Brands For Less does not support unverifying, editing, or removing the registered email ID from a customer account once it has been added. This is due to strict data security, privacy, and information security (infosec) compliance protocols.
Once an email address is verified and linked to an account, it becomes a permanent identifier for access and communication. There is no manual override or system option for unverifying or deleting an email ID from the account — neither by the customer nor by our support team.
Email ID is a primary identifier and used for login, communication, and account actions (e.g., deletion, security alerts).
Unverifying or removing an email ID may compromise account security or cause unauthorized access.
Infosec compliance strictly prohibits internal edits to a customer's verified email address.
For account deletion, the registered email is mandatory to receive the deletion link.
If the customer:
Entered a wrong email (typo or incorrect address)
No longer has access to the registered email
Accidentally used someone else's email
They can:
Contact the email provider (e.g., Gmail, Outlook, Yahoo) to gain access or reclaim the email.
If they don't want to use the current account, they can:
Delete the BFL account using the option in the app (but requires access to the registered email to confirm as deletion link will be sent to the email ID. Hence if the email ID is incorrect, checking with mailbox provider is the only option)
Create a new account with the correct email and a new mobile number.
Remember, all the Loyalty points, Wallet balance in an account can be utilized even if the email ID is incorrect. Customer can redeem the wallet and points at any of our stores by providing the OTP sent to their registered phone number. Alternatively, they can send message " LOYALTY-SmileMore " to this number: +971 4 825 2526 through WhatsApp from their registered mobile number and redeem the points / vouchers / wallet for any of the store purchases.
Support agents cannot modify, remove, or unverify the registered email under any condition.
Customers can:
Change the registered mobile number anytime via the app:
Open the BFL App
Go to Account > Account Details
Tap on the phone number field and update it
Thank you for contacting us.
For security reasons, we’re unable to modify or remove the registered email ID from your account once it's verified. If the email was added incorrectly or is no longer accessible, we recommend reaching out to your email provider for support.
If you no longer wish to use this account, you may delete it through the BFL app — however, please note that access to the registered email is required to confirm the deletion.
However, good news! You can still redeem your wallet balance, vouchers and loyalty points:
Visit any of our stores and redeem these for any of your store purchase by using the OTP sent to your registered mobile. Also, On WhatsApp — just send "LOYALTY-SmileMore" to +971 4 825 2526 from your registered mobile number and you can redeem the points/wallet or vouchers by showing this at the store.
You can update your mobile number anytime in the app under Account Details.
I understand you're looking to change or remove your email.
Unfortunately, we’re not able to unverify or edit the email linked to your account due to our strict security and data protection policies.
If it’s an incorrect email, you can contact your email provider to recover it.Alternatively, you can create a new BFL account using the correct email. For account deletion, access to the registered email is mandatory since the confirmation is sent there.
Meanwhile, you can still use your vouchers, wallet balance and loyalty points.
Visit any of our stores and redeem these for any of your store purchase by using the OTP sent to your registered mobile. Also, On WhatsApp — just send "LOYALTY-SmileMore" to +971 4 825 2526 from your registered mobile number and you can redeem the points/wallet or vouchers by showing this at the store.
You can still update your mobile number in the app under Account > Account Details.
Dear [Customer Name],
Thank you for reaching out.
Kindly note that we are unable to remove, unverify, or modify the registered email ID on your Brands For Less account. This restriction is in place to ensure the highest standards of customer data protection and information security.
If the email address is incorrect or no longer accessible, we recommend contacting your email service provider to retrieve or manage the account.
However, you can still redeem your wallet balance, loyalty points, and vouchers for a store purchase by:
Visiting any of our stores and providing the OTP sent to your registered mobile number
Sending “LOYALTY-SmileMore” via WhatsApp from your registered mobile to +971 4 825 2526,
You can redeem the wallet or points by showing the barcode at the counter during checkout
For accessing the available coupons you earned, please click “Show Coupons” from the menu
If you wish to delete your BFL account, you may do so via the app. However, please be informed that access to your registered email is required to confirm the deletion request.
You may update your mobile number through the BFL app by going to:
Account > Account Details > Phone NumberWe remain at your service for any further assistance.
Warm regards,
Brands For Less Customer Support Team
