However, if they're using some other carrier or rolling their own VOIP setup, etc., or sending from a toll-free number instead of a shortcode, there's no guarantee that their particular platform will honor STOP. And there's no way for you, as a recipient, to know which is which.
Generally I will reply STOP if it's something I know I signed up for but no longer want. Things I never signed up for just get reported as spam and I don't reply.