Kaiser Permanente agreed to a proposed $10.5 million class action settlement over allegations that it sent marketing text messages to people even after they replied “STOP” (or a similar opt-out command). The case covers texts sent between January 21, 2021 and August 20, 2025, and is built around a basic consumer expectation: when you opt out of promotional texting, the messages should stop—aside from a single confirmation text. Plaintiffs say Kaiser’s systems (or vendors acting on its behalf) kept texting anyway, sometimes more than once within a 12‑month period, which can feel especially intrusive coming from a major health plan whose outreach may be difficult to distinguish from important care-related communications. The lawsuit was filed under two key telemarketing laws: the federal Telephone Consumer Protection Act (TCPA) and Florida’s Telephone Solicitation Act (FTSA). Both statutes restrict unwanted automated or promotional outreach and generally require honoring opt-out requests; the FTSA also has state-specific timing rules that can make continued texting after “STOP” particularly risky in Florida. Kaiser denies wrongdoing, but the settlement is significant because it puts real money behind compliance—up to $75 per qualifying post‑opt‑out marketing text (subject to reduction if claims are high)—and because it underscores that “opt out” isn’t a suggestion, it’s a legal requirement that companies must operationalize correctly across platforms, campaigns, and third-party messaging vendors. More broadly, this case fits into a larger wave of TCPA/FTSA litigation aimed at routine business texting that slips into marketing or fails to process consent withdrawals correctly, with healthcare, retail, banking, and delivery companies all frequent targets due to their heavy reliance on SMS outreach. Regulators and courts have consistently treated opt-out mechanisms (like “STOP”) as a bright line, and settlements like this one encourage companies to tighten message classification (marketing vs. informational), audit vendor practices, and build suppression lists that work reliably—because a single broken workflow can turn everyday reminders and promotions into a class-wide compliance problem.