The Mobile Marketing Association (MMA), the global non-profit trade association aimed at cultivating mobile marketing and its tools of the trade, has released a revised edition of its US Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services – services that encompass text messaging (SMS), multimedia messaging (MMS), and shortcode programs, to name but a few.

Version 5.0 guidelines deliver what is widely heralded as the “industry-standard reference for the mobile marketing ecosystem.” The ambitious reach of the MMA essentially delineates what are veritable benchmarks of behavior for the four biggest mobile carriers in the United States: Verizon Wireless, AT&T, Sprint and T-Mobile. Outlined in great detail, however, are the practices deemed acceptable and unacceptable for all participants in the mobile sphere.

The most significant updates are those that address:

  • New guidelines for affiliate marketing for premium rate programs.
  • New guidelines to ensure STOP and HELP keywords work in each program’s native language
  • Updated guidelines to ensure clarity for all members of the mobile marketing industry

“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,” says 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.”

To read the US Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Programs, please click here.