Meta OTP will increase lead quality. Know the new way 2025
Meta has launched OTP Verification for Lead Forms in India. Learn how this feature will increase quality leads by reducing fake leads.
Meta has launched OTP Verification for Lead Forms in India. Learn how this feature will increase quality leads by reducing fake leads.
Hello friends!
If you are also on Facebook or Instagram Lead Generation Campaigns, if you run it, a big update has come for you. Meta (i.e., the mother company of Facebook and Instagram), 1 April 2025, from India OTP Verification for Lead Forms. The feature has been launched.
Now you might be thinking – “Hey, what new problem has this come to?”
Wait! Let me tell you in simple language why this feature has come, how it will work, what the advantages are, and what the disadvantages are (if any).
Let's get started!
Meta has brought this new feature so that the Fake Leads problems will be reduced, and businesses will find true, genuine customers. Let's meet.
What has happened till now?
– Many times, people used to fill out the form to pass the time.
– Used to enter fake numbers, wrong names, and incomplete information.
– This makes your CPL (Cost Per Lead) grow and not getting customers.
Meta thought - "Why not do something that will help the lead quality improve?"
Bus! The result of this thinking is this new OTP Verification System।
Now that you have your Instant Form (Lead Form) will be created, in it you will
Add a phone number field. Will have to.
And as soon as the user fills the form, he has to go through this process:
1️. Enter phone number
2️. One from Meta on that number, OTP (One-Time Password) will come in SMS
3️. The user has to enter his/her number by entering the same OTP. Verify will have to do
4️. Only after that, his form Submit will be
Direct meaning –
Fake number → form will not be submitted
True number → form will proceed further
This question might be coming to your mind –
"If people are lazy to enter OTP, won't the leads decrease?"
The truth is friends – yes, some leads may be slightly less.
But the leads you get will be more. Serious will happen.
That means only the person who is interested in your service or product will enter the OTP and complete the form.
Quality > Quantity
Few leads but strong leads — This is Meta's thinking.
|
Old Lead |
Lead with OTP |
|
Fake Number/Timepass |
true number/serious |
|
The call did not go through |
Calls started immediately |
|
Low Conversion |
High Conversion |
|
CPL more |
CPL low (in the long run) |
Meta has added it very easily. All you have to do is follow these steps:
It's a 5-minute job, friends!
Now let's talk about the real issue -
What is the benefit to us (Advertisers)?
1️. A qualified Lead will be available
People who enter OTP will be interested. Meaning your sales team's time will be saved.
2️. Fake leads will reduce
Problems like wrong number, fake name will reduce.
3️. Reduction in CPL (Cost Per Lead)
Initially, the leads will be fewer, but when the conversion increases, the overall CPL will reduce.
4️. Time & resources will be saved
Now the sales team will not have to call invalid numbers again and again. Efforts will be taken in the right direction.
5️. Database quality will improve
You will have a clean and true list for Remarketing or Retargeting in the future.
Friends, every coin has two sides. Some of these features. Cons: There are also:
But my advice is –
Think long-term benefits. Only quality leads increase business.
Since I also run Lead Ads for many clients, some of my practical tips are:
💡 Keep the form short
Phone, Name, and Email – that's it! People will fill in fewer fields quickly and enter the OTP.
💡 Write in Ad Copy – OTP Required
So that the user is prepared in advance (there are no surprises)
💡 Give an Offer or a Freebie
“Complete the form and get a 10% discount” – This way, people will be motivated to enter OTP.
💡 Double-check SMS Delivery
Check OTP Delivery Reports in Meta's dashboard to see if SMS are going through properly or not
No friends! Currently (as of May 2025), Meta has Optional Is kept.
That means if you want, then turn it on, if you don't want, then don't turn it on.
But my friendly suggestion —
Do test. Try it in 2-3 campaigns. Decide after seeing the result.
I think that this new OTP verification feature of Meta has come at the right time, according to the Indian market.
We had a big problem with fake leads – now that will be put to an end.
Yes, it will take a little change in the beginning, but Serious Business Owners, this will give tremendous benefits in the long term.
So friends, if you are also generating leads –
Try OTP Verification today
And your business, High Quality Leads Give!
If you found this information useful, then definitely share it with your Digital Marketer friends.
The OTP verification feature requires users to validate their phone number by entering a One-Time Password (OTP) sent via SMS before submitting a lead form on Meta platforms. It helps ensure that only real and verified phone numbers are submitted, improving the quality of leads and reducing fake or invalid submissions.
Go to Meta Ads Manager, create or edit an Instant Form, add a 'Phone Number' field, enable the OTP Verification option, and publish the form. Users will be prompted to verify their phone number before submission.
Go to Meta Business Settings > Security Center, add your phone number under 'Two-factor authentication' or 'Business verification,' and enter the code received via SMS to complete verification.
Yes, it may slightly reduce the number of leads, but improves quality as only serious users complete verification, resulting in better conversions.
No, as of May 2025, OTP verification is optional in Facebook lead forms. Advertisers can choose to enable or disable it.
It provides higher quality leads, reduces fake submissions, lowers cost per lead over time, improves sales efficiency, and enhances trust with verified data.
No, Meta does not charge extra for enabling OTP verification. The feature is included as part of the lead ad setup.
As of April 2025, the OTP verification feature is available in India. Meta may expand the feature to other countries in the future.
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