How to Manage your Consent

Properly managing consent ensures you reach out only to people who have opted in, keeping you compliant with privacy regulations like GDPR, protecting your sender reputation, and ensuring your campaigns reach an audience that actually wants to hear from you.

If you skip this step, you risk sending messages to contacts who never opted in. This can lead to high spam complaint rates, lower open rates, and even restrictions on your WhatsApp or email sender account.

You can see consent types as different channels through which people give consent to be contacted by you. We automatically add three default consent types:

For email, sender reputation is everything. Internet service providers like Gmail and Outlook monitor how recipients interact with your emails. If too many people mark your emails as spam or leave them unopened, your emails will start landing in the spam folder automatically, even for contacts who do want to hear from you. To maintain a good sender reputation, only email contacts who have explicitly opted in, keep your list clean by removing inactive contacts, and never import large batches of unverified addresses.

WhatsApp has strict policies around business messaging. If too many recipients block or report your messages, Meta can limit or suspend your WhatsApp sender account. Unlike email, there is no easy way to recover from a poor WhatsApp quality rating. To keep your account in good standing, only send messages to contacts who have opted in to receive WhatsApp communications, and make sure your messages are relevant and valuable to the people receiving them.

Now that you understand why consent management matters, here is where to go next: