> For the complete documentation index, see [llms.txt](https://docs.11x.ai/llms.txt).
> Use it to discover all available pages before exploring further.

# Opt-outs and suppression

How opt-outs, do-not-contact lists, and suppression work across channels, why consent state must live in the CRM, and how to make opt-outs survive reconfiguration.


An opt-out only works if the system that selects targets can see it. In 11x, exclusions are read from your **CRM**, which means opt-out and consent state has to live there to be enforceable. Opt-out state held only in a marketing tool cannot gate outreach.

<Callout kind="alert">
This is the most common failure in the whole compliance surface: consent is tracked somewhere 11x cannot read, so a contact who opted out keeps being contacted. Map it into the CRM before enabling any channel.
</Callout>

## What must be suppressed

Configure all of these as exclusions:

| Suppression source | Notes |
| --- | --- |
| **Opt-out requests** | Recipients can opt out via instructions in the communication, by contacting support, or via the 11x opt-out portal |
| **Do-not-contact list** | Your own list, mapped to a CRM field 11x can read |
| **Do-Not-Call registries** | Where applicable in your jurisdiction |
| **Existing customers** | Unless a specific post-sale motion is intended |
| **Open opportunities** | A rep is already working the account |
| **Owned accounts** | Per your ownership policy |
| **Competitors and partners** | Usually a named list |
| **Active in another play** | Prevents double-contact |

See [ICP and targeting](/alice/icp-and-targeting).

## Opt-outs are per channel unless you decide otherwise

Consent is channel-specific, so an opt-out can be too. Decide your policy deliberately.

| Approach | Effect |
| --- | --- |
| **Treat opt-out as global** (recommended default) | An opt-out on any channel stops all channels |
| Treat opt-out as per channel | Narrower, and defensible only with a clear basis |

<Callout kind="tip">
Global-by-default is the safer policy and the easier one to explain. Someone who asked you to stop emailing them rarely means "please call me instead."
</Callout>

## Make opt-outs durable

<Steps>
  <Step title="Map opt-out state to a CRM field" icon="database">
    A field 11x reads. This is what makes it enforceable rather than aspirational.
  </Step>
  <Step title="Reference it in exclusions on every play" icon="ban">
    Not just the play you are configuring today. A new play with default exclusions is a new risk.
  </Step>
  <Step title="Propagate opt-outs back to the CRM" icon="repeat">
    So they survive changes to your 11x configuration and are visible to reps.
  </Step>
  <Step title="Apply across channels per your policy" icon="share-2">
    Email, calling, SMS, and WhatsApp each need to honour it.
  </Step>
  <Step title="Audit coverage before scaling" icon="check-circle">
    Take a known opted-out contact and confirm every active play skips them. Testing the negative case matters more than testing the positive one.
  </Step>
</Steps>

## Frequently Asked Questions

<Expandable title="Why is a contact who opted out still being contacted?">
Opt-out state is not mapped to a CRM field 11x reads, or the exclusion is set on one play but not others. Check both.
</Expandable>

<Expandable title="Our consent is tracked in a marketing tool, not the CRM. Does that work?">
No. 11x reads exclusions from the CRM, so consent held elsewhere cannot gate outreach. Sync it across.
</Expandable>

<Expandable title="Does an email opt-out stop calls and SMS too?">
Only if you configure it that way. Consent and opt-out are channel-specific by default, so decide your policy and configure every channel to match. Global-by-default is safer.
</Expandable>

<Expandable title="How do recipients opt out?">
Via the instructions in the communication, by contacting 11x support, or through the 11x opt-out portal referenced in the [autodial terms](https://www.11x.ai/legal/autodial-terms).
</Expandable>

<Expandable title="Do we need to suppress Do-Not-Call registry numbers?">
Where applicable in your jurisdiction, yes. Subscribers are responsible for compliance with Do-Not-Call regulations. See [regional compliance](/security/regional-compliance).
</Expandable>

<Expandable title="Why are existing customers receiving outbound?">
Customer status is not reliably set in the CRM, or it is not referenced in exclusions. Audit the field's coverage before relying on it.
</Expandable>

<Expandable title="How do we stop two plays contacting the same person?">
Add an exclusion for prospects active in another play. Overlapping plays are the most common cause of excessive contact.
</Expandable>

## Next steps

<Columns cols={2}>
  <Card title="Consent and calling compliance" icon="scale" href="/security/consent-and-calling-compliance" horizontal>
    What consent is required before contact.
  </Card>
  <Card title="Regional compliance" icon="globe" href="/security/regional-compliance" horizontal>
    Rules that vary by market.
  </Card>
  <Card title="ICP and targeting" icon="crosshair" href="/alice/icp-and-targeting" horizontal>
    Where exclusions are configured.
  </Card>
  <Card title="Brand protection" icon="shield-check" href="/security/brand-protection" horizontal>
    Controlling what is said.
  </Card>
</Columns>

## Need help?

Email [support@11x.ai](mailto:support@11x.ai), or [book time with the team](https://www.11x.ai/demo).