Consent and compliance
Double opt-in
Double opt-in is a consent pattern where a customer confirms their subscription a second time, usually by replying to a confirmation message, before any marketing is sent.
Also calledconfirmed opt-in
It reduces list size and improves everything else: engagement, deliverability, and the quality rating your number depends on. It also produces a much stronger record if anyone later asks whether a person agreed. On messaging channels, where a complaint costs more than it does in email, it is worth the friction.
More in Consent and compliance
Worth knowing alongside it.
- Opt-in
- An opt-in is a recorded agreement from a customer to receive messages from a business on a specific channel for a specific purpose.
- Quality rating
- Quality rating is Meta's assessment of how customers react to messages from a WhatsApp number or template, based largely on blocks and reports.