what is SOI and DOI?

SOI: Single Opt-In​

What it means:

  • A user subscribes to a service with just one action, such as clicking a button or submitting their phone number.
  • There is no additional confirmation step required.
How it works:

  1. A user clicks on an ad or visits a landing page.
  2. They enter their phone number or click a subscription button.
  3. The subscription is activated instantly, and charges begin.
Advantages:

  • Higher conversion rates: Fewer steps mean less friction for users, resulting in more subscriptions.
  • Fast and easy setup: Simple for users to complete the process.
  • Ideal for Tier 2/3 markets: Users in these regions often prefer straightforward flows.
Disadvantages:

  • Higher risk of fraud: Since there’s no confirmation step, accidental or fraudulent subscriptions can occur.
  • Regulatory issues: Many geos now restrict or ban SOI flows due to consumer protection concerns.
  • Higher churn rates: Users may unsubscribe quickly if they feel misled or unaware of the charges.

DOI: Double Opt-In​

What it means:

  • A user must confirm their intention to subscribe through a second action, adding an extra layer of verification.
How it works:

  1. A user clicks on an ad or visits a landing page.
  2. They enter their phone number or click a subscription button.
  3. They receive an SMS or confirmation message with a PIN or link.
  4. The user confirms the subscription by entering the PIN or clicking the link.
Advantages:

  • Lower fraud risk: The two-step process ensures that the user is intentionally subscribing.
  • Compliance-friendly: Many geos require DOI to meet regulatory standards.
  • Higher user quality: Subscribers are more engaged, leading to better retention rates.
Disadvantages:

  • Lower conversion rates: The additional step creates friction, reducing the number of completed subscriptions.
  • Longer signup process: Some users may drop off during the second step.
  • Higher costs: Sending confirmation SMS messages adds to the cost of running the campaign.

When to Use SOI or DOI​

  1. SOI:
    • Ideal for Tier 2/3 geos where regulations are less strict.
    • Best for high-volume campaigns where user quality is less critical.
    • Works well for impulse-driven offers like games or entertainment services.
  2. DOI:
    • Essential in Tier 1 geos or regions with strict regulations (e.g., the EU).
    • Suitable for offers that require higher user engagement or retention.
    • Recommended for niches like educational or financial services where trust is key.

Pro Tip:​

  • Combine SOI and DOI: Start with SOI in relaxed geos for quick testing and scaling. Transition to DOI for long-term, compliant campaigns in regulated markets. This balance helps you optimize both volume and quality in your mVAS campaigns.
 
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