Is Specialists Marketing Services, Inc. covered by California DROP?
Yes — in DROP scope. Specialists Marketing Services, Inc. (DBA Specialists Marketing Services, Inc.) is listed on the 2026 California Data Broker Registry. Registered data brokers must process deletion requests submitted through DROP, starting August 1, 2026.
Unverified: we have not confirmed this broker in DROP's own in-app broker list (that list is only visible inside DROP). Registry data last modified July 29, 2026.
The broker answered “No” (or did not answer) for regulation under FCRA, GLBA, IIPPA, CMIA and HIPAA. Other exemptions (for example publicly available information or data you gave the business directly) can still apply.
Registration information
| Registered name | Specialists Marketing Services, Inc. |
|---|---|
| Doing business as | Specialists Marketing Services, Inc. |
| Website | www.sms-inc.com |
| Privacy rights / deletion page | https://sms-inc.com/privacy-notice/ https://sms-inc.com/do-not-sell-or-share-my-personal-information/ https://sms-inc.com/limit-my-sensitive-personal-information-ca/ https://sms-inc.com/personal-information-correct/ https://sms-inc.com/personal-information-shared/ |
| Contact email (as registered) | dataprivacyteam@sms-inc.com |
| Phone (as registered) | 2018655800 |
| Address (as registered) | 250 Pehle Avenue, Suite 200, Saddle Brook, New Jersey, 07663, UNITED STATES |
| Registry years found |
Earlier years are matched to previous CPPA/DOJ registry files by name or website and may miss renamed companies. |
Data categories it reports collecting
The registry asks every broker Yes/No questions about these specific categories. It does not list everything a broker collects.
| Personal information of minors | No |
|---|---|
| Account logins / account numbers with security codes | No |
| Government-issued ID numbers | No |
| Citizenship / immigration status | No |
| Union membership status | No |
| Sexual orientation | No |
| Gender identity / expression | Yes |
| Biometric data | No |
| Precise geolocation | No |
| Reproductive health care data | No |
Who it says it sold or shared data with (past year)
| A foreign actor | No |
|---|---|
| The federal government | No |
| Other state governments | No |
| Law enforcement (except when required by subpoena or court order) | No |
| A developer of a generative AI system or model | No |
Regulation under other privacy laws
| Fair Credit Reporting Act (FCRA) | No |
|---|---|
| Gramm-Leach-Bliley Act (GLBA) | No |
| California Insurance Information and Privacy Protection Act (IIPPA) | No |
| California Confidentiality of Medical Information Act (CMIA) | No |
| HIPAA (HIPAA) | No |
Consumer request metrics it reported
Shown exactly as reported. Column labels are the CPPA's; they reference 2024 even though the CPPA page describes this registry as covering 2025 activity.
| Requests to delete - Total requests received | 58307 |
|---|---|
| Requests to delete - Total requests received - Complied in whole | 55994 |
| Requests to delete - Total requests received - Complied in part | 0 |
| Requests to delete - Total requests received - Denied | 2313 |
| Requests to delete - The number of days to respond substantively to a request to delete in 2024 - Mean | 5 |
| Requests to delete - The number of days to respond substantively to a request to delete in 2024 - Median | 3 |
| Requests to know what personal information is being collected - Total requests received | 2 |
| Requests to know what personal information is being collected - Total requests received - Complied in whole | 2 |
| Requests to know what personal information is being collected - Total requests received - Complied in part | 0 |
| Requests to know what personal information is being collected - Total requests received - Denied | 0 |
| Requests to know what personal information is being collected - The number of days to respond substantively to a request to know in 2024 - Mean | 23 |
| Requests to know what personal information is being collected - The number of days to respond substantively to a request to know in 2024 - Median | 23 |
| Requests to know what personal information is sold or shared - Total requests received | 2 |
| Requests to know what personal information is sold or shared - Total requests received - Complied in whole | 2 |
| Requests to know what personal information is sold or shared - Total requests received - Complied in part | 0 |
| Requests to know what personal information is sold or shared - Total requests received - Denied | 0 |
| Requests to know what personal information is sold or shared - The number of days to respond substantively to a request to know what personal information is sold or shared in 2024 - Mean | 23 |
| Requests to know what personal information is sold or shared - The number of days to respond substantively to a request to know what personal information is sold or shared in 2024 - Median | 23 |
| Requests to opt out of sale or sharing - Total requests received | 320 |
| Requests to opt out of sale or sharing - Total requests received - Complied in whole | 213 |
| Requests to opt out of sale or sharing - Total requests received - Complied in part | 0 |
| Requests to opt out of sale or sharing - Total requests received - Denied | 107 |
| Requests to opt out of sale or sharing - The number of days to respond substantively to a request to know in 2024 - Mean | 5 |
| Requests to opt out of sale or sharing - The number of days to respond substantively to a request to know in 2024 - Median | 3 |
| Requests to limit the use and disclosure of sensitive personal information - Total requests received | 2 |
| Requests to limit the use and disclosure of sensitive personal information - Total requests received - Complied in whole | 2 |
| Requests to limit the use and disclosure of sensitive personal information - Total requests received - Complied in part | 0 |
| Requests to limit the use and disclosure of sensitive personal information - Total requests received - Denied | 0 |
| Requests to limit the use and disclosure of sensitive personal information - The number of days to respond substantively to a request to know in 2024 - Mean | 3 |
| Requests to limit the use and disclosure of sensitive personal information - The number of days to respond substantively to a request to know in 2024 - Median | 5 |
Additional comments from the broker
For clarification purposes - We do not collect gender directly from consumers. We infer a gender attribute (male/female/ambiguous) using name-based tables. This attribute is probabilistic and not intended as a statement of a consumer’s self-identified gender identity or expression. In 2024, we received 58,307 deletion requests. Of these, 16,514 resulted in actual deletion of records, and 39,480 requests were fulfilled by confirming that no personal information existed for the consumer. Both scenarios are reported as "complied in full", as the request was fully honored. We reported 2,313 requests "denied" because the information provided was insufficient to verify the consumer's identity. No requests were partially fulfilled. In 2024, we received 320 opt-out requests. Of these, 46 resulted in opt-outs, and 167 requests were fulfilled by confirming no personal information existed for the consumer. Both scenarios are reported as "complied in full", as the request was fully honored. We reported 107 "denied" because the information provided was insufficient to verify the consumer's identity. No requests were partially fulfilled.
Sources
- California Data Broker Registry (CPPA) — registry CSV, last modified July 29, 2026, retrieved October 17, 2026
- How DROP works (privacy.ca.gov)