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DELIVERY AND LIMITS
Marketing opt-out preference (Meta user preferences)
The marketing opt-out preference is a WhatsApp feature that lets a user opt out of a business's marketing messages directly in the app, from the message's options or the business profile, without sending the business a STOP. Meta records the preference, stops delivering that business's marketing templates to the user, and notifies the business by webhook.
opt outopt insuppressed recipientopt in and consent
Why it matters
Meta introduced app-level opt-out so users have a reliable exit even when a business ignores STOP. For businesses it means marketing sends can start failing for a recipient with no message in the inbox explaining why, and that the opt-out is enforced by Meta rather than trusted to the sender. Handling the webhook keeps your records and Meta's aligned.
In VGraple CRM
User preference webhooks update the contact's marketing consent the moment they arrive, with the source recorded as a Meta preference so agents know it was not a STOP. Broadcast eligibility excludes them, and utility messages continue as Meta allows.