01/09/2026
Californians can now use a government website to request that certain companies stop selling their personal information online. The Drop website, which stands for “Delete Request and Opt-Out Platform,” launched on New Year’s Day as part of a state law aimed at enhancing data privacy.
The Drop tool sends a mass deletion request to 500 data brokers, the term for companies that collect and sell personal information gleaned from public records, phone data, online web browsing, and a host of other activities. The information, which can be highly detailed and obtained without user consent, is widely available for purchase on data brokers’ sites.
California’s Drop program aims to reduce the typically time-consuming and expensive process of individually identifying and contacting data brokers to seek deletion. Although some private companies offer services to mass-delete personal data, California’s government claims the platform is the first of its kind in the world.
While Drop is now open to all 40 million residents of California, data brokers do not have to start processing the requests until August 1. The state touts that the eventual result will be that Californians have greater control over their personal data and fewer unsolicited messages from companies and individuals that purchase their contact information.
“When your data stops getting sold, you’ll have less unwanted texts, calls or emails,” the site states.
Drop emerged from a 2023 privacy law called the Delete Act, which called for creating a single mechanism for residents to seek removal of their data. Californians must verify they live in the state to use the tool, then create a profile and submit a request to the 500 data brokers registered in the state.
Data broker firms are part of an opaque, multibillion-dollar industry that hoovers up immense amounts of personal data for sale to businesses, government agencies, and sometimes scammers. The information is often used for personalized marketing and targeting potential customers based on their habits.