The Mobile Marketing Association (MMA) today published the latest version of its “U.S. Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services.”
The updated guidelines, version 5.0 as its being called, reflect industry standards for mobile content services like text messaging (SMS), multimedia messaging (MMS), shortcode programs, Interactive Voice Response (IVR) and the mobile Web.
The guidelines are an integral aspect of the mobile ecosystem, as they also serve as the benchmarks for the four largest U.S. wireless service providers –- Verizon Wireless, AT&T, Sprint and T-Mobile USA -– eliminating the need for brands, agencies and marketers to refer to four separate carrier “playbooks.”
Some major additions to version 5.0 include new guidelines for affiliate marketing for premium rate programs, with examples; new guidelines to ensure STOP and HELP keywords work in each program’s native language; and updated guidelines to ensure clarity for all members of the mobile marketing ecosystem.
“The MMA Consumer Best Practices Guidelines continue to provide the industry-standard reference that every member of the mobile marketing ecosystem turns to when they need definitive answers for ensuring consistency and protecting the consumer experience,” said Kristine van Dillen, Director of Industry Initiatives and Partnerships for the MMA. “Through regular updates, the guidelines are designed to anticipate and address changing industry needs and opportunities while meeting two goals that haven’t changed since the first edition: ensuring consistency and protecting the consumer experience.”
