Opt means to choose or select something, usually by taking an action
When someone writes "opt" in a text or online message, they mean to deliberately choose one thing over another. The word comes from the verb "to opt," which means to make a choice. In digital contexts, you will see it most often in phrases like "opt in" (choose to join) or "opt out" (choose to leave).
The word itself is short and neutral — it does not carry emotion or judgment. It simply describes the act of selecting. You might opt for pizza instead of tacos, opt to attend a meeting, or opt out of a group chat. In business and tech settings, "opt" appears constantly because companies need to know whether you want their emails, notifications, or services.
Key Takeaways
- "Opt in" means you actively choose to receive something, like emails or notifications, usually by clicking a button or checking a box.
- "Opt out" means you actively choose to stop receiving something, and companies are required by law to make this easy.
- The word "opt" by itself simply means to choose or select, without specifying which direction you are going.
- In text messages and casual online chat, "opt" usually appears in the phrases "opt in" or "opt out" rather than standing alone.
Opt in versus opt out — the two main uses
Opt in means you take action to start receiving something. When you sign up for a newsletter, you are opting in. When you turn on notifications for an app, you are opting in. The company or service does not send anything until you explicitly say yes. This protects you from unwanted messages.
Opt out means you take action to stop receiving something. At the bottom of most marketing emails, you will see an "unsubscribe" link — clicking it is opting out. When you turn off notifications in your phone settings, you are opting out. The difference is that opt out assumes you were already receiving something and you want it to stop.
Laws in many places require companies to make opting out easy. In the United States, the CAN-SPAM Act requires every marketing email to include a working unsubscribe link. In Europe, the GDPR requires companies to get permission before sending marketing emails at all, which means opt in is the default.
Where you will see opt in text messages and emails
When a company sends you a text or email asking you to "opt in," they are asking for permission to contact you. You might see this when you create an account on a website, sign up for a service, or enter your phone number at a store. The message usually includes a link or instructions for how to confirm your choice.
Opt out requests appear in marketing emails and text messages. The language is often something like "Reply STOP to opt out" or "Click here to unsubscribe." You might also see "manage your preferences" links that let you choose which types of messages you want to receive — that is a middle ground between full opt in and full opt out.
In group chats and social media, people sometimes use "opt" casually. Someone might text "I opt out of this conversation" to mean they do not want to participate anymore. This is the same concept as the formal business version, just used in a more relaxed way.
How opt in and opt out work in apps and websites
Most apps and websites ask you to opt in to notifications when you first open them. You will see a popup asking "Allow notifications?" If you tap yes, you opt in and the app can send you alerts. If you tap no or dismiss the popup, you opt out. You can usually change this later in the app's settings.
Websites often use opt in for cookies and tracking. When you visit a site, you might see a banner saying "We use cookies to improve your experience" with buttons for "Accept" and "Reject" or "Manage preferences." Clicking accept means you opt in to letting the site track your activity. Clicking reject means you opt out.
Email newsletters work the same way. When you enter your email address to sign up, you are opting in. The company should send you a confirmation email asking you to verify — this extra step is called "double opt in" and protects against someone signing up with the wrong email address. Once confirmed, you receive the newsletter until you opt out by unsubscribing.
Why companies care about opt in and opt out
Companies track opt in and opt out because the law requires it and because sending messages to people who do not want them damages their reputation. If you opt out of a mailing list and the company keeps sending you emails, that is spam. Spam complaints hurt the company's ability to send legitimate emails to people who do want them.
Opt in also protects your privacy. A company that requires you to opt in before sending marketing messages is asking for your permission first. A company that sends messages to everyone and makes you opt out to stop is taking a more aggressive approach. Many people prefer companies that use opt in because it means they control what they receive from the start.
Businesses also use opt in and opt out data to understand their audience. If many people opt out of certain types of messages, the company learns that those messages are not wanted. If most people opt in to a particular newsletter, the company knows that content is popular.
Frequently Asked Questions
Is opt in the same as subscribing?
Mostly yes. When you subscribe to something, you are opting in to receive it. The words are often used interchangeably. Subscribing usually means you are paying for something or signing up for a regular service, while opting in can be free and might be a one-time choice.
What happens if I opt out but keep getting messages?
Contact the company directly and ask them to remove you from their list. Keep a record of when you opted out and when you received unwanted messages. If it continues, you can report the company to the Federal Trade Commission (FTC) if you are in the United States, or to your country's equivalent agency.
Can a company opt me in without asking?
In the United States, companies can send you marketing messages if you have a prior business relationship with them, but they must still provide an easy way to opt out. In Europe and some other places, companies must get your permission first. Check the company's privacy policy or contact them to understand their rules.
Does opting out of emails mean they have my address?
Yes, they already have your address if you are receiving emails from them. Opting out just stops future messages. It does not delete your address from their system, but it tells them not to send you marketing messages anymore.
What is double opt in?
Double opt in means you choose to receive something, then confirm that choice by clicking a link in a confirmation email. This prevents someone from signing up your email address without your knowledge. Many newsletters use double opt in for this reason.