bestpractices - U.S Consumer Best Practices for Messaging...

This preview shows page 1 - 5 out of 46 pages.

U.S. Consumer Best Practices for Messaging Version 7.0 V7.0 Publication Date: October 16, 2012 Effective Date: October 16, 2012
Image of page 1

Subscribe to view the full document.

Mobile Marketing Association © 2012 Mobile Marketing Association US Consumer Best Practices (v7.0) Page 2 of 46 Table of Contents INTRODUCTION: US CONSUMER BEST PRACTICES FOR MESSAGING .......................... 4 S COPE : S TANDARD R ATE , P REMIUM R ATE , AND F REE TO E ND U SER ............................................... 5 CTIA A UDIT S TANDARDS ................................................................................................ 5 R EFERENCES : MMA DOCUMENTS AND LINKS FOR REFERENCE PURPOSES .......................................... 5 R ECENT C HANGES ......................................................................................................... 6 CROSS CARRIER STANDARDS .................................................................................... 7 S ECTION 1: S TANDARD R ATE ........................................................................................... 7 Standard Rate Cross Carrier Guidelines ..................................................................... 7 1.0 General Guidelines ....................................................................................................... 7 1.1 Messaging Frequency Guidelines .................................................................................... 7 1.2 Guidelines for Advertising Messaging Programs ................................................................ 7 1.3 Advertising to Children ................................................................................................. 8 1.4 Opt-In ........................................................................................................................ 8 1.4.1 Program Messages .................................................................................................... 9 1.5 Program Termination, STOP and Opt Out ....................................................................... 10 1.6 Program Short Code Transfer ....................................................................................... 11 1.7 Customer Care and HELP Guidelines .............................................................................. 11 1.8 Customer Record Maintenance ...................................................................................... 12 1.9 Terms and Conditions .................................................................................................. 12 1.10 Tobacco & Alcohol Programs ....................................................................................... 13 1.11 Sweepstakes & Contests ............................................................................................ 13 Standard Rate Examples ........................................................................................ 15 Advertising (Call to Action) Examples .................................................................................. 15 Opt-In Examples .............................................................................................................. 16 STOP Message Examples ................................................................................................... 19 HELP Message Examples ................................................................................................... 20 Change of Short Code Example Messages ............................................................................ 21 SECTION 2: PREMIUM RATE ..................................................................................... 22 Premium Rate Cross Carrier Guidelines .................................................................... 22 2.0 General Guidelines ...................................................................................................... 22 2.1 Messaging Frequency Guidelines ................................................................................... 22 2.2 Tobacco & Alcohol Programs ......................................................................................... 22 2.3 Guidelines for Advertising Messaging Programs ............................................................... 23 2.4 Advertising to Children ................................................................................................ 23 2.5 Opt-In Guidelines ........................................................................................................ 24 2.6 Program Termination and Opt Out ................................................................................. 28 2.7 Customer Care and HELP Guidelines .............................................................................. 29 2.8 Customer Record Maintenance ...................................................................................... 31 2.9 Sweepstakes & Contests .............................................................................................. 31 2.10 Terms & Conditions ................................................................................................... 32 2.11 Affiliate Marketing ..................................................................................................... 32 2.12 Premium WAP Sites ................................................................................................... 33 2.13 Subscription Programs ............................................................................................... 34 Premium Rate Examples ......................................................................................... 36 EXAMPLE: STOP Messages (CCS-EG-02) .............................................................................. 37 EXAMPLE: PREMIUM Rate IVR (Initial Opt In IVR) (CCS-EG-04 ) ............................................. 38 EXAMPLE: Premium Rated Double Opt In– Alert Subscription (CCS-EG-05) .............................. 39 EXAMPLE: Premium Rated Opt In for WAP (CCS-EG-06) ........................................................ 40 EXAMPLE: Billing Renewal Message (CCS-EG-10) .................................................................. 41 S ECTION 3: F REE T O E ND U SER (FTEU) ............................................................................. 42 Free to End User Cross Carrier Guidelines ................................................................. 42 3.0 General Guidelines ...................................................................................................... 42 3.1 Guidelines for Advertising Messaging Programs ............................................................... 42 3.2 Opt In ....................................................................................................................... 43
Image of page 2
Mobile Marketing Association © 2012 Mobile Marketing Association US Consumer Best Practices (v7.0) Page 3 of 46 3.3 Opt Out ..................................................................................................................... 43 3.4 Terms & Conditions ..................................................................................................... 44 3.5 HELP Guidelines .......................................................................................................... 45 FTEU Examples ..................................................................................................... 46
Image of page 3

Subscribe to view the full document.

Mobile Marketing Association © 2012 Mobile Marketing Association US Consumer Best Practices (v7.0) Page 4 of 46 Introduction: US Consumer Best Practices for Messaging The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA's primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA's global headquarters are located in the United States
Image of page 4
Image of page 5

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern