A growing number of institutions are experimenting with direct‑admit programs that offer admission to students before they formally apply. Colleges say the practice helps lock in prospective students, reduce friction in recruitment and boost enrollment yields as demographic headwinds pressure recruitment funnels. Students who receive direct offers report greater certainty about their college choice and often accept earlier; admissions officials call direct admission a tool to increase access for local and regional students. Critics caution about transparency and the long‑term effects on student fit and completion metrics. Institutions piloting the approach emphasize follow‑up advising, targeted outreach and clear communications about financial aid and pathways to degree completion to maximize the policy’s retention benefits. Clarification: direct admission is distinct from guaranteed admission programs; it typically involves outreach and an automatic acceptance based on high‑school records or state data rather than a full application.