# Opt-in and opt-out

> Opt-in is a customer agreeing to receive messages from a business; opt-out is them asking to stop, which the business must honour.

Canonical: https://heykiko.io/glossary/opt-in
Last updated: 2026-11-05

## What it means

Also called consent, unsubscribe.

WhatsApp marketing templates should only go to people who opted in. An opt-out must stop further messages, and should be remembered even if the customer's other data is deleted.

## In HeyKiko

When HeyKiko erases a customer's data, their opt-out is kept so they're never messaged again.

## Related

- [Template message](https://heykiko.io/glossary/template-message)
- [Lead capture](https://heykiko.io/glossary/lead-capture)
- [Privacy controls](https://heykiko.io/features/privacy-controls)
- [Full glossary](https://heykiko.io/glossary)