# The marketing opt-in and «Añadir a marketing»

> Konverda only speaks when spoken to, unless the contact accepted marketing. What the Opt-in column means, who is included in a campaign, and how to declare consent you hold outside the platform.

Fuente / source: https://soporte.konverda.com/en/docs/contacts-and-consent/the-marketing-opt-in
Idioma / language: en
Actualizado / updated: 2026-08-25

---
Having someone's phone number is not having permission to message them. Konverda keeps those two things apart with a short rule: **we only speak when spoken to**, unless the contact accepted marketing.

## The three states of the «Opt-in» column {#states}

In **«Contactos»** (contacts), the **«Opt-in»** column sums up each record. The ⓘ on the header says exactly this:

> **Marketing**: accepted your sends — campaigns, waves and proactive messages.
> **No**: we can only reply when they write.
> **Baja**: asked to receive nothing — always respected.

::figura{src="contacts-optin-column" alt="Contacts list with the Opt-in column and its Marketing, No and Baja states" pie="The Opt-in column in Contactos, with the ⓘ that explains each state."}

**«No»** is also what you see when there is no consent record at all. It is not a punishment: it is the absence of a permission.

## What can and cannot go out {#what-goes-out}

| State | You can reply when they write | Campaigns, waves and proactive messages |
|---|---|---|
| **«Marketing»** | yes | yes |
| **«No»** | yes | no |
| **«Baja»** (opt-out) | no | no |

:::importante
The rule looks at **who started the conversation**, not at the message's category. A *utility* template to a **«No»** contact does not go out either, and it does not go out just because you send it by hand from the inbox: a template is a machine-mediated message, whoever presses send.
:::

## The four ways to get the opt-in {#how-to-get-it}

1. The **consent checkbox** on a Konverda hosted form.
2. The **order checkbox** in a connected store.
3. The **«Consentimiento de marketing»** (marketing consent) step in a flow, placed *after* the contact says yes.
4. Your own **declaration** from **«Contactos»**, if you already hold it outside the platform.

:::nota
A reply, a purchase without the checkbox, or an import are **not** a marketing opt-in. They leave the contact at **«No»**, which is exactly what they are: someone you can converse with, not someone who asked to receive sends.
:::

## Declaring consent you already hold {#add-to-marketing}

If you hold consent outside Konverda — your own list, a signed form, a written yes — you can declare it. The action is called **«Añadir a contactos de marketing»** (add to marketing contacts) and it lives in four places:

- the three-dot menu on a **«Contactos»** row;
- the bulk selection bar, for several at once;
- the contact's profile, with the **«Declarar»** (declare) button;
- the locked panel of a conversation whose window has closed.

Before it happens, the app shows one screen and asks you to tick a box:

> You are declaring that **{name}** gave you their consent to receive marketing messages — outside the platform: your own list, a signed form, a written yes.
>
> ⚠ Sending marketing without real consent can damage your number and your WhatsApp account. The declaration is recorded in your name, with a date and the basis «declared by the business» — the responsibility is yours.

:::aviso
Someone who opted out cannot be added this way. The opt-out always wins, and only the contact themselves can lift it.
:::

## Why your campaign reaches fewer people than you selected {#wave-audience}

When you build a wave, the **«Audiencia»** (audience) step tells you the truth **before** you write it, not after you launch:

> It will go to **X** of **Y** selected — the marketing contacts. The remaining **Z** have not accepted your sends (or opted out) and are left out.

::figura{src="wave-audience-declaration" alt="Audience step of the wave composer declaring how many of the selected contacts are marketing contacts" pie="The count is declared while you configure the wave, not when you send it."}

The same number is repeated in **«Revisión»** (review). A tag with a hundred records may hold thirty marketing contacts; thirty is the number that counts.

## Filtering and branching on consent {#filters-and-conditions}

In **«Contactos»**, the **«Opt-in»** chip filters by **«Marketing»**, **«No (solo responder)»** (no — replies only) or **«Bajas»** (opt-outs).

In flows and automations there is a **«Consentimiento»** (consent) condition category, with one verb — **«Opt-in de marketing»** (marketing opt-in) — that reads the consent recorded at that instant and branches between **«es contacto de marketing»** (is a marketing contact) and **«no es contacto de marketing»** (is not a marketing contact).