Glossary · CRM & retentionTOFU
Opt-in
The short answer
An opt-in is a customer's explicit permission to receive marketing messages through a specific channel — email, SMS or WhatsApp.
Opt-in matters for three reasons: it's increasingly a legal requirement under India's data protection framework, platforms like WhatsApp require it for business messaging, and opted-in audiences simply engage better.
Collecting opt-ins properly
- State clearly what they'll receive and on which channel
- Don't pre-tick boxes
- Record when and how consent was given
- Make opting out easy in every message
- Honour opt-outs immediately
Where to collect them
- Checkout — "Get order updates and offers on WhatsApp"
- Lead forms
- Click-to-WhatsApp ads — the conversation itself starts consent for replies
- In-store QR codes
- Account creation
In practice
Checkout is usually the highest-yield opt-in point for D2C brands: a clearly worded, unticked checkbox for WhatsApp order updates and offers. Transactional messages build trust; later marketing messages then land with people who already expect to hear from you.
Good opt-in practice
- Clear statement of what messages people will receive
- Separate consent per channel (email, WhatsApp, SMS)
- No pre-ticked boxes
- Easy opt-out in every message
- Records of consent stored securely
- Honouring opt-outs across systems
See WhatsApp marketing.
Opt-in in practice
At checkout, a customer ticks a box agreeing to receive WhatsApp updates and offers. The brand records when and how consent was given.
Opt-in best practices
- Clear, specific consent wording
- Separate consent for different channels
- Easy opt-out
- Records of consent
Opt-in in India
India's data-protection framework requires clear notice and consent, and telecom rules govern promotional SMS and calls. WhatsApp marketing also requires opt-in under Meta's policies.
Frequently asked questions
What is double opt-in?
A second confirmation step, usually by email, verifying the address and consent. It improves list quality.
Can we message customers who bought before but never opted in?
Transactional messages about their orders are generally expected. For marketing messages, get explicit opt-in first — it's both the compliant and the more effective approach.
Can we message customers who bought before without opt-in?
Transactional messages about their order are generally fine; marketing messages need appropriate consent.
Is double opt-in required?
Not always legally, but it improves list quality, especially for email.
Is pre-ticked consent valid?
Generally no — consent should be an active choice.
Can consent be collected on WhatsApp itself?
Yes — users can opt in through a WhatsApp conversation, recorded with a timestamp.
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