What is Double Opt-In and Why Does It Matter for Building a High-Quality Customer Database?

Double opt-in is a two-step process for subscribing to a contact database: first, a user submits their phone number (for example, via a website, a pop-up, or by scanning a QR or NFC code). Then, the user confirms their subscription by clicking a link or entering a verification code. Only after this confirmation are their details added to the database.

Why is double opt-in so important for lead quality at 2way?

Double opt-in acts as a quality filter. It immediately separates valuable contacts from phone numbers entered incorrectly, provided by mistake, or made up to bypass a form. As a result, your database contains only people genuinely interested in communicating with your brand.

The outcome: higher campaign effectiveness, reduced marketing costs, and reliable data to support your sales decisions. This simple step stabilizes the quality of your entire database and ensures you are working with real, responsive contacts.

Since 2WAY operates mainly in the SMS inbox of your leads, we’re able to consistently drive high-intent traffic that proves its potential with a very high double opt-in rate. 

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