Important Opt-Out Threshold Updates
Opt-Outs are responses sent by consumers requesting that a message sender no longer contact the consumer (i.e. STOP, QUIT, and any other reasonable indication that the consumer no longer wants to receive messages). The Opt-Out Threshold is set by Mobile Network Operators (MNOs) and can vary by MNO or be changed at any time. The Threshold is typically a percentage that reflects the portion of outgoing messages in a single messaging campaign over a period of 30 days to which consumers have responded with an Opt-Out. For example, if 100 messages are sent and five consumers opt-out of receiving further messages, the Opt-Out Threshold is 5%.
Why is the Opt-Out Threshold important for MNOs?
Consumer Protection: The Opt-Out Threshold is vital in protecting consumers from unwanted messaging. It ensures that customers are aware of and can reject messaging that might result in unwanted fees or subscriptions, reducing the risk of negative customer experiences and potential complaints.
Transparency and Trust: By clearly defining a mechanism for how consumers can opt-out of messaging, we are helping our customers to enhance the consumer experience. Customers feel more informed and confident in their relationship with their Wireless Telecommunication Provider, which helps foster trust.
Compliance with Regulations: Many regions have strict regulations governing telecommunications billing practices, especially in terms of hidden charges or services that consumers have not explicitly signed up for. The Opt-Out Threshold helps MNOs stay compliant with these laws and avoid legal complications, fines, or penalties.
MNO “Red Flags”
The Opt-Out Threshold is the very first Red Flag that the MNOs have as an automated trigger within their Messaging platforms. In the event that any messaging campaign exceeds this threshold for the MNOs (and each threshold is different), then a red flag is triggered and the MNO will investigate the messaging for complete compliance. If they find evidence of an “Opt-in or Opt-out infraction”, then a full investigation will take place and the MNOs can request either a suspension or full termination of the account.
