In a significant change for users, Google has decided to remove a recently introduced feature in its Messages app that streamlined the process of unsubscribing from automated business texts for consumers in the U.S. and Spain. This feature, which provided a prominent unsubscribe button in chats, allowed users to easily send a “STOP” command after selecting a reason for their unsubscription.
Initially launched in April, the unsubscribe feature aimed to alleviate the growing frustration many users face from receiving unsolicited texts from businesses, charities, and political campaigns. Millions of automated text messages flood inboxes daily, and while some of these messages are beneficial, others are perceived as unwelcome clutter. The introduction of the unsubscribe button was a step towards enhancing user experience by making the opt-out process more accessible.
When I first encountered this feature in early April, it appeared as a new prompt at the bottom of chats with businesses, asking if I wanted to “unsubscribe to stop receiving messages.” By simply tapping this button, users were guided through a confirmation process that allowed them to state their reason for unsubscribing, after which the Google Messages app would automatically send a “STOP” command on their behalf. This innovation was particularly useful since not all services clearly indicate the option to opt-out by replying “STOP,” leading to confusion among users.
Despite its benefits, Google has now announced the discontinuation of the unsubscribe feature specifically for users in the U.S. and Spain. In these regions, the unsubscribe option will be eliminated from the bottom of business chats utilizing RCS (Rich Communication Services). In the U.S., this change also extends to SMS/MMS chats from businesses using short codes, although the option will still be accessible from the context menu. Conversely, in Spain, the option will be entirely removed from RCS business chats, including from the context menu.
Google has clarified that businesses will continue to receive unsubscribe requests from users on versions of Google Messages that are older than 20250518.01. This indicates that the removal of the feature coincides with the release of version 20250518.01 and later, meaning users on recent updates may have already lost this functionality. I can personally confirm that the unsubscribe button is no longer available for me in the U.S.
The targeted removal of the unsubscribe feature in the U.S. and Spain—while it remains active in countries such as Brazil, France, Germany, India, Mexico, and the UK—suggests that this change was not merely a result of a bug. Speculation surrounds the decision, with some suggesting it may have been prompted by an increase in complaints from businesses that experienced a surge in unsubscription requests due to the feature's visibility. Conversely, there are also hints that users may have complained about the button causing accidental unsubscriptions, particularly of important messages.
For users who found the unsubscribe feature beneficial, this removal may feel like a step backward. As automated messaging continues to rise, the need for clear and accessible unsubscribe options remains crucial for user satisfaction. Stay tuned for more updates on this development.
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