“rather than offering five different prepaid numbers we just offered one the one that was um it's called the picture burner and it kind of has like texting calling and you can send pictures and it just drastically outperformed control”

Cutting SKU count from 5 prepaid options to 1 drastically outperformed the complex menu

Burner offered five flavors of prepaid numbers, each with different call/text limits. Collapsing that to a single best-fit option eliminated decision paralysis and massively improved opt-in. Complexity feels like optionality but acts like friction — fewer choices at the point of purchase almost always wins.