Info before application is sent?

Since when did Common App release information to colleges about an applicant BEFORE an application was submitted? I’m seeing online that now colleges know they are added to the list of schools, what decision option you are choosing (ED, EA ect) address and other information. Why are they doing this??

What sources are you seeing this from?

This is true. We are seeing schools that we have never had email contact with suddenly spamming our email after the school was added to the common app list. I wonder what purpose this serves?