Control certainty
Parents need proof they can control who and what the child can access.
Control is one of the strongest proof needs before parents choose Watch Plan. They need to know who can contact their child, who the child can contact, what the child can access, when location sharing is on, and whether settings can be managed by the parent.
“Parental controls” needs to become concrete. Parents need to see the control system in action, not just be told it exists.
Parent voice
When it says it has its own mobile number on the Telstra network, to me that means people can call that number, they can call other people, and I don’t want that.
Parent, Victoria, children in Grade 3
Key evidence
Around 1 in 2 parents (47%)
say blocking calls or messages from unknown people is one of the most important controls.
Other important controls include approving apps before they are downloaded, controlling when location sharing is on, managing settings from a parent account, and approving who the child can contact.
Behavioural job
Turn “parental controls” from a claim into proof by showing exactly what parents can approve, block, manage and monitor, and where those settings appear in the setup experience.