GDPR-Compliant Opt Out
This guide covers GDPR-compliant Opt-Out processes for WhatsApp marketing: Make opting out as simple and reliable as opting in.
Practical guidelines for GDPR-compliant WhatsApp marketing with Chatarmin
Unsubscribing from WhatsApp Marketing must always be simple and transparent. According to the GDPR, users must have full control over their personal data - and that includes the ability to withdraw consent just as easily as they gave it. In this guide, we’ll cover how to implement Opt-Out processes responsibly, why they’re crucial, and how they protect your brand and your customers.
Disclaimer: This guide does not constitute legal advice. Please tailor the procedures to your use case and consult with legal counsel if necessary.
Why Opt-Out Matters
Legal Requirement: Under Art. 7(3) of the GDPR, users must be able to revoke consent at any time, easily and without disadvantage.
Trust and Transparency: Offering clear Opt-Out options builds trust and shows you respect your users’ choices.
Reputation Protection: Poorly implemented or missing opt-out options increase complaints, spam reports, and legal risks.
Platform Compliance: WhatsApp requires that users can easily unsubscribe at any time via a clear message.
How Opt-Out Works on WhatsApp
Simple Keyword-Based Opt-Out
Users must be able to unsubscribe at any time by sending a predefined keyword like “STOP” in the chat.
Once this message is sent, your system must:
Immediately stop sending marketing messages to this contact.
Optionally send a confirmation message such as:
“You’ve successfully unsubscribed. You won’t receive further messages from us via WhatsApp.”
Best practice: Use easy and intuitive commands like STOP, UNSUBSCRIBE, or CANCEL.
What Counts as a Proper Opt-Out?
To meet GDPR requirements, an Opt-Out must be:
✅ Free of charge for the user.
✅ Easily accessible at all times.
✅ Confirmed or visible in every campaign message.
✅ Automatically effective (manual intervention is discouraged and risky).
Best Practices
Opt-Out Flow
A well-structured opt-out flow is an essential part of any GDPR-compliant WhatsApp communication. It ensures that users can withdraw their consent at any time in a simple, transparent way - while also giving them the opportunity to re-subscribe correctly later.
An opt-out flow must always be in place - it's a legal and technical requirement and should never be missing from your automation setup.
Always include an opt-out notice
Every WhatsApp message with a marketing intention should end with a simple and clear sentence, such as: “Don’t want to receive further messages? Reply STOP at any time.”
Opt-Out Flow Example
Key elements:
Recognize opt-out keywords like
STOP,UNSUBSCRIBE,…Send a confirmation message like:
“You’ve successfully unsubscribed. If you change your mind, just click Subscribe Again to receive messages again.”
Tag management:
Update customer consent to
Opt-OutImportant: Only restore the same opt-in type the user previously had - never upgrade or change it without renewed consent.
Respect withdrawn consent
Once a user has opted out, you may not send them further marketing messages unless they explicitly opt in again via a new Double Opt-In process.
Legal & Technical Safeguards
Data Processing Agreement (DPA): As with opt-in, your DPA must also regulate how unsubscribed user data is handled, especially regarding deletion or anonymization. Refer to:
Sample Privacy Notice for Opt-Out
(This is a template and must be adapted to your needs)
English
Unsubscribing from WhatsApp newsletters
You can revoke your consent to receive WhatsApp messages at any time by sending the keyword “STOP” in the chat. We will immediately stop sending further messages and document your withdrawal of consent in accordance with Article 7(3) GDPR.
After unsubscribing, your data will no longer be used for WhatsApp communication and will be anonymized unless other legal retention obligations apply.
Deutsch
Abmeldung vom WhatsApp-Newsletter
Sie können Ihre Einwilligung zum Erhalt von WhatsApp-Nachrichten jederzeit widerrufen, indem Sie das Stichwort „STOP“ im Chat eingeben. Wir werden daraufhin sofort keine weiteren Nachrichten mehr senden und Ihren Widerruf gemäß Art. 7 Abs. 3 DSGVO dokumentieren.
Nach der Abmeldung wird Ihre Telefonnummer nicht mehr für WhatsApp-Kommunikation verwendet und anonymisiert, sofern keine gesetzlichen Aufbewahrungspflichten bestehen.