The big four US mobile operators have agreed to incorporate their mobile marketing guidelines within the Mobile Marketing Association's best practices.

The MMA says the agreement is an industry first and a milestone towards the continued growth of mobile marketing, a reduction in the cost of launching campaigns (up to $200 million in savings anually) and an improvement in campaign consistency.

In addition to Verizon Wireless, AT&T, Sprint and T-Mobile USA, the likes of VeriSign, Neustar, Limbo and Thumbplay all played roles in putting the guidelines together.

Under the agreement, the four operators will incorporate their individual mobile marketing guidelines and codes of conduct – known locally as 'carrier playbooks' – into a unified document to be maintained by the MMA.

The MMA’s Consumer Best Practices Committee will review the first draft of the document in early April.

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The document will be finalised and released to the public by the end of June 2009.

MMA president and CEO Mike Wehrs. “The cost reductions of $200 million or more clearly proves beneficial to the entire industry, especially given today’s economic challenges. We definitely see this as a win-win solution for the entire ecosystem.”