WhatsApp Opt-Out: Definition, Rules, and How to Honor It

01 · Glossary

How customers opt out

Opt-out happens in a few standard patterns.

• Replying STOP, STOP ALL, or similar keywords
• Tapping an unsubscribe link in a message
• Using an opt-out button inside interactive messages
• Telling an agent in chat (which must be recorded)

02 · Glossary

What you must do after opt-out

The moment of opt-out is where compliance lives or dies.

• Stop sending immediately — no 'one last message'
• Remove the contact from every campaign and broadcast list
• Never re-add them, even to a different campaign
• Store the opt-out with its timestamp for audits

03 · Glossary

Why opt-out matters for marketing templates

Meta reviews marketing templates for an opt-out mechanism before approval. A marketing message without a clear way to unsubscribe fails review; a template whose opt-out does not work risks reports and bans.

• Marketing templates require a clear opt-out
• Utility templates also need an opt-out path in most cases
• Authentication templates are exempt: the user asked for the code

04 · Glossary

How Wutt automates opt-out

Wutt watches for STOP and opt-out keywords, removes the contact from all lists automatically, logs the timestamp, and prevents future sends. The record stays on the contact profile, ready for any audit — and Wutt adds zero markup to Meta fees.

• STOP and opt-out keywords auto-handled
• Contact removed from every list instantly
• Timestamped records for audits

Last updated 5 August 2026