When a customer stops your sign-in emails
Every sign-in code you send a customer now has a line near the bottom they can use to stop those emails, and so does the invitation you send when you add someone to one of your apps. This is what that changes for you, and what to say when someone asks.
Why the line is there
Anyone can type any email address into your sign-in page, including an address that has nothing to do with your business. Whoever owns that inbox gets a code they never asked for. Until now the only thing that message told them was that they could ignore it — which is true, and is not much of an answer for someone who did not want the mail.
So the message now closes with a link that stops sign-in emails from your business to that address — the last thing it says before a line of small print about who provides the sign-in service. The person follows it, presses one button, and that is the end of it. No account, no reply, no waiting on anyone.
The invitation carries the same link, for the same reason. It is the first thing a stranger hears from you, and someone who was added by mistake should not have to wait for the codes to start arriving before they can say so.
What happens when someone uses it
Three things, and the third is the one worth knowing:
- It stops sign-in codes to that one address, from your business only. If the same person is a customer of another business on the platform, their sign-in there is untouched. Invitations you send that address afterwards are a separate thing, and one you control: if you invite them again, the invitation goes.
- It stops nothing else. Newsletters, order updates, replies to their own messages — none of that is affected. It is only the sign-in code.
- Your sign-in page carries on as if nothing happened. Someone who types that address into it still sees "check your email", exactly as everyone else does. That is deliberate. If the page said "this address has opted out", anyone could use your sign-in form to find out who has complained about you, and about anyone else on the platform.
What that means for you in practice
You will not get a notification, and there is no list of who has stopped their sign-in mail. Both are on purpose: it is a stranger's decision about their own inbox, not a record about them we hand to the business they made it about.
So if a customer tells you they cannot get in and no code is arriving, and everything else looks fine, the possibility to hold in mind is that somebody pressed that link from that inbox at some point. The way back in is the same as it would be for any other address — the person asks us to reverse it, using the contact address on the help page below. It is not something you can switch back on yourself, and that is the right way round: an address that asked to be left alone should not be re-enrolled by the business it asked.
"Someone complained that you emailed them"
If a stranger contacts you about a sign-in email from your business, the short answer is that someone typed their address into your sign-in page, and that the code is harmless on its own — it does nothing unless it is typed back in. Then point them at the stop link near the bottom of the message, just above the small print. That is the whole fix, and it works immediately.
You do not need to do anything on your side, and there is nothing for you to switch off.
The error page your customers see
There is one more change, on the page a customer lands on when a sign-in link does not work. It used to be a dead end: a short message and nothing to press.
It now carries two things on every version of that page — a link to try again, and a link to a short help page. The help page covers the code not arriving, what to do about mail nobody asked for, and an email address that reaches a person.
The message itself is still deliberately vague about what went wrong. It has to be: a page that said "no such business" or "that business is suspended" would let anyone probe which businesses exist and which are in trouble. What changed is that being vague no longer means being a dead end.