DROP

California has launched a groundbreaking privacy tool called the Delete Request and Opt-out Platform (DROP), now available to all state residents. DROP gives Californians a simple, centralized way to request deletion of their personal information from hundreds of data brokers . This is key in helping protect privacy, reduce unwanted contacts, and lower risk of identity misuse. (privacy.ca.gov)

What Is DROP?

DROP is an online system developed by the California Privacy Protection Agency (CalPrivacy) under the state’s Delete Act. It allows residents to submit one deletion request that is automatically sent to over 500 registered data brokers.  This marks the first program of its kind in the United States. (privacy.ca.gov)

 

Why DROP Matters

Data brokers collect, aggregate, and sell personal information such as names, addresses, contact details, browsing behavior, and other identifiers often without your direct interaction. DROP empowers you to ask these companies to delete and stop selling your personal data, which can:

  • Reduce spam calls, texts, and unwanted marketing

  • Decrease the risk of identity theft and fraud

  • Improve your online privacy and security posture

  • Give you more control over your digital footprint

 

How to Use DROP — Step by Step

Using the DROP portal is straightforward and free of charge. Here’s how to get started:

  1. Go to the official DROP website
    Visit: https://privacy.ca.gov/drop/ and click “Get started”.

  2. Verify Your California Residency
    You must confirm that you are a California resident. This is done securely through the California Identity Gateway or via Login.gov. DROP does not retain your verification data.

  3. Create Your Profile
    Provide basic identifying information (such as name, address, email, phone number, and other identifiers). The more accurate information you provide, the more likely it will match what data brokers have on file.

  4. Submit Your Deletion Request
    With one click, your request will be automatically sent to all registered data brokers in the DROP system. You may also opt out of specific brokers if desired.

  5. Processing Timeline
    Although DROP opened on January 1, 2026, data brokers will begin processing deletion requests on August 1, 2026. Once active, brokers are required to check the system and process requests regularly.

 

Please note: Even after deletion by brokers, some information you provide directly to first-party companies (e.g., retailers or service providers) will remain with those entities unless you take separate action. Not every entity holding your data is a “data broker” subject to the CPPA.

 

For more information: https://privacy.ca.gov/drop/