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Opt-out Instructions for Marketing Templates

Marketing WhatsApp templates that do not mention how to opt out are blocked or reported more often. That lowers Meta’s template quality rating, can pause the template (hours, then longer, then disabled), and reduces how many marketing messages each person can receive. Meta does not require an opt-out line — including one is a strong best practice for Marketing only.

What Kazenly Checks​

When you create or edit a Marketing template under Broadcasts → Send → Templates, Kazenly looks for the whole word STOP (any capitalization) in:

  • the footer,
  • the body, or
  • a button label (including a quick-reply label on a template synced from Meta).

If none of those contain STOP, you see a non-blocking warning under the footer (and a short reminder above Save / Update). You can still save and submit. Utility and Authentication templates never show this warning.

One-click fix: Add footer: Reply STOP to unsubscribe fills or appends that text when it fits Meta’s 60-character footer limit (no variables in the footer). If the footer is already too long, shorten it or use the short line Reply STOP to opt out.

Dismiss: I handle opt-out another way hides the warning for that template until you change the body, footer, or buttons in a way that still lacks STOP.

Warning and success (text mock)​

Warning (Marketing, no STOP):

⚠ No opt-out instruction
Meta doesn't require it, but marketing templates without a STOP
opt-out get blocked more often, which lowers quality rating and
can pause the template.

[Add footer: Reply STOP to unsubscribe]  Learn more  I handle opt-out another way

Sticky bar (same case):

No STOP opt-out in this marketing template          [Add footer]

Success (after STOP is present):

✓ Opt-out included (STOP in footer)
  (or “in body” / “in button” depending on where STOP was found)

Recommended Footer Text​

Prefer:

Reply STOP to unsubscribe

Short variant when space is tight:

Reply STOP to opt out

Footer rules:

  • Maximum 60 characters (Meta limit; the form shows a live counter).
  • No variables like {{1}} in the footer.

How Opt-out Is Enforced End-to-End​

  1. Someone replies with a whole message that is exactly STOP, UNSUBSCRIBE, or CANCEL (case does not matter; punctuation at the edges is ignored).
  2. Kazenly marks that contact Opted out for broadcasts.
  3. Campaigns skip Opted out contacts.

Important: STOP inside a longer sentence (for example “please STOP sending offers”) does not opt the contact out. The reply must be the keyword alone (or with only edge punctuation).

You can confirm status under Broadcasts → Audience → Consent Management. The inbound keyword check runs automatically with WhatsApp connected — there is no separate Settings toggle today.

Current Limitation​

The template warning only looks for the English word STOP. Other languages and other wording in the footer do not clear the warning yet.

Inbound automation also recognizes whole-message UNSUBSCRIBE and CANCEL. Those keywords are not what the template checker looks for — put STOP in the template so the warning clears and customers know what to reply.

Utility and Authentication​

Do not add marketing-style opt-out lines to Utility or Authentication templates. Keep those strictly transactional or OTP-shaped. Kazenly does not show the STOP warning for those categories.

FAQ​

Will Meta reject my template without STOP?
No. Meta does not require an opt-out instruction. Templates without one may still be reported more often and lose quality rating over time.

Can I put the opt-out in a button instead of the footer?
If a template synced from Meta has a quick-reply button containing STOP, that counts. Creating quick-reply buttons in Kazenly is not available yet.

Does “Reply STOP to unsubscribe” in the middle of a customer’s chat message opt them out?
No. Only a whole-message keyword (STOP, UNSUBSCRIBE, or CANCEL) opts them out of broadcasts.