Opt-in
A recipient explicitly granting permission to be contacted by call or text.
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A recipient explicitly granting permission to be contacted by call or text.
Opt-in is the act of someone giving permission to be contacted. For SMS it is the legal basis for sending, and under the TCPA marketing messages to mobile numbers generally require prior express written consent.
A defensible opt-in record captures what the person agreed to, when, and how — the timestamp, the source, and the exact wording shown at the point of consent. Vague or inherited consent is difficult to rely on if a complaint arises.
Consent does not make a number reachable. An opted-in landline still cannot receive SMS, and an opted-in number that has since been disconnected or reassigned still fails. Consent and validity are separate checks and both are needed.
Related terms
- TCPA — The US Telephone Consumer Protection Act, which governs automated calls and text messages.
- DNC list — A registry of phone numbers that must not be contacted for marketing purposes.
- A2P messaging — Application-to-person SMS — messages sent by software to a person, rather than between two people.
- Reassigned number — A number reissued to a new subscriber after the previous holder gave it up.