Data-sharing choices

Do Not Sell My Personal Information

As the Un-carrier, we are 100% committed to our customers, which is why we want to take the time to explain exactly what the “Do Not Sell My Personal Information” link on T‑Mobile webpages and apps means. The purpose of this article is to explain (1) why T‑Mobile’s webpages and apps contain the “Do Not Sell” link, (2) what it means to “sell” “personal information,” as those terms are defined under California law (3) that T‑Mobile does not sell personal information that directly identifies you, even under the California definition of “sale,” (4) what happens if you tell T‑Mobile not to “sell” your personal information, (5) how T‑Mobile implements your choice to block it from “selling” your personal information, and (6) how T‑Mobile maintains your “Do Not Sell” Choice.

1. Why Does T‑Mobile Provide the “Do Not Sell” Link?

T‑Mobile provides the “Do Not Sell” link to comply with the California Consumer Privacy Act (CCPA), California Civil Code Section 1798.100 et seq., effective January 1, 2020. The CCPA is a new data protection law that provides California residents with certain choices about their data, including the ability to tell companies not to “sell” their personal information. The link is there to inform you of this choice. Although the CCPA only gives California residents the right to make these requests, we allow non-California residents with the same choices about their personal information please see our Privacy Notice.

2. What Does it Mean to “Sell” “Personal Information” Under the CCPA?

The CCPA broadens the definition of “sale” and “personal information” beyond how you might commonly interpret those terms.

Under the CCPA, “personal information” includes information that is not necessarily directly tied to an individual’s identity but may be associated with a device. This includes identifiers such as IP addresses, web cookies, web beacons, and mobile AdIDs. In many cases, this type of information is not associated with you, but they are unique identifiers that could be. Similarly, the term “sell” is defined to include not just selling in exchange for money, but also sharing or transferring personal information (including information that does not directly identify an individual as described above) in exchange for anything of value, which is not limited to the exchange of money. Certain things are not considered “sales,” including when (1) personal information is shared with a service provider that is contractually prohibited from using the personal information for any purpose beyond the service specifically requested (“service provider exception”), or (2) when the consumer has directed a company to disclose the personal information (“consumer directed exception”).

3. Does T‑Mobile “Sell” my Personal Information?

T‑Mobile does not sell information that directly identifies you, like your name, address, social security number, banking information, or phone records. In fact, we do not even share that type of information except with service providers who can use the information solely to provide a service on our behalf, when a consumer directs us to share the information, or in the limited additional circumstances outlined in our Privacy Notice (such as for fraud prevention purposes or where we are legally required to share the information).

However, the CCPA’s broad definitions of “sale” and “personal information” may deem the common flow of information in the digital analytics and advertising ecosystem to be a sale. Like most companies that operate commercial websites and apps, T‑Mobile utilizes online analytics to measure the ways users engage with our websites and apps. These analytics, in turn, inform how we perform online advertising. In order to provide these analytics and facilitate online advertising, T‑Mobile uses third-parties that collect device identifiers and place tags, cookies, beacons, and similar tracking mechanisms on our digital properties and on third-party digital properties. For instance, we may request that a third-party facilitate the placement of T‑Mobile ads on a particular website after a consumer has previously visited T‑ The third-parties we use for these purposes generally do this by placing a cookie on a user’s browser so it can identify that the same browser visited other websites. Similarly, where our digital properties provide space for advertisements, these third-parties may use identifiers such as cookies for websites, or the device’s mobile AdID for apps, to facilitate real-time bidding by advertisers.

Under T‑Mobile's personalized ads program, we use and analyze data from things like device and network diagnostic information (Android users only), apps on your device, and broadband information. This data helps us understand more about user interests (e.g., sports enthusiast, loves cooking, etc.). Using this information, we create groups known as “audience segments,” which may be used by T‑Mobile or sold to third parties to make ads more relevant to you. When we sell audience segments, we do not sell information that directly identifies customers, like name, address, or email. Rather, audience segments are associated with mobile advertising IDs, which are long set of numbers and letters. For example, this might say something like "2drdn43np2cMapen084" is a sports enthusiast." Take a look at our Advertising and Analytics article and T‑Mobile Privacy Notice for details. Where we can reasonably ensure via contract that the third-parties described above can and will use a device identifier solely to provide the specific service we have requested, and will not use or share the data for other purposes, we will not deem that sharing a “sale” under the service provider exception. In most cases, we’ve determined that our data analytics providers that measure the ways users engage with our websites and apps meet this standard and, accordingly, we will not block the sharing of an identifier with those entities even when you choose to opt-out through the “Do Not Sell” link.

In some cases, though, T‑Mobile does not ultimately control how such identifiers are used by some third-parties (particularly in some cases in the online advertising ecosystem), and so we can’t determine that all sharing with third-parties in these cases fall within the service provider exception under the law. As a result, we are currently treating our sharing with some of these third-parties as a “sale” under the CCPA.

4. What Happens when I Tell T‑Mobile not to “Sell” my Personal Information?

When a user of our websites/apps makes the “Do Not Sell” choice, we will attempt to block further sharing of the covered identifiers with the third-parties we engage on those digital properties or any other entity that does not fall within the service provider exception or the consumer directed exception.

Whether you opt out of the sale of your personal information or opt out using our advertising settings here, your info is not used in our ad program. Note that Assurance Wireless is not included in our ad program.

5. How Does T‑Mobile Implement my Choice to Block it from “Selling” my Personal Information?

The implementation of your choice to block the sale of your personal information is complex and will vary between T‑Mobile brands, websites, apps, and other digital properties. As general rule, however, when you click the “Do Not Sell” link, you will be provided two choices: (1) set a “Do Not Sell” preference using a cookie for the particular web domain (such as T‑ or or an app setting for a particular mobile app (such as T‑Mobile Tuesdays) that is not tied to your account, or (2) if you have or create accounts with us, you can sign in to your relevant T‑Mobile brand accounts and set a persistent “Do Not Sell” preference that we can store as part of our customer records for those respective accounts.

6. How Does T‑Mobile Maintain my “Do Not Sell” Choice?

For T‑Mobile websites, if you do not log in to your account (or do not have an account with us) and instead set a “Do Not Sell” preference that is specific to the site that you are visiting, please be aware that the setting will only work if your browser is set to accept cookies. Likewise, if you clear your browser cookies, the cookie-based “Do Not Sell” setting will be erased, and you will need to reset the setting for that web domain. For T‑Mobile apps, the local setting should remain until you specifically change it or clear app data on your device— but you should check the setting regularly to ensure it reflects your current choice.

If you choose to sign in and set a “Do Not Sell” setting tied to your account, such as T‑Mobile, Metro by T‑Mobile, or TVision, we will attempt to identify and honor that setting for the related Service whenever you are logged into that account. Please note that your setting for an account associated with one T‑Mobile brand will not apply across all T‑Mobile brands, and you will have to log into each brand account separately to set your preferences. For example, if you change your preferences with your main T‑Mobile account, those settings will not automatically apply to Metro by T‑Mobile or TVision.

These persistent settings will have no effect, however, when you have not signed-in to a T‑Mobile account. In that case, only the setting set for a particular website or app, if one exists, will apply. Please note that when you set a “Do Not Sell” setting in your account, we will attempt to also set your setting for the website or app you are using at that time – but again, that setting may not work depending on your settings and actions, for example, if your browser does not accept cookies or if you later delete cookies or reset device IDs or delete data on your app.

You can check the current status of your “Do Not Sell” setting for the specific T‑Mobile website or app and change that setting at any time by clicking on the link in the footer of the T‑Mobile webpage you are browsing or in the menu section of the T‑Mobile app you are using. For more information about T‑Mobile’s privacy practices and our approach to the CCPA, please see our Privacy Notice.

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