How to Prevent Campaign "Impersonation"? How to Use "SMS Authentication" to Improve Login Accuracy

Digital campaigns are now a staple of sales promotion, but what troubles operators is the "fairness of entries."

"There are people who create hundreds of accounts to enter by themselves."
"I sent a winning notification, but it was blocked and didn't reach them."

To solve these issues and ensure the "accuracy" of logins, "SMS authentication" is now receiving renewed attention.

Why are "email addresses" and "LINE" alone insufficient?

The authentication methods that have been common until now actually have "weak points" in terms of operation.

• Email address + password
  Issue
  Because anyone can create a large number of them for free, it is impossible to completely prevent fraudulent entries by bots or "sweepstakes accounts." Also, users may find "password settings" troublesome, which leads to drop-offs.

• LINE authentication
  Issue
  Although the penetration rate is high, if a user "blocks" you immediately after the campaign, the winning notification you worked so hard to send will not reach them. Also, it ends up excluding segments that do not use LINE, such as foreign tourists visiting Japan.

The "three types of accuracy" brought by SMS authentication

By introducing "SMS authentication," which sends a code to a phone number at the time of login, the following accuracy is dramatically improved.

1. Accuracy of "identity verification" (prevention of impersonation)

Since phone numbers are based on contracts with telecommunications carriers, they cannot be mass-produced as easily as email addresses. Because the physical constraint of "1 device = 1 user" is in effect, you can powerfully shut out impersonation and duplicate entries at the entrance.

2. Accuracy of "winning notifications" (high delivery rate)

LINE has a "block" feature, but SMS does not. As a standard feature of the device, notifications are easily noticeable on the home screen, and you can minimize the opportunity loss of "not having the winner notice they won."

3. Accuracy of "user attributes" (global support)

SMS (phone numbers) is a global standard. Even for initiatives where tourists outside the LINE cultural sphere participate, such as stamp rallies for inbound travelers, you can accurately perform authentication regardless of nationality.

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4. Points to note when introducing

Although SMS authentication is highly accurate, the following points must be considered during operation.

• Alerting users
  Be sure to include the phrase "Do not tell anyone your authentication code." Telling a third party the code can lead to unauthorized logins.

• Support for 'Not Received' Issues
  There are cases where messages are not received due to signal conditions, settings that block international SMS, or input errors. It is helpful to provide an FAQ on the login screen, such as 'Click here if you did not receive the message.'

• Know the Limits of Security
  While it is a very powerful authentication method, it may be ineffective against advanced attacks such as SIM swapping (hijacking the device itself). Depending on the nature of the campaign, it is best to combine it with other security measures.

Summary
Fair Campaigns Build Brands

The purpose of a campaign is to create excitement, but the foundation of that is fairness—ensuring that those who entered correctly are rewarded equally.

Pursuing accuracy in 'who logged in' protects honest users and also leads to a reduction in unnecessary investigation costs for the campaign office. Why not consider SMS authentication for your next initiative?

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