On December 2, 2025, AF2M organized a working meeting bringing together its members, French mobile operators, and the ADES association (Association for the Defense of SMS+ Service Providers), which was invited for this occasion.

Meeting Context

The main objective of this meeting was to allow ADES to present alternative solutions to the double opt-in, which is required, in particular, by SFR on SMS+ tiers starting from €1 including tax, when the Clic2SMS feature is used to pre-fill the SMS.

As a reminder, double opt-in involves asking the consumer to explicitly confirm their purchase by sending a confirmation SMS, for example: “Confirm your €4.50 purchase by sending OK.” Without a response, or if the response is different from “OK,” the transaction is not validated.

ADES Presentation

ADES reiterated its mission: to represent the interests of SMS+ service aggregators and merchants operating in this market. The association currently consists of 3 aggregators and 7 merchants.

ADES also highlighted the importance of the role of mobile operators, whose customers are directly affected by SMS+ services. However, the association emphasized the need for a measured approach, based on clear indicators, before systematically reinforcing conversion flows.

Key Points of the Discussion

1. ADES Membership Request to AF2M

As part of ADES’s request to join AF2M, the association requested and obtained the list of ADES members.

2. Measurement and Interpretation of Consumer Complaints

Although ADES declared itself opposed to the widespread implementation of double opt-in, the association stressed the importance of quantifying and qualifying consumer complaints before making any structural changes to the purchase journey.

ADES recalled that implementing new solutions only makes sense if their consequences can be measured, particularly regarding complaints.

For example, some card payment players integrate rapid dispute resolution mechanisms (RDR) into the calculation of complaint rates, allowing a more precise and pragmatic approach to the issue.

AF2M, however, clarified that this reflection on complaint thresholds was not part of the day’s discussion, even though the topic remains central for ADES.

3. Proposed Alternatives to Double Opt-In

At the request of AF2M, ADES presented two alternatives aimed at enhancing consumer information and consent without systematically resorting to double opt-in:

a) Addition of a Checkbox

This solution would involve integrating a checkbox, unchecked by default, on the landing page using Clic2SMS, positioned near the “Buy” button.

As long as the checkbox is not ticked, the button remains inactive (e.g., grayed out).

Once the checkbox is ticked, the button becomes active and allows the pre-filling of the MO SMS.

b) Inclusion of the Amount in the Pre-Filled MO SMS

In this scenario, when Clic2SMS is used, the pre-filled MO SMS would explicitly include:

• the keyword,

• the service amount (e.g., €4.50),

• any additional data required to access the service.

This allows the consumer to clearly see the content and price before sending the SMS and make an informed decision on whether to proceed with the purchase.

Next Steps

ADES aims to formalize these two projects and present them in January 2026 to AF2M and the mobile operators.

This approach seeks to balance consumer protection, user journey fluidity, and the economic viability of SMS+ services, while avoiding the widespread implementation of double opt-in when relevant alternatives can be applied.