California has officially launched the Delete Requests and Opt-Out Platform (DROP), a long-awaited system that empowers residents to send a single deletion request to over 500 registered data brokers.
The platform became available on January 1, 2026, marking a major milestone in the rollout of California's 2023 Delete Act. The California Privacy Protection Agency (CPPA), which oversees the effort, says the platform aims to simplify what was previously a tedious, manual process requiring consumers to opt out of each data broker individually. By August 1, 2026, data brokers will be legally obligated to process these centralized requests, with a 90-day window to delete user data and confirm compliance.
DROP allows any verified California resident to initiate a data deletion request. Verification is handled through the California Identity Gateway, a secure state-run authentication service, or alternatively through Login.gov. Users are not required to create permanent accounts and can limit the amount of information shared. Once verified, a profile is created with the minimum necessary details to allow data brokers to identify and erase personal records.
The platform's scope is limited to third-party data brokers — businesses that collect, aggregate, and sell personal information without a direct relationship with the consumer. These brokers gather a wide range of data, including Social Security numbers and email addresses, as well as online activity, geolocation, and information about children or household members. First-party data collected directly by services the user interacts with is not affected by DROP. Public records and data covered under other laws, such as HIPAA for health data, are also exempt from deletion.
The California Privacy Protection Agency highlights several benefits for residents using DROP, including reduced unsolicited marketing, lower risk of identity theft or AI-based impersonation, and greater control over personal data. However, users may notice a decrease in personalization and targeted content as a side effect of data removal.
California's move to centralize privacy enforcement reflects growing concern about unchecked data harvesting by the shadowy data-broker industry. With more than 500 brokers currently registered in the state, many consumers remain unaware of the extent to which their data is bought and sold. The DROP system offers a rare layer of transparency and control in an otherwise opaque marketplace.
Under the Delete Act, data brokers who fail to comply with deletion requests or fail to register with the state face penalties of $200 per day, plus enforcement costs. Brokers are also required to process and purge new data on a 45-day cycle following the initial deletion request window.
While the system is still in early stages, the state anticipates higher user participation once data deletion enforcement begins in August 2026.
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