On this page

• What is DROP?

• How it works

• Is DROP safe?

• DROP timeline

• Steps you can take now

What is DROP?

DROP (Delete Request and Opt-out Platform) is a free, online tool from CalPrivacy that is launching on January 1, 2026. DROP will help you control what personal information data brokers have about you. DROP lets you send a single request to 500+ registered data brokers to require them to delete your personal information.

What is a data broker?

Data brokers are companies that collect and sell your personal information without directly interacting with you. They may obtain details such as your email, phone number, browsing history, or location data. They may also collect and sell inferences about your interests, health, shopping habits, and more. DROP gives you a way to require these companies to delete your personal information in a secure and efficient manner.

Why submit a DROP request?

DROP gives you more control over your personal information. It also helps protect your privacy. When your information is held by data brokers, it can be sold to others. This information can be used to influence you — to buy certain products, to feel certain emotions, or even take certain actions. It can put you at greater risk of identity theft, fraud, or AI impersonations. It can also increase the chances your data is leaked or hacked. Using DROP helps make you and your personal data more secure.

What information will be deleted with DROP?

Beyond basic identifiers like your name, phone number, or email, data brokers collect vast amounts of information about you:

• Behavioral data — Your social media or browsing history, your likes and dislikes;
• Financial-related data — Your payment history or spending habits;
• Health-related data — Your usage of health-related apps, wearables, trackers, or websites;
• Location data — Where you go and how often you visit certain places;
• Relationships — Your family and friends and how often you interact with them;
• Inferences — Data brokers draw conclusions about your lifestyle, hobbies, income, or even your religious or political beliefs from your data. This can include the history of the videos you watch, articles you read, or the topics you search for.

There’s some information that data brokers aren’t required to delete under the law. This includes information the government makes open to the public (for example, property records or court filings). They also won’t delete information controlled by other federal and state laws, such as certain financial or health information. This means that some data brokers will still have pieces of your information after you use DROP.

How it works

When DROP launches, you can submit a deletion request by following these three easy steps:

Verify you’re a Californian

Confirm that you are a California resident so your request can be processed. 1.

Provide basic information about yourself

You will be asked to provide information about yourself: your name, date of birth, phone number, and email address. DROP even lets you add your device identifiers such as Mobile Advertising IDs (MAIDs) that data brokers may use to track you. The amount of information you provide about yourself is entirely your choice. Keep in mind though that the more you include, the more likely a data broker can find you within their system and delete your data. 1.

Submit your request

You’ll receive confirmation of your request immediately. Keep in mind that data brokers are not required to begin processing these requests until August 1, 2026. Data brokers will have up to 90 days to report the actions taken in response to your request.

Once your request is submitted, registered data brokers will retrieve it from DROP. Then, they will compare it to their records. Finally, they will delete and/or stop selling and sharing any non-exempt information about you that matches their records. You only have to submit your request once. You can also edit your request later if you’d like (for example, to add a new phone number or email address). Data brokers will continue to check DROP every 45 days and report the status of your request.

Is DROP safe?

Yes. DROP is built to keep your information private and secure. The personal information you give to DROP is protected and stored in a secure format that no one else can read. This way, even if someone else saw it, they wouldn’t be able to read it.

Your information is only used to complete your request. It won’t be sold or shared for any other reason. DROP gives you control over your data while keeping it safe.

DROP timeline

1

January 1, 2026

Delete Request and Opt-out Platform (DROP) launches on privacy.ca.gov

2

August 1, 2026

Data brokers will start to process requests every 45 days

Steps you can take now

Start to gather important information you’ll need to use DROP

You’ll need basic info, such as your phone number and email address. You can also choose to enter more information. For example, you can add a mobile advertising ID (MAID). Read more about mobile advertising IDs on our Limit mobile device tracking tips page, including how to reset them so your mobile device won’t be tracked and/or served targeted ads. 1.

Follow our tips to protect your privacy

Visit privacy.ca.gov/tips and follow the step-by-step guides to better protect your information. You can find instructions for how to opt-out of the sale and sharing of your information automatically with opt-out preference signals, how to limit web and mobile tracking, how to secure your online accounts, and more. You can also read our blog for more in-depth coverage. 1.

Stay updated

Subscribe to our mailing list to receive information about DROP. You can also follow us on social media @CalPrivacy.