Luckily data brokers can use Captain Compliance’s subject rights request automation software to handle DROP act requests but this is a big milestone being announced so early on. The California Privacy Protection Agency (CalPrivacy) announced a significant milestone for its Delete Request and Opt-out Platform, known as DROP — more than 300,000 Californians have signed up for the free service in just five months since its launch.
DROP is a first-of-its-kind government platform designed to give California residents an easy, secure way to have their personal information deleted from data brokers — companies that collect and sell consumer data without a direct relationship with that person. This can include sensitive details like Social Security numbers, precise geolocation data, browsing history, and more. By submitting a DROP request, users can potentially reduce unwanted spam calls, fraud risk, and the broader circulation of their personal data.
The platform currently covers more than 580 registered data brokers. Notably, beginning August 1, 2026, all data brokers will be legally required to access DROP and begin processing deletion requests. A key feature of the platform is that once a deletion request is submitted, data brokers must delete not only the information they currently hold on that person, but also any new information they may acquire on that individual going forward.
Signing up is designed to be accessible and quick — the agency says the process takes under 10 minutes, can be completed on a phone or computer, and requires no additional documents beyond confirming California residency and providing basic personal information. CalPrivacy also offers guidance on locating a user’s mobile advertising ID (MAID), which can improve the accuracy of deletion requests.
To accompany the platform, CalPrivacy has released a how-to video, an online toolkit with resources in eight languages, and offers in-person presentations to community organizations to help residents navigate the sign-up process.
Alongside the DROP milestone, CalPrivacy also updated its Data Broker Registry, which now lists 581 registered data brokers — the highest count since the registry was established in 2020. The updated registry features improved navigation and filtering tools to make it more useful for consumers.
CalPrivacy Executive Director Tom Kemp credited the strong public uptake to Californians’ deep interest in controlling their own data, while Assistant Deputy Director Marissa Rosemblat described DROP as “a new standard for what government digital services can accomplish.”
Californians interested in signing up can do so at Privacy.ca.gov.
