DROP: Why You May See an Increase in Opt-Outs

Kiku Shinfuku

On August 1, 2026, California launched the Delete Request and Opt-out Platform (DROP) for registered data brokers. 

DROP allows California residents to submit a single deletion request that is made available to all registered data brokers. Under California law, registered data brokers are required to regularly review and process applicable DROP requests. 

While DROP officially launched on August 1, California residents have been able to submit requests since January 1, 2026. Those requests accumulated until the first batch became available to data brokers in August. Going forward, new DROP requests will be released and processed on a recurring forty-five (45) day cycle. 

What This Means for 6sense Customers 

6sense is a registered data broker under California law and processes DROP requests. 

As a result, customers may notice periodic increases of opt-outs reflected in their weekly opt-out notifications following each DROP processing cycle. These increases may not be tied to any change in customer activity and instead reflect consumer deletion requests submitted through California's centralized platform. 

For information on managing opt-outs and maintaining compliance, please see the 6sense Contact Data & Compliance Documentation: View Contact Data & Compliance Documentation. 

Please note: DROP requires removal of email addresses and/or phone numbers. As a result, some opt-out requests in your notifications may not include an email address if the applicable deletion request relates only to a phone number. Guidance on how to handle these requests is available in the 6sense Contact Data & Compliance Documentation. 

Key Takeaway 

California's DROP system centralizes consumer deletion requests across all registered data brokers. As new batches of requests are released, customers may periodically see higher-than-normal opt-out volumes as those requests are processed. 
 

For questions on how to manage next steps in your 6sense instance, please submit a support ticket.  

If you have any questions on the legal or compliance side, please reach out to privacy@6sense.com and we'll be happy to assist you!