Most mobile programs require a ‘double opt-in’.
Here is what it is and why it is there:
In order for someone to start to receive text messaging they must opt in for the communications. This opt in process is different between email on mobile/text messaging. This is due to the cost of text messaging and mobile plans. Remember not all text messaging plans are created equal, there are still mobile phone plans out there that charge per text message. To prevent unnecessary costs to the consumer there is a double opt in rule to ensure the subscriber is aware of what they are signing up for. This also helps prevent spam onto your phone
In order for a company to send you a text messaging or IMs (different than a mobile apps) you must agree to 2 things:
- enroll into the mobile program (subscribe)
- and validate that the mobile number that was given is in fact your mobile number. Usually the users is required to text ‘Y’ or ‘Yes’ back to the confirmation text – this would be your second opt in.
Mobile communication subscriptions work a little different than email subscriptions. Due to the cost structure when you enroll into a mobile program, you are only enrolling into a single program. Unlike email, when you subscribe to receive emails from retailer – your email is enrolled into all the retailers email programs. *Mobile requires the user to opt into every program individually.
Ideally this mechanism should be sufficient to establish the subscriber’s willingness to participate in the program and possession of the handset/device. The opt-in applies to the specific program and should not be used as a blanket approval to promote other programs, products or services.
When you opt out of the mobile program, the return messaging should reference the specific program the subscriber has opted-out from. No further messages should be sent to the subscriber from this program, including marketing messages for any related or unrelated programs
* email programs – plural, this is what we call in the industry global opt in and local opt out
