhatsApp messages from you. Required by Meta before you send.
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Quality rating
Meta’s read on how your recipients feel about hearing from you — High, Medium or Low, calculated per number.
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Suppression list
A set of contacts excluded from a particular send, subtracted from the audience at send time.