Mobile Marketing Association Releases Best Practices

  • May 25, 2005
Marketers should clearly communicate to consumers how to opt-in or out of receiving mobile messages--and the costs of receiving alerts, ads, or subscription services, according to a set of best practices guidelines released Tuesday by the Mobile Marketing Association. For premium services, which require the user to pay an extra fee in addition to their standard SMS rates, the guidelines require the marketer to state the price, and ask users if they are sure they want the services. The guidelines also touch on unsolicited messages, saying that approval from the subscriber must be explicitly obtained, and approval must be given for each specific program--information promoting other programs cannot be sent because a customer opted-in for a different program.

--Shankar Gupta

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