Another big one this Friday.

Everyone is saying one-to-one consent is dead (heck, even I have said it.)

But is it really?

Consider:

First, the wireless carriers are still requiring one-to-one opt in for SMS traffic on their network. T-Mobile for instance outright bans the sharing of collected consents for messaging on their network. They essentially treat lead generation the same as scams, gambling and illegal conduct. So SMS isn’t getting through unless it is one-to-one!

THIS issue is why the R.E.A.C.H. petition asking the FCC to stop content-based call and text blocking is so important– these restrictions are categorically unconstitutional, yet the carriers censor speech in plain sight.

Second, speaking of R.E.A.C.H– the R.E.A.C.H Standards still require one-to-one consent. So expect a huge number of buyers to continue to require such consent to comply with those standards. (The board is meeting today and we may see some softening on one-to-one in light of the 11th Circuit ruling– more on that soon.)

Third, many buyers want the option to purchase one-to-one consent regardless. The consents convert better and I have heard in many instances there is lower CPA. So this is an attractive product.

Will everyone move to one-to-one? Doesn’t seem likely. But looks like it will be much more durable than expected.