White hat senders are senders who are known for only sending to email addresses that have given them permission. Being a white hat sender is good for a business and their deliverability. White hat senders have a good sender’s reputation which impacts their IP addresses and prevents their emails from going to the spam folder.
When companies send emails to subscribers who have really subscribed there is a better chance of those emails being opened. It increases open rate, hence deliverability improves. Making sure that you are following best deliverability practices, are checking that all of your mailing list contacts have given permission, and that unsubscribing is easy are all important. So if you want to make sure your emails end up in inboxes and not spam folders, focus on becoming a white hat sender.