Consent and compliance
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.
Also calledconsentsubscription
On WhatsApp it is a requirement, and a good record captures the exact wording shown, where it was collected, and when. Opt-in is scoped by purpose: someone who messaged you about an order has not agreed to receive promotions. Treating those as the same consent is the most common cause of a damaged sender reputation.
More in Consent and compliance
Worth knowing alongside it.
- Opt-out
- An opt-out is a customer's instruction to stop receiving messages, usually given by replying with a keyword such as stop or unsubscribe.
- Suppression list
- A suppression list is the set of contacts a business must not message, built from opt-outs, bounces, complaints, and manual exclusions.
- 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.
- 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.