Opt-In Prompt

\ˈäpt\ \ˈin \ˈpräm(p)t\

An opt-in prompt asks users for permission to enable channels like push or SMS and should effectively communicate the value of the permission to get good results.

Definition

Opt-in prompts are messages that request users to enable a functionality such as SMS, push notifications, or location data. There are two kinds of prompts: native/generic to the OS such as on a smartphone, and custom. Native prompts are from the mobile device’s operating system and once selected, require manual changes to reverse. Custom prompts are developed by marketers to ask for the same permission as the native prompt, but can allow for branding and enhanced messaging about the value of the opt-in opportunity.

It’s often helpful to create custom prompts that can be used before the native prompt appears so that you can have more control over the messaging, and also because if the answer is “no,” you still have another chance to communicate the value in a better way, and ask another time. You don’t have the same flexibility with a native prompt—once they say no, it’s much more difficult to change settings and modify in the future. It’s also helpful to “prime for push” or other opt-in requests by clearly laying out the value of the functionality during onboarding and choosing to prompt at just the right moment (which is usually not immediately after install).

“Our clever, custom opt-in prompts are performing way better than those generic iOS prompts.”