Why include "STOP to stop"
Including “STOP to stop” at the end of every SMS you send isn’t just a best practice — it’s essential for maintaining compliance, customer trust, and long-term deliverability. This short line empowers your customers with control and helps your brand stay transparent and trustworthy.
Why It Matters
1. Keeps You Compliant With SMS Regulations
Regulations such as TCPA (US), CTIA guidelines, and various international carrier rules require you to include an opt-out mechanism in every marketing SMS. Failing to do so can result in:
Carrier message blocking
Legal penalties or fines
Suspension of your messaging account
Adding “STOP to stop” ensures your campaign meets compliance standards across networks and regions.
2. Protects Deliverability and Reputation
Carriers monitor customer feedback closely. If too many recipients report or block your messages, your sender reputation suffers — and your future campaigns could be throttled or rejected. Including “STOP to stop” reduces spam complaints and signals to carriers that your brand plays by the rules.
Consequences of Not Including an Opt-Out Line
🚫 Messages may be flagged as spam or rejected by carriers.
⚠️ You could violate regulations, leading to warnings, fines, or account suspension.
📉 Reduced deliverability, impacting the reach and ROI of your campaigns.
Best Practices for Using “STOP to stop”
Always include it at the end of your message
Format: “Odd One Out: [Your message]. STOP to stop.”
Use simple, universal language
“STOP to stop” is widely recognized and automatically handled by most carriers.
Avoid variations like “Reply NO to unsubscribe” unless required by regional rules.
Maintain consistency
Include it in every marketing message — even for loyal or recurring customers.
Ensure opt-out functionality works
Test regularly to confirm that when a recipient replies “STOP,” they are immediately unsubscribed from future campaigns.
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