Opt-out keyword

Opt-out keyword sits at the intersection of customer choice, trust, and compliance in business texting and SMS marketing.

It quietly defines how a brand respects changing preferences, supporting transparent permission practices that regulators expect and audiences increasingly demand.

By giving contacts a predictable release path, opt-out keywords help keep lists healthier and interactions more mutually beneficial over time.

What Is an Opt-Out Keyword?

Opt-out keyword is a specific word or short phrase that a recipient sends by text to indicate they want to stop receiving messages from a particular sender.

It functions as a clear, recognizable command within an SMS conversation that signals the sender to treat the phone number as unsubscribed.

The term refers to the exact text a person types, such as a standard word or a custom brand-specific term, that the messaging system is set up to interpret as a stop request.

An opt-out keyword is tied to consent status rather than message content, and its role is to mark a change in the customer's communication preference within that messaging relationship.

How an Opt-Out Keyword Works in Business Texting

Opt-out keyword sits inside the normal flow of a business text conversation and changes what happens next between a company and a recipient.

When someone replies with that word during a campaign, the platform reads the response and automatically flags the number so future campaign sends are stopped for that contact.

In an ongoing conversation, the reply is handled like a turning point - the thread usually remains visible to the team, but the system stops queuing new marketing or update texts to that person.

Automations use opt-out keywords as a trigger to switch the contact into a stopped or paused state across journeys, recurring notifications, and follow-up reminders.

If a customer later sends a regular message, most platforms still keep the opt-out state until a different action or keyword restores regular messaging.

Why an Opt-Out Keyword Matters for Marketing Teams

Opt-out keyword matters for marketing teams because it shapes how relationships evolve instead of ending them abruptly.

When customers know they can step back easily, they feel safer engaging more often and more deeply with campaigns.

That confidence reduces silent disengagement, where people ignore texts but stay technically subscribed, which quietly drags down response rates over time.

With a reliable opt-out signal in place, marketers get cleaner audience segments that reflect real interest rather than inflated list size.

Campaign performance data becomes more trustworthy, so teams can compare cohorts, test messaging angles, and refine timing with less noise.

Operationally, opt-out keywords provide a built-in release valve that keeps high-volume programs sustainable as they scale.

Teams can launch new series, journeys, or time-sensitive flows knowing there is a consistent way for customers to reset their level of participation.

In the long run, that predictability supports steadier engagement, sharper targeting, and more coherent SMS communication across the entire lifecycle.

FAQs About Opt-Out Keyword

What happens when someone texts an opt-out keyword?

When someone texts an opt-out keyword, their number is removed from the messaging list and further promotional texts stop. The system typically logs the opt-out request to comply with messaging regulations. Businesses may send a brief confirmation message to make sure the recipient knows they will no longer receive texts.

Can users rejoin after sending an opt-out keyword?

Users can rejoin after sending an opt-out keyword by sending a clear opt-in message, such as START, to the same number. Platforms must honor the previous opt-out, so a new, explicit consent message is required before messages resume. Businesses should make sure their opt-out and opt-in keywords are clearly explained to users.

Are opt-out keywords case sensitive in text messaging?

Opt-out keywords in text messaging are generally not case sensitive, so STOP, Stop, and stop are treated the same. Most carriers and messaging platforms recognize common opt-out terms regardless of capitalization. Businesses should still make sure opt-out instructions are clear and easy for users to understand.

How quickly are opt-out requests processed in texting?

Opt-out requests in texting are typically processed immediately once a user replies with a recognized opt-out keyword like STOP or UNSUBSCRIBE. Most compliant platforms automatically block further messages from that number in real time. Businesses should also make sure their systems regularly sync opt-out data across all tools.