A beta Google Messages feature for Android users has been released, making unsubscribing from unwanted texts easier for subscribers. As your partner in mobile messaging, we want to share this update with you to understand how this change may affect compliance, consumer trust and your mobile marketing strategy. We’ll cover what this new function does, who it impacts, and what implications this will have for your subscriber opt-outs.

How It Works

The beta Google Messages "Unsubscribe" feature is an update to their “report SPAM” functionality and has been implemented to enhance their consumer protection efforts, namely reducing spam and unwanted messages from businesses sending them without authorization. This "Unsubscribe" button can be seen either at the bottom of the chat or in the conversation menu. If users choose to unsubscribe using this feature, they are prompted to provide additional context for their request, such as too many messages, no longer interested, or spam. If “spam” is selected, the user is then given the opportunity to report the sender. No matter the reason, to facilitate the process, Google Messages sends a "STOP" command to the sender, unsubscribing the user from non-essential messaging. This is a helpful enhancement to the functionality, as the previous iterations didn’t provide this visibility to the brand, leaving them in the dark and wastefully sending messages that no longer appeared in the subscriber’s inbox.

Which Businesses are Impacted

The new feature is part of the latest operating system update (Android 15) from Google. It applies to RCS for Business messages in the United States, Brazil, France, Germany, India, Mexico, Spain, and the United Kingdom. It also covers SMS or MMS messages in the United States from short codes and alphanumeric senders. Essential messages, like one-time passwords, will still be received even after unsubscribing. If users wish to resubscribe, they can do so through the conversation menu.

What It Means for You

The good news is that no action is needed from Listrak clients. Our compliance best practices include safeguards that already process these requests to opt out of SMS, so no changes are needed. Our clients’ ability to run robust, compliant mobile marketing programs with ease is a priority at Listrak and is supported by essential functionality in our platform.

While this feature does make it easier for recipients to unsubscribe from your marketing messages, this change can actually have positive effects for your business. Users who might otherwise report messages they no longer wish to receive as spam may now use the beta functionality to simply unsubscribe instead, protecting deliverability and ensuring list health.

As always, please reach out to your Listrak Account Manager with any questions or work with your organization’s legal team.

The information outlined herein is for informational purposes only and is not legal advice. You are responsible for ensuring your marketing program complies with all federal and state laws. It is recommended that your legal team reviews and approves your mobile marketing program.