Confirmed Opt-In (SMS)

What’s the difference between SMS Single Opt-In and Double Opt-In?

SMS Single Opt-in and Double Opt-in are two methods used for obtaining consent from users to receive SMS messages.

Single Opt-in involves a user providing their phone number and agreeing to receive SMS messages without any additional confirmation steps. This method is quick and easy for users, as they only need to provide their phone number once. However, it may result in a higher risk of invalid or incorrect phone numbers being used, as there is no verification process. It can be suitable for certain low-risk scenarios where immediate access is desired.

Double Opt-in, on the other hand, requires an additional step for confirmation. After a user provides their phone number, they will receive an SMS verification message asking them to confirm their subscription by replying or clicking on a link. This method ensures that the provided phone number belongs to the user and reduces the chances of incorrect or invalid numbers being used. It also helps in complying with legal requirements and preventing spam.

What does a Single Opt-in and Double Opt-in look like?

The Single Opt-In is on the left. The Double Opt-In is on the right.

What are the benefits of Double Opt-in?

Double Opt-in offers increased accuracy and validation of phone numbers, reducing the chances of errors or fraudulent subscriptions. It provides an extra layer of consent verification and helps in building a more engaged audience. It is particularly useful when compliance with regulations such as GDPR (General Data Protection Regulation) is required.

The choice between the two methods depends on factors such as the level of risk tolerance, compliance requirements, and desired audience engagement levels. While Single Opt-in is quick and easy, Double Opt-in provides enhanced security, accuracy, compliance, and engagement opportunities. Engage by Sailthru recommends using Double Opt-in for all or promotional messaging which can be used for abandon flow messaging, back in stock or wishlist notifications.

Enable Single & Double Opt-in

Single and Double Opt in functionality are enabled at the SMS From Number level giving you flexibility in deciding how each SMS From Number is used across your account.

When your account is provisioned for SMS you will be given the option to enable your SMS From Number as single or double opt in. Double opt in can be enabled at a later date, however, it cannot be removed once added.

The SMS provisioning process is done in partnership with your CSM and Implementation Manager.

Enable single opt-in

1. Engage by Sailthru will add your SMS From Number as a single opt-in.
2. The following user profile statuses will be available with this method:
   • opt-in - subscriber has provided initial consent and can receive SMS messaging from a single opt in SMS From Numbers
   • opt-out - subscriber has opted out of SMS messaging
3. To view an SMS user profile’s opt-in status you can use the API Test tool or make a GET call to the user API and type the following:
   Copy

   {
   "id":"+15551234567", //requires +[country_code]
   "key": "sms"
   }

Single opt-in flow

1. Consent received

The first step in the single opt-in flow is receiving consent from a recipient. SMS consent can be received using any of the following sign-up methods:

• Hosted Pages
• Overlay
• Checkout page
• API
• User Profile Importer

2. Status change

Once consent has been given, the user profile status will reflect opt-in based on the SMS use case: marketing or transactional.

3. Check opt-in status

To view a user profile’s opt-in status, use the API Test tool or make a GET call to the user API, and type the following:

{
"id":"+15551234567", //requires +[country_code]
"key": "sms"
}

This brings up information around the user profile - including the information for sms_marketing_status and sms_transactional_status. These values will be set to opt-out if they've opted out of receiving SMS messages or opt-in if they’ve consented to receive SMS messages.

For more information on building out your SMS Channel, visit our SMS Resource Center.

Enable double opt-in

Engage by Sailthru will update your SMS From Number as a double opt-in.

The following user profile statuses will be available with this method:

• opt-in - subscriber has provided initial consent and can receive SMS messaging from a single opt in SMS From Numbers
• pending - subscriber has received a primer message and can no longer receive any SMS messaging until second consent has been provided
• double opt-in - subscriber has given their second consent and can receive SMS messaging from both single and double opt in SMS From Numbers
• opt-out - subscriber has opted out of SMS messaging

When enabling double opt-in there are a series of four SMS messages that will need to be configured during provisioning:

• Primer Message - this is the first SMS message that will be sent to subscribers immediately after giving their first consent.
• Unrecognized Response Message - this SMS message will be prompted if the subscriber submits any keywords beyond Opt in/Yes or Stop/Opt out.
• Opt in Auto Reply Message - once the subscriber has submitted Opt in or Yes to receiving SMS messages, this message will be sent.
• Opt out Auto Reply Message - once the subscriber has submitted Opt out or Stop to receiving SMS messages, this message will be sent. This message type cannot be customized and the following default auto reply will be given.
  • Default: NETWORK MSG: You replied with the word “stop” which blocks all texts sent from this number. Text back “unstop” or “start” to receive messages again.

For some double opt in messages, you will have the ability to customize your messaging:

• Primer Message - If you choose to customize the default primer message, you must use the following template tags to personalize it:
  • {{ name }} - subscriber’s first name
  • {{ customer }} - your organization’s name
    Example:

    Karl, Engage by Sailthru would like to send you promotional messages. Reply YES to Opt In. Msg and data rates may apply.

• Unrecognized Response Message - should be a generic message as template tags are not available for this message type.

  Example:

  I don't understand that. Please reply YES to Opt In or STOP to Opt-Out or call us at 1-800-123-4567

• Opt in Auto Reply Message - should be a generic message as template tags are not available for this message type.

  Example:

  Thanks for opting in to Engage by Sailthru! If you need to take a break from these messages, just reply STOP to opt-out at any time. When you’re ready to get the messages again, just reply START! Msg and data rates may apply.

Double Opt in Flow

For this first SMS Double Opt in release, the primer message will be triggered using Lifecycle Optimizer’s List Joined or Audience Entry entry points. These will be the only two options available to trigger a primer message automatically to get a subscriber’s second “written” consent.

Double Opt-in Requirements

Initial SMS consent received by a subscriber will be supported by any of the following sign-up methods:

• Hosted Pages
• Overlay
• Checkout page
• API
• User Profile Importer (only with Audience Entry)

When uploading users to Sailthru they will have to go through the full Double Opt-in process, we will not be able to bypass getting the second opt-in consent to receive SMS messages.

Sign-up method

The sign-up method used will need to ensure the following SMS Requirements are met:

• An input field with name=”sms”
• For marketing consent, a field with name="sms_marketing_status" and value="opt-in"
• For transactional consent, a field with name="sms_transactional_status" and value="opt-in"
• Double Opt in Only - A single natural list must be chosen.
  • This is needed in order to trigger the “List Joined” entry event for the LO “Send SMS Opt-in Primer” Flow
  • We recommend creating a single SMS list for subscribers that need to go through Double Opt in. Subscribers can then be added to alternate lists when the second consent is provided.

Create a flow

1. Create the “Send SMS Opt-in Primer” Flow in Lifecycle Optimizer
2. Select New Flow
3. Select List Joined entry point
4. Select the list that was created for Double Opt In consent
5. Add an Action step
6. Select “Send SMS Opt-in Primer”
7. Select the Double Opt-in SMS From Number
8. Update Status to Active by selecting “Launch Now”
9. Select Save

For more information on building out your SMS Channel, visit our SMS Resource Center.

Additional Double Opt-in Notes

• Once a primer is sent to a subscriber, the user profile status is automatically updated from opt-in to pending for the SMS use case, marketing or transactional, the double opt-in number is associated with.
• Subscribers in a “pending” status will not be able to receive SMS messages from either a Single or Double Opt in From Number. We do have guardrails in place to prevent any SMS messages going out to a subscriber in this status. The only exception that is allowed will be the ability to resend the Primer message no more than once a day. This can be done in LO by adding a check event within your existing “Send SMS Opt-in Primer” Flow in Lifecycle Optimizer or create a new flow that will resend the primer message if the user profile SMS status shows “pending”.
• When a subscriber has responded to the primer message, their SMS status will reflect their response accordingly
  • “double opt-in” - subscriber has given their second consent and can receive SMS messaging from both single and double opt in SMS From Numbers
  • “opt-out” - subscriber has opted out of SMS messaging