Opt-In
Opt-in quality decides everything downstream: marketing texts need express written consent with full disclosure, and the proof matters as much as the act.
Opt-in is the foundation of lawful texting, but it is tiered. Informational messages to an existing customer may rest on prior express consent (providing a number in a transaction context), while marketing requires prior express written consent: a signed, affirmative act — typically an unchecked checkbox — alongside specific disclosures.
A compliant marketing opt-in shows the brand name, message purpose and frequency, "Msg & data rates may apply," STOP/HELP instructions, a consent-not-required-for-purchase statement, and links to terms and privacy policy.
The operational half is evidence: who opted in, when, from what page, seeing what language. Without retained proof, an opt-in legally indistinguishable from no opt-in once a claim arrives.
Frequently asked questions
Related glossary terms
Express written consent is the TCPA standard for marketing SMS — a clear, conspicuous disclosure with a separate, unchecked affirmative opt-in by the consumer, retained as evidence.
The publicly accessible web page where TCR reviewers and carriers can verify the consent flow during 10DLC campaign approval.
Double opt-in adds a confirmation step to SMS signup: after the form, the subscriber must reply YES (or click a link) before receiving messages. The TCPA does not require it, but several platforms and carriers strongly favor it.