Does Go High Level comply with one-click unsubscribe and List-Unsubscribe requirements?
Michael Ko
Co-founder & CEO, Suped
Published 9 Jun 2025
Updated 21 Aug 2025
8 min read
The evolving landscape of email deliverability often brings new challenges, particularly with major mailbox providers like Google and Yahoo implementing stricter requirements. One of the most significant changes concerns one-click unsubscribe functionality and the proper use of List-Unsubscribe headers. This has sparked discussions and concerns among users of various email platforms, including GoHighLevel. Many wonder if their emails sent through GoHighLevel fully comply with these new mandates, especially after initial reports indicated some potential gaps.
As these new requirements from Google and Yahoo rolled out, it became critical for all senders, particularly bulk senders, to ensure their email infrastructure was up to date. Compliance isn't just about avoiding penalties, it's about maintaining a positive sender reputation and ensuring messages reliably reach the inbox rather than being flagged as spam or directed to a blocklist.
The core of these updates revolves around making it easier for recipients to opt out of unwanted emails. A seamless unsubscribe process reduces the likelihood of recipients marking emails as spam, which can severely damage a sender's reputation. This article dives into GoHighLevel's compliance status with one-click unsubscribe and List-Unsubscribe requirements, shedding light on what users need to know.
Understanding one-click unsubscribe and List-Unsubscribe
One-click unsubscribe refers to a method where an email recipient can opt out of a mailing list with a single action, usually by clicking an unsubscribe button prominently displayed within their email client or by the email client automatically triggering an unsubscribe request. This is distinct from a traditional unsubscribe link within the email body that might lead to a landing page requiring further steps. The technical foundation for this is the List-Unsubscribe header, an email header that contains URLs or mailto addresses that a mail client can use to facilitate unsubscribing.
Specifically, RFC 8058 defines the standard for one-click unsubscribe. It mandates that the unsubscribe action must be a single POST request to a specified URL, without requiring any further user interaction or confirmation. This streamlines the process, making it incredibly simple for recipients to opt out, thereby enhancing user experience and reducing the chances of emails being marked as spam. When recipients have a clear, easy way to unsubscribe, they are less likely to report an email as junk, which helps maintain a sender's good reputation and avoids getting put on a blocklist (or blacklist).
The List-Unsubscribe header itself can contain two types of values: a mailto: address and a HTTP/HTTPS URL. For one-click unsubscribe, the latter is essential, as it allows email clients to perform the unsubscribe action programmatically without user input. This small but significant technical detail is at the heart of the new requirements.
The new Google and Yahoo requirements
Starting in February 2024, Gmail and Yahoo began enforcing new sender requirements primarily aimed at bulk senders, defined as those sending over 5,000 emails per day. A cornerstone of these requirements is the mandatory implementation of one-click unsubscribe for marketing messages. This means that if you're sending a high volume of emails, your emails must include a List-Unsubscribe header that supports one-click functionality, as per RFC 8058. The deadline for this specific requirement for bulk senders was June 1, 2024.
The implications of non-compliance are severe. Emails from senders who fail to meet these standards may experience degraded deliverability, including being sent to spam folders, being blocklisted (or blacklisted), or even being rejected outright. This can significantly impact business operations, lead generation, and customer communication. You can read more about Google's official sender guidelines for a comprehensive overview.
These requirements also go hand-in-hand with existing regulations like the CAN-SPAM Act in the United States, which already mandates a clear and conspicuous unsubscribe mechanism. While CAN-SPAM is less prescriptive about the technical implementation, Google and Yahoo's rules push for a more standardized, automated process that benefits both recipients and legitimate senders. You can consult the FTC's CAN-SPAM Act Compliance Guide for more information.
GoHighLevel's compliance status
Initially, there were reports and observations from users that GoHighLevel (GHL) did not appear to have the proper one-click unsubscribe functionality implemented in their emails. This led to concerns that GHL clients might face deliverability issues as the new Gmail and Yahoo requirements came into effect. However, GoHighLevel documentation indicates that they implemented this feature on February 6, 2024, aiming for compliance with the new standards.
Despite GoHighLevel's stated implementation, some users have observed a discrepancy: while the List-Unsubscribe header may be present in the email's code, the visible one-click unsubscribe button in email clients like Gmail might not always appear. This inconsistency isn't unique to GoHighLevel, as users of other platforms like Keap and Kartra have reported similar experiences. The presence of the header is the technical requirement, but how email clients choose to display the unsubscribe option can vary, depending on various factors including sender reputation and email content.
To verify if your GoHighLevel emails are compliant, you would need to inspect the raw headers of emails sent through the platform. Look for the List-Unsubscribe header and ensure it includes both a mailto: and an HTTP/HTTPS URL that responds to a POST request. This technical check is crucial for confirming compliance, regardless of whether the visual unsubscribe button appears in every email client. You can also use a tool to verify your email headers.
Ensuring compliance with one-click unsubscribe and List-Unsubscribe requirements is not just about adhering to new rules, it's fundamental for robust email deliverability and maintaining a positive sender reputation. When recipients can easily unsubscribe, they're far less likely to resort to marking your emails as spam. Spam complaints are a critical factor that mailbox providers monitor, and a high complaint rate can quickly land your domain or IP on a blocklist or blacklist, severely impacting your ability to reach inboxes.
Beyond technical compliance, a straightforward unsubscribe process builds trust with your audience. It shows respect for their preferences and enhances their overall experience with your brand. This, in turn, contributes to higher engagement rates for those who choose to remain subscribed, fostering a healthier email ecosystem.
Furthermore, a proactive approach to compliance helps you avoid potential legal issues. While CAN-SPAM is broad, regulatory bodies and mailbox providers are increasingly aligning to ensure recipient control. Ensuring your email platform, like GoHighLevel, is fully compliant helps safeguard your sending reputation and your business's ability to communicate effectively with your audience.
The impact of compliance
Failing to meet one-click unsubscribe requirements can lead to emails being marked as spam, decreased sender reputation, and even domain or IP blocklisting (or blacklisting). This directly impacts campaign performance and revenue. Mailbox providers prioritize user experience, and easy unsubscribe options are key to avoiding negative signals.
Views from the trenches
Best practices
Actively monitor your email headers to ensure the List-Unsubscribe header is consistently present and correctly formatted with both mailto and HTTPS URL options.
Verify that the HTTPS URL for one-click unsubscribe responds to a POST request and processes unsubscribe requests immediately, without further user interaction.
Regularly check your sender reputation metrics, especially spam complaint rates, in tools like Google Postmaster Tools.
Educate your team on the importance of one-click unsubscribe and how it impacts overall email deliverability.
Maintain clean email lists to reduce the volume of emails sent to disengaged recipients, minimizing unsubscribe requests and spam complaints.
Common pitfalls
Relying solely on an unsubscribe link in the email body that requires multiple clicks or login credentials, which doesn't meet one-click standards.
Assuming platform compliance without independent verification of email headers for every campaign or email type.
Ignoring the List-Unsubscribe-Post header, which is crucial for modern one-click unsubscribe implementations.
Not regularly checking blocklists (or blacklists) to see if your domain or IP has been listed due to high complaint rates or other issues.
Using mailto links exclusively in the List-Unsubscribe header, as this method requires user interaction and doesn't fully support one-click unsubscribe.
Expert tips
Segment your email lists carefully to send relevant content to engaged subscribers, reducing the need for unsubscribes.
Provide a preference center for subscribers to manage their subscriptions, offering an alternative to a full unsubscribe and retaining some engagement.
Actively solicit feedback from subscribers to understand why they might unsubscribe, using insights to improve your email strategy.
Implement DMARC authentication to further protect your domain from spoofing and improve overall email trust.
Consider transactional emails versus marketing emails carefully, as unsubscribe requirements may differ for each category.
Marketer view
Marketer from Email Geeks says they don't have a true Postmaster like many other ESPs, which makes resolving deliverability issues more challenging.
2024-08-14 - Email Geeks
Marketer view
Marketer from Email Geeks says GoHighLevel did not initially have one-click unsubscribe implemented, and this would eventually impact their clients significantly.
2024-08-14 - Email Geeks
Staying compliant
The transition to stricter email sending requirements, especially concerning one-click unsubscribe and List-Unsubscribe headers, is a significant shift in the email marketing landscape. While initial observations suggested GoHighLevel might have been lagging, their documented efforts to implement these features indicate a move towards compliance.
For GoHighLevel users, the key takeaway is to actively verify the presence and proper configuration of the List-Unsubscribe and List-Unsubscribe-Post headers in their email campaigns. This ensures that you meet the technical requirements of RFC 8058 and the mandates from Google and Yahoo, irrespective of how email clients render the unsubscribe option.
By prioritizing easy unsubscription, not only do you comply with evolving standards and avoid potential blocklists (or blacklists), but you also cultivate a healthier sending reputation and a more engaged subscriber base. Proactive monitoring and adherence to these best practices are essential for long-term email marketing success.
Google and 
Yahoo implementing stricter requirements. One of the most significant changes concerns one-click unsubscribe functionality and the proper use of List-Unsubscribe headers. This has sparked discussions and concerns among users of various email platforms, including GoHighLevel. Many wonder if their emails sent through GoHighLevel fully comply with these new mandates, especially after initial reports indicated some potential gaps.
Gmail and Yahoo began enforcing new sender requirements primarily aimed at bulk senders, defined as those sending over 5,000 emails per day. A cornerstone of these requirements is the mandatory implementation of one-click unsubscribe for marketing messages. This means that if you're sending a high volume of emails, your emails must include a List-Unsubscribe header that supports one-click functionality, as per RFC 8058. The deadline for this specific requirement for bulk senders was June 1, 2024.
