Google has updated how the unsubscribe option appears in Gmail. Instead of opening an email to find the option, users can now trigger unsubscribe by hovering over the message. This change has been reported by Google Workspace’s cloud services team as a streamlined way to help people opt out with less friction.
On Gmail apps for iOS and Android, the unsubscribe control now sits in the top bar of an open email, replacing the previous location in the ellipsis menu. This makes unsubscribing quicker and more visible on mobile devices.
In addition, the option to
Report Spam and Unsubscribe has been phased out. Instead, users are presented with a straightforward path to cancel subscriptions from unwanted addresses. Spam reporting has been moved to a separate article. Google has explained the shift as a move to protect the reputation of legitimate senders whose lists are used for legitimate purposes and to avoid penalizing them when newsletters and transactional emails are misinterpreted as spam.
Google notes that many unsolicited messages may reach inboxes even when recipients initially signed up with brands or organizations. Marking such emails as spam can negatively affect a sender’s reputation and deliverability in the future. By redesigning the button wording, Google aims to give users a clearer choice between unsubscribing and reporting spam. The emphasis is on reducing friction for users while preserving the integrity of email senders who rely on opt-in lists.
There has also been prior guidance from Google about account inactivity and related changes. These updates reflect ongoing efforts to balance user control with the health of email ecosystems and legitimate marketing practices, while keeping deliverability and user experience in focus.