California is the first state in the country where you can delete your personal information from every registered data broker with one request. The California Delete Act created a centralized platform called DROP, and it becomes operational for consumers in 2026. Here's everything California residents need to know to remove their data and keep it gone.
The California Delete Act, Explained
Senate Bill 362, the Delete Act, was signed into law in 2023 and builds on California's landmark privacy laws, the CCPA and CPRA. Rather than replacing those laws, the Delete Act creates a new, simpler way for Californians to get their data deleted from the data broker ecosystem.
The key innovation is a centralized platform called the Delete Request and Opt-Out Platform, or DROP. Instead of contacting each data broker individually, California residents can submit a single request through DROP. Every registered data broker in California is then required to find and delete that person's information.
Important 2026 Deadlines
- January 1, 2026: DROP comes into force.
- January 31, 2026: Data brokers that meet the business threshold must register with the California Privacy Protection Agency (CPPA) and pay the annual $6,600 registration fee.
- August 1, 2026: Registered data brokers must begin accessing DROP at least once every 45 days to pull down deletion requests and must delete consumer data within 45 days of receiving the request.
After August 1, 2026, the DROP system gives California residents real enforcement power. Brokers that ignore requests face civil penalties of $200 per day per unfulfilled deletion request, and the CPPA has already created a Data Broker Strike Force to pursue violators.
Who Counts as a Data Broker in California?
California defines a data broker as a business that knowingly collects and sells the personal information of consumers with whom it does not have a direct relationship. People-search sites, marketing list providers, and ad-tech aggregators all generally fall under this definition. Credit bureaus and entities already covered by the Fair Credit Reporting Act, HIPAA, or the Gramm-Leach-Bliley Act are handled separately.
How to Use DROP
- Visit privacy.ca.gov/drop. The official DROP portal is hosted by the California Privacy Protection Agency.
- Create a secure account. You'll verify your identity before you can submit a deletion request, so brokers can trust they're deleting the right person's data.
- Submit your deletion request. Provide the name, addresses, and other identifiers brokers typically use to match profiles. The more complete your information, the more profiles DROP can match.
- Track your request. DROP provides a dashboard where you can see when registered brokers have acknowledged and processed your request.
- Report noncompliance. If a broker ignores your request, you can file a complaint with the CPPA, which has active enforcement authority.
Your CCPA and CPRA Rights Still Apply
DROP doesn't replace your existing California privacy rights, it adds to them. You still have the right to:
- Know what personal information a business has collected about you
- Access and obtain a copy of that information
- Delete personal information a business holds about you
- Correct inaccurate personal information
- Opt out of the sale or sharing of your personal information
- Limit the use of sensitive personal information
- Not face discrimination for exercising your rights
For companies you have a direct relationship with (your bank, your retailer, your streaming service), the CCPA and CPRA are the right tools. DROP is specifically designed for the data brokers you've never heard of.
DROP Only Covers Registered Brokers
Some data brokers may not register in time, or may attempt to avoid registration altogether. For data held by unregistered brokers, you'll still need to submit individual opt-out requests. A comprehensive strategy uses DROP plus manual opt-outs plus a removal service.
Manual Opt-Out Is Still Valuable
Even in 2026, manual opt-outs remain one of the most effective ways to remove your information from people-search sites. A 2024 Consumer Reports study found that manual opt-outs removed about 70% of profiles in four months, compared to 27% for some automated services. The takeaway isn't that automation is bad — it's that a multi-layered approach works best.
Sites like TruePeopleSearch, Whitepages, Spokeo, MyLife, BeenVerified, and Radaris all have their own opt-out pages, and we publish step-by-step guides for each of them. Combining manual opt-outs with DROP and a removal service gives California residents the most complete coverage available anywhere in the country.
Why PrivacyOn Is the Best Option for California Residents
PrivacyOn is built to work alongside DROP, not replace it. We automate opt-outs at more than 100 data brokers, including many that will be registered under the Delete Act and many regional aggregators that won't be. We also monitor brokers continuously and re-file requests when your information reappears, which is a constant problem in the data broker world. Our service is designed for California's regulatory environment and gives you layered protection that DROP alone can't provide.
Family plans cover up to five people, so everyone in your household is protected for one low monthly price. Combined with dark web monitoring and 24/7 privacy support, PrivacyOn is the easiest way to stay ahead of California data brokers through 2026 and beyond.
The Bottom Line
The California Delete Act gives Californians more leverage over data brokers than residents of any other state. Use DROP the moment it becomes operational, exercise your CCPA and CPRA rights against companies you deal with directly, and use a removal service like PrivacyOn to handle the brokers that fly under the radar. Together, those tools give you a level of control over your personal data that wasn't possible even a year ago.