# STOP texts and opt-out rules: what counts and how fast

> Replies like STOP, QUIT or UNSUBSCRIBE revoke consent, and you have at most 10 business days to honor them in the US and Canada. What counts and what to reply.

Updated 2026-10-14. https://usetextually.com/guides/stop-and-opt-out-rules

In the US, a reply of stop, quit, end, revoke, opt out, cancel or unsubscribe revokes consent by itself, and other wording counts if a reasonable person would read it as "stop texting me." Honor it within 10 business days, send at most one confirmation, and keep it across campaigns. Canada's CASL also sets 10 business days.

This guide covers what counts as an opt-out under FCC rules and carrier guidance, how fast to act, what a confirmation may say, the FCC order adopted on 2026-09-30 and its status, French opt-outs, HELP replies, and keeping opt-outs across campaigns. It is one part of our [business texting rules for the US and Canada](/guides/business-texting-rules-us-canada). It summarizes public rules as checked on 2026-10-14. It is not legal advice; ask a lawyer about your own program.

## What counts as an opt-out under FCC rules?

Any reasonable way of saying stop. The current rule says a person may revoke consent "by using any reasonable method to clearly express a desire not to receive further calls or text messages from the caller or sender" ([47 CFR 64.1200(a)(10)](https://www.ecfr.gov/current/title-47/chapter-I/subchapter-B/part-64/subpart-L/section-64.1200)). It has been in force since 2025-04-11 ([Federal Register, 2024](https://www.federalregister.gov/documents/2024/10/11/2024-23605/strengthening-the-ability-of-consumers-to-stop-robocalls)).

The rule sorts opt-outs into three groups:

| Opt-out | How the rule treats it |
|---|---|
| A reply of "stop," "quit," "end," "revoke," "opt out," "cancel," or "unsubscribe" | "A reasonable means per se": it always counts |
| A reply in other words | Counts "if a reasonable person would understand those words to have conveyed a request to revoke consent" |
| A request by another route, "such as a voicemail or email" | Creates "a rebuttable presumption that the consumer has revoked consent" (64.1200(a)(11)) |

Today, senders "may not designate an exclusive means to request revocation of consent." That will change when FCC 26-67 takes effect, covered below.

## What do carriers count as an opt-out?

Carriers' guidance is close to the FCC's. CTIA asks senders to use "Standardized 'STOP' wording" in their instructions, and adds that "opt-out requests with normal language (i.e., stop, end, unsubscribe, cancel, quit, 'please opt me out') should also be read and acted upon by a Message Sender except where a specific word can result in unintentional opt-out" ([CTIA Messaging Principles and Best Practices, 2023](https://api.ctia.org/wp-content/uploads/2023/05/230523-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf), section 5.1.3).

Two more points from the same section:

- **Capitalization doesn't matter.** An opt-out stays valid despite "any de minimis variances [...] such as capitalization, punctuation, or any letter-case sensitivities."
- **Other channels count.** Senders "should support multiple mechanisms of opt-out, including phone call, email, or text."

## Do capitalization, punctuation and full sentences matter?

Capitalization and punctuation don't. Full sentences need a person to read them. Here is how common replies sort out:

| Reply | Opt-out under the FCC rule? | Practical handling |
|---|---|---|
| STOP | Yes, per se | Stop all texts |
| stop. | Yes, per se (case and punctuation don't matter) | Stop all texts |
| Opt out | Yes, per se | Stop all texts |
| Please stop texting me | Yes, a reasonable person would read it that way | Stop all texts |
| Take me off your list | Yes, same test | Stop all texts |
| Wrong number | Not one of the seven words | Stop texting the number and remove it |
| Not now, maybe next month | Unclear | Reply by hand and ask |
| ARRET | French for stop | Stop all texts |

When in doubt, treat the reply as an opt-out. Texting someone who wanted out carries far more risk than losing one lead.

## How fast must you honor an opt-out?

Within 10 business days at most, in both countries:

| Rule | Deadline | Source |
|---|---|---|
| FCC revocation of consent | "Within a reasonable time not to exceed ten business days from receipt" | 64.1200(a)(10) |
| FCC company-specific do-not-call request (telemarketing) | "May not exceed ten (10) business days"; honored "for 5 years" | 64.1200(d)(3) and (d)(6) |
| CASL unsubscribe | "Without delay, and in any event no later than 10 business days after the indication has been sent" | [CASL s. 11(3)](https://laws-lois.justice.gc.ca/eng/acts/E-1.6/FullText.html) |
| Carrier guidance | "No further messages should be sent following the confirmation message" | CTIA 5.1.3 |

Ten business days is a ceiling. Carriers expect nothing after the confirmation, and an automated sequence can send its next step well before day ten. Stop before the next send. Florida adds its own clock for lawsuits: before suing over text solicitations, a person must reply "STOP", and the sender has 15 days to stop ([Fla. Stat. 501.059(10)(c)](http://www.leg.state.fl.us/statutes/index.cfm?App_mode=Display_Statute&URL=0500-0599/0501/Sections/0501.059.html)).

## Can you send a confirmation after someone replies STOP?

Yes, one. Under the FCC rule, "a one-time text message confirming a request to revoke consent" is allowed if it "merely confirms the text recipient's revocation request and does not include any marketing or promotional information, and is the only additional message sent" (64.1200(a)(12)). Sent within five minutes, it is presumed to fall within the person's consent; later, the sender must show the delay was reasonable. If the person agreed to several kinds of texts, the confirmation may ask which ones they meant.

CTIA asks for "one final opt-out confirmation message per campaign". A confirmation that does its job:

> Northwind: you're unsubscribed and won't get more texts from us. Questions? northwind.com/help

And for a French reply:

> Northwind : désabonnement confirmé. Vous ne recevrez plus de messages texte de notre part.

Leave out offers, "sorry to see you go" pitches and links to other channels in this message.

## What does FCC order 26-67 change, and when?

It lets you name one exclusive way to opt out. The FCC adopted FCC 26-67 on 2026-09-30 and released it on 2026-10-01 ([FCC 26-67, 2026](https://docs.fcc.gov/public/attachments/FCC-26-67A1.pdf)). Its new rule text says: "Callers may designate any of the following methods as the exclusive means to revoke consent", including "replying to an incoming text message with any one of the following standardized words: 'stop,' 'quit,' 'end,' 'revoke,' 'opt out,' 'cancel,' or 'unsubscribe'".

What comes with it:

1. **Disclose the method in each text.** Text senders "can satisfy the disclosure obligation by including at least one of the standardized words [...] in each text message", such as "Reply STOP to opt out".
2. **All seven words still count.** The sender must recognize "the use of any of the standardized words as a valid revocation request."
3. **Other routes no longer have to be processed** by a sender that designates an exclusive method. A sender that doesn't must keep processing requests made "by any reasonable means".
4. **Scope by type of text.** An opt-out from a marketing text revokes consent "to all future calls or text messages containing an advertisement or constitute telemarketing from that caller". An opt-out from an informational text may be treated as covering only that kind of informational text.
5. **The 10-business-day limit stays.** The FCC asks for comment on shortening it (one filing proposed seven business days) and on requiring two-way texting.

It takes effect "30 days after Federal Register publication", and replaces the 2027-01-31 date the FCC had set for the "revoke all" rule ([FCC DA 26-12, 2026](https://docs.fcc.gov/public/attachments/DA-26-12A1.pdf)). We searched the Federal Register on 2026-10-14, including documents on public inspection, and found no publication, so it is not yet in force. Until it is, honor opt-outs made by any reasonable means. Even afterward, CTIA's guidance on normal-language opt-outs still applies to texts on carrier networks.

## How should you handle ARRET and French opt-outs?

Treat ARRET exactly like STOP. Canada's short code rules make STOP and ARRET mandatory and say: "ARRET: Immediately opt the user out of receiving any further messages. Texting ARRET must return a French response" ([Canadian Common Short Codes Compliance Policies v2.1, 2026](https://www.txt.ca/wp-content/uploads/2026/01/Canadian-CSC-Compliance-Policies-v2.1-January-2026.pdf)). They add that "Other universal opt-out commands should be recognized, such as END, CANCEL, UNSUBSCRIBE, QUIT or FIN, ANNULER, QUITTER, DESABONNER in French."

Those rules govern short codes, and Canadian business texts more often go out from verified toll-free numbers. CASL itself requires an unsubscribe that works by "the same electronic means by which the message was sent" (s. 11(1)), and recipients in Quebec and elsewhere may reply in French. Recognize ARRET on every number and send the confirmation in French. Our [CASL guide](/guides/casl-text-messages-canada) covers the rest of the Act.

## What should a HELP reply say?

Your business name and how to reach you, plus how to opt out. CTIA's short code handbook sets the minimum: "Message Senders must respond to messages containing the HELP keyword with the Program name and further information about how to contact the Message Sender" ([CTIA Short Code Monitoring Handbook v1.9, 2023](https://api.ctia.org/wp-content/uploads/2024/01/CTIA-Short-Code-Monitoring-Handbook-v1.9-FINAL.pdf), section 3.4). For 10DLC and toll-free texting, CTIA asks that the opt-in confirmation include customer care contact or "HELP command instructions" (Messaging Principles, section 5.1.2.1). Canada's short code rules ask HELP replies to give the sender, support contact, price and opt-out information.

> Northwind: for help, email help@northwind.com or call (614) 555-0142. Msg frequency varies. Msg & data rates may apply. Reply STOP to opt out.

A HELP reply leaves the person's consent as it was.

## How do you keep opt-outs across campaigns?

Keep one opt-out list for the whole business, and check it before every send. CTIA asks senders to "retain and maintain all opt-in and opt-out requests in their records to ensure that future messages are not attempted" (section 5.1.5). Under FCC 26-67, once in force, an opt-out from a marketing text covers all of that sender's marketing texts. Under CASL, the unsubscribe can cover "any commercial electronic messages, or any specified class of such messages" from the sender (s. 11(1)(a)).

Common ways opt-outs get lost:

- **Re-importing an old list** that still holds people who replied STOP months ago.
- **Starting a new campaign** or a new number without carrying the opt-outs over.
- **A teammate texting by hand** from another tool.
- **Treating a new form fill as a fresh start** without checking whether the number opted out before. If the person opts in again, record the new consent with its source and date.

For what to record when people opt in, see our [opt-in language examples](/guides/sms-consent-opt-in-examples).

## Where does Textually fit?

Textually handles the common cases for you. Every text carries the carrier-registered line "Msg frequency varies. Msg & data rates may apply. Reply STOP to opt out, HELP for help." until the person replies. STOP, STOPALL, QUIT, END, REVOKE, OPT OUT, OPTOUT, OPT-OUT, CANCEL, UNSUBSCRIBE and ARRET, sent as the whole reply in any capitalization and with trailing punctuation allowed, stop texts to that person before the next send. HELP returns your business name and how to reach you. Any other reply, such as "please stop texting me", ends that lead's sequence and lands in one shared inbox, so a person can read it and treat it as an opt-out. A text step sends only with a consent record (source and date) or a campaign-wide consent confirmation. See [how the rules are built in](/texting-rules), or [apply for access](/apply).

## Questions

### What words count as an opt-out text?

Under FCC rules, "stop," "quit," "end," "revoke," "opt out," "cancel" and "unsubscribe" always count, and any other wording counts if a reasonable person would read it as a request to stop. In Canada, treat ARRET the same as STOP.

### How long do you have to honor a STOP request?

At most 10 business days under the FCC rule (47 CFR 64.1200(a)(10)) and under CASL (s. 11(3)). Carriers expect no messages after the confirmation, so stop before the next scheduled text.

### Can I text someone after they reply STOP?

Once, to confirm, with no marketing. The FCC allows a one-time confirmation that "merely confirms" the request, presumed fine if sent within five minutes. After that, no more texts unless the person opts in again.

### Is "STOP" case sensitive?

No. CTIA says an opt-out stays valid despite variations in "capitalization, punctuation, or any letter-case sensitivities", and the FCC's test is what the person meant. STOP, Stop and stop. all count.

### Is the FCC's new opt-out rule in effect?

Not yet. FCC 26-67 was adopted on 2026-09-30 and takes effect 30 days after Federal Register publication. As of 2026-10-14 it had not been published, so the "any reasonable means" rule still applies.

### Do I have to answer HELP texts?

Carrier guidance expects it. CTIA's short code rules require a HELP reply with the program name and how to contact you, and for other numbers CTIA asks for HELP instructions or a support contact when people opt in.