Association rolls up the policies of Sprint, T-Mobile and Verizon into one handy mobile marketing guide.
The Mobile Marketing Association (MMA) has released the latest version of its US Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services.
You can download the document by clicking here.
The guidelines cover text messaging, MMS, shortcode programmes, Interactive Voice Response (IVR) and the mobile web.
It has been produced by the MMA’s CBP Committee and provides measures of acceptable and unacceptable practices in the US ecosystem.
In addition to incorporating carrier standards, the new guidelines include revisions and additions to key areas such as:
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- Standardising the language 'Msg & Data Rates May Apply'.
- Allowing for more flexibility with PIN location in message-terminated (MT) messages.
- Modifying the STOP requirement in Opt-in MT messages.
Mike Wehrs, President and CEO of the MMA, said: “By providing a single, industry-standard reference, the new guidelines free carriers, technology companies, brands, media companies and consumer advocates to focus on protecting consumers, providing the optimal user experience and continuing the mobile channel’s growth.”
