How do MBPs verify unsubscribe compliance?

MBPs verify unsubscribe compliance by testing List-Unsubscribe endpoints and monitoring whether senders honor unsubscribe requests. When Gmail or Yahoo processes an unsubscribe via your List-Unsubscribe header, they track whether subsequent messages still reach that recipient.

Continued messaging to unsubscribed recipients signals non compliance. Providers detect this through message tracking and may escalate filtering for senders who ignore unsubscribe requests. The requirement to process unsubscribes within two days sets clear expectations.

Testing your unsubscribe mechanism proactively helps ensure compliance. Send test messages, trigger unsubscribes via headers, and verify recipients are properly removed. Many ESPs provide unsubscribe testing tools that simulate provider behavior.

Was this answer helpful?

Thanks for your feedback!