California's DROP Program Is Here. Here's What It Means for Your Privacy.

At Reklaim, we've always believed people should have more control over their personal information.

That's why we're excited to see California launch DROP (Delete Request and Opt-Out Platform), a new state-run program that makes it easier for California residents to request the deletion of their personal information from registered data brokers.

We think that's a win for consumers.

For years, deleting your information from data brokers often meant tracking down company after company and submitting individual opt-out requests. California's new approach simplifies that process by allowing eligible residents to submit a single verified request through one official platform.

Anything that makes privacy easier and more accessible is a step in the right direction.

## What is DROP?

DROP was created under California's Delete Act and is operated by the California Privacy Protection Agency.

Since January 1, 2026, California residents have been able to submit a single deletion request through the platform. Beginning August 1, 2026, registered data brokers are required to begin processing those requests.

Rather than asking consumers to navigate hundreds of individual opt-out processes, the state has created a centralized system to help residents exercise their privacy rights more efficiently.

It's one of the most significant consumer privacy initiatives we've seen in the United States, and one we hope inspires similar efforts elsewhere.

## Why this matters

Most people don't realize how many companies may have their personal information.

Data brokers collect and aggregate information such as your name, address, phone number, email address, age, and other publicly available or commercially sourced information. That data is used for a variety of purposes, from advertising and analytics to people-search websites and fraud prevention.

Whether you care about reducing unwanted marketing, limiting the amount of personal information available online, or simply having more control over your digital footprint, making data broker removal easier benefits everyone.

## Should Californians use DROP?

Our answer is simple: yes.

If you're a California resident, we encourage you to take advantage of the privacy rights available to you. DROP provides a free, government-backed way to request deletion from registered California data brokers, and we believe that's a meaningful step forward for consumer privacy.

Privacy shouldn't be complicated, and consumers shouldn't have to spend hours navigating dozens of different opt-out processes.

## Where Reklaim Protect fits

You might be wondering: if DROP helps remove your information from data brokers, where does Reklaim Protect fit?

The answer is that privacy isn't a one-time event. It's an ongoing process.

DROP is designed specifically for California residents and applies to registered California data brokers. It's an excellent tool for exercising the rights provided under California law.

Reklaim Protect is designed to help consumers take a broader approach to managing their privacy over time. In addition to helping reduce your digital footprint through data broker removal, Protect helps you stay informed about new data breaches, monitor for personal information exposed on the dark web, and better understand where your information may be at risk.

We don't see these approaches as competing. We see them as complementary. Government privacy protections help raise the bar for everyone, while privacy tools like Reklaim Protect help consumers stay proactive as new risks and new exposures emerge.

## What if you don't live in California?

At the moment, DROP is only available to California residents.

If you live elsewhere, you won't be able to submit requests through the state's platform. However, California has often led the way on consumer privacy legislation, and it's possible we'll see similar programs introduced in other jurisdictions over time.

## The bottom line

California's DROP program is good news for consumers.

Making it easier for people to remove their personal information from data brokers is something we support wholeheartedly. More transparency, more control, and stronger privacy rights benefit everyone.

Whether you're taking advantage of California's DROP program, using Reklaim Protect, or simply becoming more aware of where your personal information exists online, every step you take toward reducing your digital footprint is a step toward better privacy.