Treat consent as the first conversion
Design an SMS opt-in moment that gives customers ability, opportunity, and motivation to consent knowingly.
The move: design the opt-in as a behavior, not a checkbox. COM-B gives you a practical audit for SMS consent. Capability asks whether the customer understands what they are agreeing to. Opportunity asks whether the opt-in appears in a moment where subscribing makes sense. Motivation asks whether the benefit is strong and specific enough to choose. A weak SMS opt-in hides behind vague words like "updates" or "exclusive offers." That language may get more numbers in the short term, but it creates weak expectations. The first text then has to explain the relationship and sell the campaign at the same…
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