California’s DROP tool to reduce spam and scams launched: What is it, how it works and more

The State of California has officially launched the Delete Request and Opt-out Platform (DROP), a state-run service that will allow millions of residents to control their personal information by forcing hundreds of data brokers to delete their records. Positioned as a fast, free, and secure tool, DROP targets the sprawling industry of data brokers – companies that collect and sell all your data to other entities. This tool allows a single submission to reach over 500 registered data brokers simultaneously.

Under California law, once a request is submitted via DROP, data brokers have a strict 90-day window to comply and delete the user's information.

Why DROP is launched

According to Official website of the State of California, there are three primary benefits for residents using the platform:

• Reduced spam: By stopping the sale of personal data, users can expect a decrease in unwanted texts, “robocalls,” and emails.
• Greater security: Deleting data from broker databases reduces the possibility of identity theft, fraud and sophisticated AI impersonations.
• Personal safety: thirdly, limiting the availability of home addresses and family data provides a layer of protection against stalking and data leaks.

How DROP works

• Residents of California must verify their eligibility, through the California Identity Gateway. Users can verify their status directly or via Login.gov.
• Users provide basic identifiers.
• One submission initiates the 90-day countdown for all registered brokers.

While the service is currently restricted to California residents, the platform includes provisions for “Authorized Representatives.” This allows parents to submit requests for their minor children and family members to assist elderly relatives.

To address potential concerns about state data collection, the platform emphasises that the information entered into DROP is never sold and is used exclusively to fulfill the deletion request.

“Your information is only used to complete your request. It won’t be sold or shared for any other reason. You choose what information to provide. Data brokers only need basic information to find and delete the information they have about you. The personal information you give to DROP is protected and stored in a secure format,” the website said.

Starting August 1, 2026, the 90-day deletion requirement becomes legally enforceable for all brokers receiving requests through the system.