How Does a Customer Opt-in (or Double Opt-In)?
Written by Pat Parkhill
Updated at August 4th, 2025
Gathering consent from a customer is essential for automated programs (such as SMS campaigns). Consent is typically gathered via existing communication channels, such as:
- Agent communication
- IVR
- Web-based
- Keyword
Double Opt-in
A "double opt-in" requires that a customer take action to confirm their original opt-in. For example: if a customer signs up for an SMS program online (via website), an SMS message may be sent to the customer asking them to text back to confirm their enrollment. Until that second confirmation is received, the user is not opted-in.
When prompting for a double opt-in, the failure rate for opt-in confirmation is will considerably outweigh the success rate:
- Consumers typically ignore the call to action and do not confirm the opt-in.
- 80% failure rate for double opt-in can be expected.
- Double opt-in is no longer necessary from a CTIA compliance perspective. If client compliance requires double opt-in, it is strongly encourage to measure the rate of double opt-in messages sent vs. confirmations received to evaluate the impact/success of your campaigns.
Tracking Opt-Ins vs. Opt-Outs
For both toll-free numbers and shortcodes, all opt-outs are noted in Contact Manager with consent being tied to the individual.