Described are techniques and mechanisms for easily allowing a user to unsubscribe ("opt out") from receiving subsequent messages in a particular message thread. Generally stated, a component maintains information about a message thread that a user has indicated a desire to opt out of. The information includes identifying information about the message thread and an indication that a particular user desires to receive no further messages in the thread. New messages that are identified as belonging to that thread are handled in some fashion that differs from ordinary messages. For example, the messages may simply be deleted, may be held at a message server, may be redirected to a special storage location, or the like. The user indicates the desire to opt out through a user interface mechanism that is available in connection with the user viewing a message in the particular thread. Optionally, the user may have the ability to re-subscribe ("opt in") to the thread.