On January 1, 2026, California launched the Delete Request and Opt-Out Platform (DROP) — a first-of-its-kind government tool that lets California residents submit a single deletion request to every registered data broker in the state, completely free of charge. Here's everything you need to know about how DROP works, what it covers, and how to use it alongside other privacy tools to protect your personal information.
What Is the DELETE Act?
The California Delete Act (Senate Bill 362) was signed into law in 2023 by Governor Gavin Newsom. The law requires the California Privacy Protection Agency (CPPA) to build an "accessible deletion mechanism" — a centralized system that allows consumers to request deletion of their personal data from all registered data brokers through a single request.
Before the DELETE Act, opting out of data brokers required visiting each broker's website individually and submitting separate removal requests — a tedious process that could take dozens of hours. The DELETE Act changes this by putting the burden on data brokers to comply with a centralized system, rather than forcing consumers to navigate a patchwork of opt-out forms.
What Is the DROP Platform?
DROP (Delete Request and Opt-Out Platform) is the tool that the CPPA built to fulfill the DELETE Act's requirements. It went live for consumers on January 1, 2026. Here's how it works:
- You verify your identity as a California resident through the DROP portal.
- You submit a single deletion request that is sent to all data brokers registered with the state.
- Data brokers are required to process your request and delete your non-exempt personal information.
Key Dates for DROP
January 1, 2026: DROP goes live for California residents.
January 31, 2026: Registration deadline for data brokers (annual fee of $6,000).
August 1, 2026: Data brokers must begin processing DROP requests every 45 days and deleting consumer data within 90 days.
Who Qualifies to Use DROP?
DROP is available to California residents only. You must verify your California residency during the registration process. If you live outside California, you cannot use DROP — but you may still have rights under your own state's privacy laws (such as Virginia's VCDPA, Colorado's CPA, or Connecticut's CTDPA).
What Does DROP Cover?
DROP targets businesses that qualify as "data brokers" under California law — defined as businesses that knowingly collect and sell or license the personal information of consumers with whom the business does not have a direct relationship. As of early 2026, over 500 data brokers are registered with California.
However, DROP has some important limitations:
- Exempt data is not covered. Data brokers are not required to delete information that falls under certain exemptions, including data needed for legal compliance, fraud prevention, or certain business purposes.
- Not all data brokers comply. While the law requires registration and compliance, enforcement is ongoing. Some data brokers may be slow to process requests or fail to register entirely.
- Only covers California-registered brokers. Data brokers that aren't registered in California (whether by oversight or by operating outside the state) are not reached by DROP.
DROP Is Not a Complete Solution
While DROP is a powerful new tool, it only covers data brokers registered in California and only applies to California residents. Many people search sites, data aggregators, and information resellers operate outside this system. For comprehensive coverage, you'll still need additional privacy protection measures.
Enforcement and Penalties
The CPPA is taking enforcement seriously. In late 2025, the agency launched a dedicated Data Broker Enforcement Strike Force. Data brokers who fail to register face penalties of $200 per day, plus the cost of any investigation. Starting August 1, 2026, brokers must process DROP deletion requests every 45 days — failure to comply can result in additional enforcement actions.
How DROP Compares to Data Removal Services
DROP and commercial data removal services like PrivacyOn serve related but different purposes:
- DROP is free, government-run, and covers California-registered data brokers. It requires California residency and relies on data brokers self-reporting compliance.
- PrivacyOn works nationwide, covers 100+ data broker and people search sites, actively verifies that your data has been removed, monitors for reappearances 24/7, and includes additional features like dark web monitoring.
For California residents, DROP is an excellent free resource that should be part of your privacy toolkit. But it works best in combination with a comprehensive service like PrivacyOn that covers brokers outside California's registry, verifies actual removal, and provides ongoing monitoring.
How to Use DROP
Using DROP is straightforward:
- Visit the CPPA's DROP portal at privacy.ca.gov/drop.
- Create an account and verify your California residency.
- Submit your deletion request — it will be sent to all registered data brokers.
- Track the status of your request through the portal.
After submitting your DROP request, it's a good idea to also submit individual opt-out requests to major people search sites that may not be covered by the registry, and to use a service like PrivacyOn for ongoing protection.
What This Means for the Future of Privacy
California's DELETE Act and DROP platform represent a significant shift in how consumer privacy is handled in the United States. Several other states are considering similar legislation, and the federal government has also explored the idea of a national data broker registry.
If successful, DROP could serve as a model for other states — making it easier for everyone, not just Californians, to take control of their personal data. In the meantime, tools like PrivacyOn fill the gap by providing nationwide coverage, active removal verification, and ongoing monitoring that goes beyond what any single government program currently offers.