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.
