How to achieve seamless one-to-one consent with TrustedForm Verify

There’s no denying the pivotal role that regulations play in shaping the lead generation and performance marketing industry. In our recent webinar, “Taking Action: How TrustedForm Verify solves 1:1 consent,” industry leaders gathered to discuss the new rules issued by the Federal Communications Commission (FCC), with an emphasis on ActiveProspect’ new feature, TrustedForm Verify 1:1 Consent Check.

Benjamin Farrar, our Director of Privacy, Security, and Compliance, Christopher Williams, our Technical Product Manager for TrustedForm, and Steve Rafferty, our CEO, tackled the new regulations, which require one-to-one consent and stricter record keeping, as well as updates to the Telephone Consumer Protection Act (TCPA).

Significant updates from the FCC about the TCPA

You’re likely aware of the major updates the FCC made to the TCPA this year. For lead generation professionals – including buyers, sellers, website publishers, and performance marketers – the next four months are crucial for implementing the new one-to-one consent requirements on your websites, landing pages, and CRMs.

As Benjamin expresses, now is the time to engage in proactive discussions with your lead generation partners. Everyone should be aligned on the January 27th, 2025 enforcement date for these new requirements. Don’t forget to factor in the 30, 60, and 90-day prior to the enforcement deadline as you build your lead funnels.

The end goal of the FCC is to reduce unsolicited calls and text messages to consumers. In order to do this, businesses are now required to obtain and document one-to-one prior express written consent from consumers before launching outreach calls or texts.

How TrustedForm can help

As Steve explains, TrustedForm consists of four distinct products: TrustedForm Certify, TrustedForm Retain, TrustedForm Verify, and TrustedForm Insights. Here’s a brief overview of each:

• TrustedForm Certify is used to issue certificates. Publishers or website owners can implement our web SDK to start certifying leads for free by signing up for an ActiveProspect account.
• TrustedForm Retain is a paid product for storing certificates. It retains certificates for five years, providing access to full session replays, disclosure language, and consumer agreement details.
• TrustedForm Verify allows programmatic consent verification before contacting consumers. It ensures you have valid consent, specifically one-to-one consent for your brand or legal entity.
• TrustedForm Insights provides metadata associated with lead events, such as originating domain, lead age, and time spent on the page. This information is crucial for campaign optimization.

As Christopher continues to explain, we’ve now introduced a new feature – TrustedForm Verify 1:1 Consent Check – that can confirm two distinct methods for obtaining one-to-one consent. The first method involves displaying a single name within the consent language. However, many publishers we’ve spoken to also want the flexibility to share leads with multiple parties. For this, they plan to use a list of checkboxes – an approach the FCC highlighted in their recent rulings.

According to Christopher, standardizing these two methods was our primary motivation for developing this new solution. Additionally, we recognized the need for a scalable way to verify consent. Manually reviewing session replays for each lead is impractical, so our feature provides a programmatic approach to handle thousands or even tens of thousands of leads efficiently.

How TrustedForm Verify 1:1 Consent Check works

As expressed by Christopher, it begins with TrustedForm Certify, a JavaScript snippet installed on publishers’ forms that shares users’ activity. Publishers will now need to provide more information beyond just adding the snippet.

Once Certify is properly installed, a TrustedForm certificate is generated, and its URL is sent to your lead-buying system. Ideally, you’re using LeadConduit, ActiveProspect’s integrated lead-buying system, but TrustedForm can work with any system that’s willing to integrate.

Your system needs to make a call to TrustedForm Verify, passing in your legal entity name to check for consent. Verify will then confirm if one-to-one consent was given with a simple “yes” or “no” response, making it easy for your lead-buying system to decide the next steps – whether to reject the lead or flag it in your CRM.

We strongly advocate for consent-based marketing, so you should only engage with contacts who have given explicit one-to-one consent to the brand contacting them, as per the FCC’s recent ruling.

What lead sellers need to do to start verifying one-to-one consent

As Christopher explained earlier, you’ll need to make some adjustments to how you use the TrustedForm Certify product. Previously, you just added our JavaScript snippet to your form, and that was it – quick and easy. Now, we need you to also tag key elements in your form that are used to obtain one-to-one consent.

You’ll need to label where the advertiser names are displayed, where the submit button is located, and where the consent language is presented. By providing this information, you share with us the data we need to make simple logic decisions, like counting the number of names in the consent language or verifying that your checkbox was actually checked.

This process is straightforward and shouldn’t add much extra work, especially since you’re likely already updating your forms to meet the new FCC requirements.

Check out this guide for more information on how TrustedForm Verify 1:1 Consent Check works.

Lead form examples

Christopher shared some form examples. The first, and simplest, includes just one advertiser in the consent language. Here, we can examine the consent language to see which advertisers are listed. If there’s only one, we can confirm that advertiser has provided notice in a one-to-one consent manner to contact the consumer. If multiple companies are listed in the consent language, or if there’s a link to a list of marketing partners, then one-to-one consent does not appear to be correctly presented.

The second example, which many publishers plan to use, features a list of companies with checkboxes next to each. In this case, what matters is that the checkbox next to your company’s name was checked. It doesn’t matter how the box was checked – whether it was pre-checked or selected via a “select all” option. The crucial point is that your name was checked when the form was submitted, indicating the consumer chose to hear from you.

The third example is much like the second, with a few slight differences. Here, the company ‘s name isn’t displayed; instead, a logo is used. Additionally, instead of a traditional checkbox, there’s a selectable tile for choosing the company you want to hear from. This format is also acceptable.

As the law evolves and case law develops, we’ll stay updated and make any necessary changes.

What lead buyers need to do to start verifying one-to-one consent

To ensure you have one-to-one consent, confirm that the correct company name is listed. We’ll need you to specify that name, and then we’ll handle the rest. Make sure all your vendors are aware of the appropriate name to use.

Once integrated with the API, simply send those results to your CRM or the system you use to manage leads and make decisions.

Benefits of using TrustedForm Verify 1:1 Consent Check

For lead vendors, the primary benefit is enhancing the value of your leads. When you send a lead that can be verified for one-to-one consent, its value increases significantly. This trust can strengthen existing partnerships and attract new ones.

For advertisers, the key advantage is compliance, which greatly reduces risk. Avoiding fines and class action lawsuits is crucial for your business. Additionally, you’ll protect your brand reputation.

Consumers are weary of unsolicited contact and spam calls. Ensuring one-to-one consent means consumers are more likely to expect and welcome your contact, leading to higher-intent leads. This results in better conversion rates and improved overall experiences, potentially boosting KPIs across your entire business.

Takeaways

Here are some key takeaways that we were able to gather from our webinar “Taking Action: How TrustedForm Verify solves 1:1 consent:”

• The FCC has updated the TCPA to mandate one-to-one consent, meaning each advertiser has to get consent for their company name individually given by the consumer.
• ActiveProspect’s new TrustedForm Verify 1:1 Consent Check feature helps businesses comply with these new regulations by programmatically checking if valid consent was obtained.
• TrustedForm Verify 1:1 Consent Check works by tagging key elements in a form that are used to obtain one-to-one consent and then verifying if consent has been given.
• The feature is flexible and can accommodate different web form solutions.

Schedule a free demo now and we will help you get started with TrustedForm Verify 1:1 Consent Check!

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