The launch of California’s Delete Request and Opt-Out Platform (DROP) is an important signal that momentum is building around consumer data rights and accountability for data brokers. As the industry leader in personal data removal, Optery supports privacy-forward changes like this.
At the same time, it’s important to understand what DROP does today, what it will do later, and where meaningful gaps still exist.
What Is DROP—and What Stage Is It In?
DROP was created under the California Delete Act (SB 362) and is operated by the California Privacy Protection Agency (CPPA). It provides California residents with a centralized way to submit deletion and opt-out requests to data brokers registered in the state.
As of January 1, 2026, California residents can:
- Verify their residency using the state’s approved identity verification systems
- Create a DROP profile
- Submit a deletion request to registered data brokers
How DROP Works for Consumers
DROP allows individuals to submit identifying information—such as names, dates of birth, email addresses, phone numbers, and certain device identifiers—so data brokers can attempt to match and delete records.
Outcomes reported by brokers may include:
- Deleted: Records removed, with certain legal exemptions
- Opted-out: Records could not be matched precisely, but sale is restricted
- Exempted: Records legally permitted to be retained
- Record not found or Pending
Consumers can return to their profile to add more data over time if matches are incomplete.
Limitations of DROP
While the DROP system is officially available for consumers to verify their residence and submit requests as of January 1, 2026, data brokers will not begin processing those requests until August 1, 2026. Because data brokers are allowed up to 45 days to fulfill deletion requests, consumers could start to see results beginning September 15, 2026.
In addition to this delayed execution, key limitations of DROP include:
- Scope constraints: DROP applies only to data brokers registered in California
- No proactive discovery: Consumers must supply the data; DROP does not search the web to find exposed profiles
- No verification artifacts: There are no before-and-after screenshots or proof of removal
- Periodic processing: Brokers process requests on a scheduled basis, not continuously
While DROP represents an important step forward, it is still early in its rollout and limited in scope. As a result, many consumers and organizations in California are continuing to use Optery alongside the DROP system. This allows them to find and address exposed personal data while DROP matures.
Using Optery Alongside the DROP System
Continuing to use Optery provides several benefits:
Immediate Action
Optery continues to submit individual opt-out and deletion requests directly to data brokers today. Consumers do not need to wait until August 2026 for brokers to begin processing removals.
Greater Coverage
Optery’s database includes data brokers that may not be registered in California or covered by the DROP system.
- Including Expanded Reach, Optery currently covers 630+ data brokers automatically, compared to the DROP system’s 500+ data brokers.
- Including Custom Removals and Expanded Reach, Optery currently covers 1,350+ data brokers, compared to the DROP system’s 500+ data brokers.
Proactive Discovery and Removal Verification
Optery proactively searches the web for data broker exposures and provides before-and-after screenshot removal verification. The DROP system does not offer proactive monitoring or screenshot-based removal verification.
Continuous Monitoring and Removals
While DROP requires brokers to check for new requests every 45 days starting in August 2026, Optery’s automated systems work continuously to find paying customer profiles and request removal of personal information from the web. For paying customers, Optery performs multiple scans per month.
Outdated Content Removal from Search Engines
Optery proactively removes outdated search results from search engine results page caches, including Google and Bing.
Proven Results
Optery has served hundreds of thousands of paying customers since 2021. The DROP system is new as of 2026, and its effectiveness is currently unknown and unproven.
Privacy Progress, with Practical Considerations
The California DROP system reflects growing recognition of the risks posed by data brokers and the need for stronger consumer privacy protections. Optery supports this direction and views DROP as a positive development in the broader privacy landscape.
At the same time, DROP is still in its early stages. Data brokers will not begin processing requests until August 2026, and the system does not provide proactive discovery, continuous monitoring, or removal verification. Until those capabilities exist, many consumers and organizations will continue relying on Optery to deliver immediate action, broader coverage, and proven results.