Upon announcement on 22 August 2024, Plum said that it was "created with love, heartache, forgiveness and care in mind. It's personal and kind of like I'm sharing pages from my diary with you, but it's time for it to fly free."[3]
The album was supported by a 10-date Australian tour in October and November 2024.[5]
In May 2025, Plum will support the album with an 18-date regional Australian tour.[6]
Giselle Au-Nhien Nguyen from The Guardian said "The Gamilaraay musician's second album is filled with light and shade, resilience and humour – though it doesn't quite match the highs of her debut."[7]
AAA Backstage said the album "showcases Thelma's growth as an artist and storyteller, weaving together tales of heartbreak, love, and personal reflection."[8]
Lars Brandle from Rolling Stone Australia said "On her second album, I'm Sorry, Now Say It Back, Plum finds that sweet balance, by unspooling lyrics full of raw honesty, humanity laid bare, delivered in her unmistakable, vibrato-hewn voice and soundtracked with studio polish, strings, and delicious melodies".[5]
Jeff Jenkins from Stack Magazine said "I'm Sorry, Now Say it Back is the sound of a young woman who's very much in charge, but not afraid to share her vulnerabilities."[9]
Triple J said "Each track serves as a journal entry of her raw emotion that's been condensed into catchy indie folk pop for self-acceptance and pulling yourself up by the bootstraps."[10]