Glossary definition of Opt in

Opt-in is the term used to describe the situation when a recipient has previously agreed to receive communications or marketing information over the Internet or mobile services, i.e. they have 'opted in'.

Opt-in is usually as a result of the customer signing up or requesting information about products or services that interest them, such as at a website. The mailing lists created by such contacts may be sold on to other promotional companies, and customers could then find themselves receiving material they did not request.

Such marketing or other circulated material might otherwise be considered as Spam, but customers are usually given the opportunity to ' opt-out ' and remove themselves from the mailing list.