Guides · Freebies · Opt-out
How do I stop baby club text messages in the UK — reply STOP?
Should I reply STOP to a baby-club text?
GOV.UK's direct-marketing page tells firms they must make opt-out easy — “for example by sending a ‘STOP’ text to a short number”. The ICO's public texts page says you should follow the opt-out in the message, and that this usually means replying STOP.
- Read the sender If it is a club or brand you joined, or a shortcode of five to eight digits, Ofcom says reply STOP. Ofcom also says you should not be charged for that reply.
- Reply with the word STOP Send it to the same number. Your Baby Club's .com SMS terms say they then send one confirmation text and no further messages unless you opt in again.
- If you do not recognise the sender, do not reply The ICO and Ofcom both say a reply can confirm the number is live. Forward the text to 7726 (free on most UK networks) and report it to the ICO if it continues.
- No STOP line? Use the privacy contact The ICO says look up the organisation's privacy notice and tell them you want marketing texts to stop.
STOP is a PECR-style opt-out for that SMS sender. It is not a UK-wide baby-club kill switch, and it is not the Telephone Preference Service.
What does STOP actually cancel?
Swipe sideways for the full table
| Channel | Does STOP to that number cover it? | What to use instead |
|---|---|---|
| Marketing texts from that shortcode or number | Yes — that is the example GOV.UK and Ofcom give | Keep the confirmation text if one arrives |
| Marketing texts from a different brand you claimed via a club | No — each sender is its own list | Reply STOP to that sender, if you recognise it |
| Club or partner emails | No | Footer unsubscribe on the email |
| Live marketing calls | No | Tell the caller to stop; register with the Telephone Preference Service for unsolicited sales calls |
| Unknown or scam-like texts | Do not reply | Forward to 7726, then the ICO |
Is the Telephone Preference Service the same as STOP?
No. Ofcom's page on unwanted calls, texts and emails treats them as different tools. TPS is a free register for live marketing calls to a home phone or mobile. Ofcom says it can take up to 28 days for calls to reduce after you register, and that legitimate marketers must check the register before calling. STOP is an SMS reply to one sender.
Registering with TPS does not opt you out of a baby club's texts. Replying STOP does not put you on TPS. If you want both quiet, do both jobs.
What if texts continue after I reply STOP?
The ICO says organisations must stop marketing texts when you opt out. If they do not, Ofcom says report it to the ICO (online or 0303 123 1113), and forward the message to 7726 first.
A club email preference page can also turn off SMS if you still have a login. That is a second door, not a substitute for STOP on a sender you already know.
In shortReply STOP to a baby-club or brand shortcode you recognise. That cancels that sender's SMS only. Unknown texts go to 7726, not a reply. TPS is for calls.
Questions parents ask
- Does STOP bring a confirmation text?
- Your Baby Club's .com SMS terms say one final confirmation, then no further messages unless you opt in again. Other clubs may send a similar one-liner. That confirmation is part of closing the SMS, not a new campaign.
- Does STOP cost money?
- Ofcom says a STOP reply to a known sender or shortcode should not be charged. If a text is charging your bill, that is an Ofcom premium-rate issue, not an ICO marketing opt-out.
- I replied STOP and the emails are still arriving.
- Expected. STOP is SMS-only. Use the email footer or the club's preference centre for mail. Partners who already have your address need their own footer.
- Can I use TPS to kill baby-club texts?
- No. Ofcom describes TPS as a register against unsolicited marketing calls. Texts use STOP, 7726 and the ICO.
Sources
Official pages first. If this page and the official page disagree, the official page wins.
- GOV.UK — Direct marketing (STOP text example) — checked 10 September 2026
- ICO — I keep receiving marketing text messages — checked 10 September 2026
- Ofcom — Unwanted calls, texts and emails (15 July 2026) — checked 10 September 2026
- Your Baby Club — Terms (SMS opt-out: reply STOP) — checked 10 September 2026
This is information, not a guarantee of any payment, and not medical, legal or product-safety advice for your home. Prices and rules change; figures carry the date they were checked. Recall status comes from official records only — a product we cannot find is not a safety all-clear. Tell us if we got a fact wrong.