Attentive Mobile

Overview

Attentive Mobile is an SMS and email marketing automation platform built for e-commerce and retail brands. It specializes in subscriber acquisition — converting anonymous site visitors into opted-in SMS and email contacts — and in sending behavioral trigger messages such as abandoned cart texts, browse abandonment emails, and post-purchase flows. Attentive powers subscriber lists for major DTC brands and has become a dominant platform in the US mobile commerce marketing space.

What This Script Does

Attentive's JavaScript snippet loads from cdn.attn.tv and activates several behavioral and acquisition functions on the host site:

Subscriber acquisition forms

• Renders configurable opt-in prompts: full-screen overlays, slide-in forms, footer popups, and mobile tap-to-text units
• Triggers display rules based on time-on-page, scroll depth, exit intent, or page URL matching
• Captures phone numbers and email addresses and transmits them to Attentive's servers for list enrollment
• Sets the __attentive_id first-party cookie (persistent, 1-year expiry) to identify visitors and suppress prompts for existing subscribers

Behavioral tracking for triggered messages

• Tracks product page views, category browsing, add-to-cart events, and checkout initiation
• Associates browsing events with phone number or email once a visitor has opted in
• Builds behavioral sequences that trigger automated SMS campaigns:
  • Browse abandonment: Visitor views a product but does not add to cart
  • Cart abandonment: Visitor adds to cart but does not complete checkout
  • Post-purchase: Sends review requests and upsell messages after confirmed orders

Cross-session identification

• The __attentive_id cookie persists for 1 year and links behavioral data across multiple sessions
• A __attentive_dv device fingerprint cookie supplements cookie-based identification
• Once a phone number is captured, all historical and future behavioral events for that device ID are associated with the subscriber record

Consent & Compliance

• Category: Marketing
• GDPR: Requires explicit consent. Attentive collects personal data (phone numbers, email addresses) and tracks browsing behavior for automated marketing messages. Under GDPR, this requires freely given, specific, informed consent prior to data collection.
• CCPA/CPRA: US phone and email marketing is also governed by TCPA, which requires express written consent for SMS marketing. Attentive provides compliant opt-in language templates, but the website operator is responsible for ensuring the consent capture meets TCPA requirements.
• Data transfers: Attentive is a US company. Data is processed in the US. For EU deployments, a DPA should be in place and the EU-US Data Privacy Framework transfer mechanism should be documented.
• Cookies set: __attentive_id (1st party, 1 year), __attentive_dv (1st party, session/persistent)

Should You Block This Without Consent?

Yes — with consent. Attentive requires marketing consent before the script should be permitted to track behavior and capture subscriber information. Load the Attentive snippet only after a visitor has granted marketing consent. For visitors who decline, the script should not fire — behavioral tracking and opt-in prompt display both require consent under GDPR.