Meta has introduced a significant enhancement to its Lead Ads platform with a new SMS verification system, designed to improve lead quality and authenticity.
The new verification system implements a two-step authentication process for lead form submissions. When enabled, potential leads must complete a verification sequence before their form submission is accepted:
- Enter their phone number in a required field
- Receive a one-time verification code via SMS
- Input the code to validate their submission
For advertisers looking to utilize this feature, Meta has specified that forms must include a mandatory phone number field. This requirement ensures the verification system can function properly and maintain the integrity of the verification process.
Impact on Lead Generation
The introduction of SMS verification represents a significant step toward enhanced lead quality. By requiring users to verify their phone numbers through a two-step process, Meta aims to:
- Reduce fraudulent submissions
- Ensure higher quality leads
- Verify user authenticity
- Improve conversion rates for genuine prospects
This development marks Meta's continued effort to provide advertisers with more robust tools for lead generation while maintaining user authenticity and data quality.
