V5.0 offers best practice on SMS, MMS, shortcode programs, IVR and mobile web
The Mobile Marketing Association (MMA) has released the latest version of its US Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services.
The guidelines are intended to set the industry standard for services such as text messaging (SMS), multimedia messaging (MMS), shortcode programs, Interactive Voice Response (IVR) and mobile web.
The document is produced by the MMA’s CBP Committee and aggregates benchmarks for the four largest US operators – Verizon Wireless, AT&T, Sprint and T-Mobile USA – eliminating the need for brands, agencies and marketers to refer to four separate rulebooks.
New for version 5.0 are guides for affiliate marketing for premium rate programs and guides to ensure STOP and HELP keywords work in each program's native language.
The new guidelines are available at www.mmaglobal.com/bestpractices.pdf.
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