Opt-out and unsubscribing
Opt-out is the withdrawal of consent to receive communications: the contact asks to stop receiving messages and the business is obliged to halt promotional sends. On WhatsApp it typically happens by writing a keyword like STOP in the chat, or by directly blocking the number. Handling opt-out well is a legal requirement and at the same time a safeguard for the number's quality.
Handling opt-out is an obligation before it is a courtesy: withdrawn consent requires stopping promotional sends, and ignoring it exposes you to privacy fines and consequences on the channel, because an annoyed contact moves on to blocking and reporting, which degrade the number's reputation with Meta. The paradox is that an easy opt-out protects the list: someone who can unsubscribe with one word has no need to block you.
Correct implementation includes: an exit route stated in promotional messages, typically the instruction to write a keyword; automatic recognition of the request, even when phrased in free words; an immediate confirmation; and permanent exclusion from marketing sends, keeping only service communications if needed. The unsubscribe must be respected across the whole platform: campaigns, automations and follow-ups must read the same register.
With SendApp's keywords you configure automatic unsubscribing: when the contact writes the chosen term they receive a confirmation and are excluded from subsequent sends, with no manual steps.
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