Sending SMS+ from €1 with double opt-in: is it a good idea?

AF2M and the operators are advocating for the implementation of double opt-in for SMS+ starting at €1 per SMS, including when using Clic2SMS.

What is double opt-in?
Double opt-in requires the prospect to confirm their purchase. For example, after sending an SMS with a keyword like JOUER, they would receive a message such as: “Reply OK to this message if you wish to confirm your €1 purchase.”

What is Clic2SMS?
Clic2SMS is an HTML tag that pre-fills both the shortcode and the SMS content. The SMS is not sent automatically — the prospect must validate it to complete the purchase.

Why is there debate among operators about double opt-in when the SMS is pre-filled via Clic2SMS?
This is largely due to consumer protection concerns. While protecting consumers is legitimate, overprotection can end up harming legitimate business activities.

ADES has implemented tools to collect and quantify consumer complaints. By calculating the complaint-to-traffic ratio, it is possible to measure the situation factually. Across all shortcodes, the current complaint rate is 2%, which is far below the levels tolerated by operators in other similar activities.

Moreover, these other activities use Operator Payment Pages (PPO) that limit conversion rates. In short, the complaint rate for SMS+ remains very low.