Should I Ask for a Phone Number or Keep It Email-Only When Creating Forms?

In most cases, keeping forms email-only delivers higher conversion rates. Asking for a phone number increases friction and can reduce completions by 5–10%, especially in top-of-funnel campaigns like giveaways, sweepstakes, or first-time signups.

Users are generally more comfortable sharing an email address than a phone number. Email feels lower commitment, easier to control, and less intrusive, particularly on mobile devices.

You should only ask for a phone number when it directly supports the experience. Common cases include sending SMS updates, verifying winners, preventing abuse, or delivering time-sensitive information.

For campaigns that require higher trust or stronger anti-fraud controls, Gleam supports Phone Number Verification. When enabled, contestants must verify their phone number before they can enter the campaign.

Phone verification works by sending a one-time 4-digit code via SMS. To use this feature, you first need to set up a Twilio integration under Site Settings → Integrations. Once connected, Twilio sends verification messages on your behalf.

This approach adds an extra layer of validation while still keeping the entry flow clear and controlled. It’s especially useful for high-value prizes, repeat campaigns, or situations where you want to reduce fake or duplicate entries.

If phone numbers aren’t essential at entry, you can still collect them later through Bonus Entry Actions or follow-up email campaigns once trust and engagement are established.

Starting with email-only and adding verification when needed helps balance conversion rate, data quality, and campaign integrity.