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Double opt-in vs. single opt-in

Last updated: November 5, 2025 at 10:59 PM

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The double/single opt-in process is configured on the Form level. By default, forms for email marketing lists use double opt-in, while forms for SMS marketing lists that collect only phone numbers use single opt-in.

Whether you use double opt-in or single opt-in is a decision you should make based on what makes sense for your business and how each list will be used. Below, we will walk you through each option and the pros and cons for each.

Take note

Double opt-in is not available for SMS marketing list forms.

What is a double opt-in?

Email marketing lists only.

A double opt-in is a two-step process an email contact must go through in order to be added to your email marketing list as an active contact, so they can begin receiving email campaigns:

1. Step 1: Submit form. Subscribers are added as “unconfirmed” contacts to your list. You cannot send any emails to contacts that have this status.
2. Step 2: Confirm subscription/interest. Once a subscriber submits your form, they are sent an email with a confirmation link. If they click on the confirmation link, their status is changed from “Unconfirmed” to “Active” and you can now send emails to them.

If an email contact does not confirm their status, they cannot receive any emails sent to that list.

Pros of a double opt-in:

• Ensures email contacts want to hear from you and that their information is correct.
• Email contacts who go through a double opt-in are more likely to engage with your communications.
• You'll have fewer spam complaints, which may help your deliverability.
• Satisfies requirements from some countries/regions that require a double opt-in process.
• Helps guard against spam contacts from being added as active contacts to your account.

Cons of a double opt-in:

• Some contacts who want to hear from you may not complete the second step of your double opt-in process, which means they won't receive your messages.
• You may have a slightly smaller list of active contacts than if you were using a single opt-in.

To ensure your double opt-in is enabled, view this help document.

What is a single opt-in?

A single opt-in means that email or SMS contacts will not be asked to confirm their subscription to your list. Once they submit your form, subscribers are added as “Active” contacts to your list right away.

Pros of a single opt-in:

• Allows email or SMS contacts to join your list so they can start receiving messages right away.
• One less step a contact needs to take before they receive messages from you.

Cons of a single opt-in:

• For email contacts:
  • Contacts may end up on your list who did not want to receive messages from you, and they may mark your email as spam. This can hurt your deliverability.
  • Spam contacts are added to your list as active contacts.
• For SMS contacts:
  • Contacts may end up on your list who did not want to receive messages from you, and they may STOP reply to your SMS. This will unsubscribe the contact from your SMS marketing list.

To enable single opt-in for your form, view this help document.

See Also

• Double opt-in vs. single opt-in

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