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Opt-ins, consent, and subscription statuses

Learn how consent is collectes, recorded on contact profiles, and best practices for WhatsApp, Email, and SMS compliance.

Single consent vs double consent

When creating a sign-up form, you can choose the 'form to sign-up' option, which asks users to enter their email address or phone number in order to subscribe to Email, SMS, or WhatsApp, and to be added to a specific list.

Lists are set up to require either single consent or double consent. If you set up a list to require double consent, customers will need to perform an additional step before they are subscribed and added to th specified list.

Single consent

If the list you are using is set up for single consent only, then customers will be marked as 'subscribed' as soon as they submit their email address or phone number, and will be added to the specified list.

Double consent

If the list you are using is set up for double consent, then customers will be sent an email, SMS, or WhatsApp message as soon as they submit their email address or phone number.

This message will ask the customer to confirm that they want to subscribe on that channel.

The customer must reply to that message to confirm that they want to subscribe. They will only be subscribed and added to the specified list if they reply with confirmation.

Contact subscription statuses

Channel-specific subscription statuses

  • Contacts can choose which channel(s) they subscribe to. This means that a contact could be subscribed to just one channel, or to multiple channels.

  • Understand that consent for WhatsApp does not imply consent for Email, or vice-versa.

Subscription statuses are recorded on contact profiles. For each channel, the available subscription statuses are:

  • Subscribed: This indicates that the customer has actively opted-in to receive marketing communication on that channel.

  • Unsubscribed: This indicates that the customer had opted-out of receiving marketing communication on that channel. Messages sent to this customer on this channel will not be delivered.

  • Blank: This indicates that the customer has neither opted-in, nor opted-out of receiving marketing communication on that channel. In certain circumstances, you can still send marketing messages to customers with a Blank subscription status.

WhatsApp compliance

Read more about WhatsApp's opt-in policies.

Consent requirements

  • Contacts must grant explicit consent to communicate using business-initiated WhatsApp messages.

  • Consent can be obtained via specific keywords in a WhatsApp thread or manually if they've given express and verifiable consent​.

Opt-in process

  • You can collect opt-ins on and off WhatsApp, including via your website, interactive voice response (IVR) flows, or in person with customers signing a physical document​​.

Best practices

  • Avoid messaging customers too frequently, provide clear opt-out instructions, and respect opt-out requests promptly to maintain customer satisfaction​​.

Regulatory compliance

  • Adhere to the WhatsApp Business Messaging Policy, which includes securing necessary notices and consents, protecting data, and complying with applicable laws​​.

Key laws

  • Ensure compliance with regulations like GDPR, especially when it comes to data protection and privacy​​.

Email compliance

Consent and unsubscribe options

  • Every email should include an unsubscribe link, allowing recipients to opt-out easily.

Compliance with laws

  • Adhere to key laws such as GDPR, CAN-SPAM Act, and CASL. These laws require explicit consent for email marketing and mandate clear opt-out mechanisms.

Best practices

  • Regularly update your email list to remove unengaged subscribers, ensure content relevance, and maintain email deliverability.

SMS compliance

Consent requirements

  • Obtain explicit consent before sending marketing messages. Consent can be captured through sign-up forms, in-store sign-ups, or via digital channels.

Opt-out mechanism

  • Provide a clear and easy way for contacts to opt out of SMS communications, such as texting a keyword like "STOP."

Compliance with laws

  • Follow regulations like TCPA (Telephone Consumer Protection Act) and GDPR, which mandate clear disclosure and consent for SMS marketing.

Best practices

  • Send messages during appropriate hours, personalize content, and keep the frequency of messages reasonable to avoid overwhelming subscribers.

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