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The MMA developed the U.S. Consumer Best Practices guidelines to help effectively regulate cross carrier mobile content services. The guidelines were written through a committee, which is comprised of representatives from Tier 1 wireless carriers, leading aggregators and content providers. Who is the MMA? The Mobile Marketing Association (MMA) was formed as a global non-profit trade organization that was established to regulate the growth of the mobile marketing technology industry. The MMA works to establish guidelines for media and market development to ensure the best practices for substantial growth. The MMA is located in the United States with regional offices located in Europe, South America and Asia and represents all members of the mobile media ecosystem. What are the U.S. Consumer Best Practices guidelines? The Consumer Best Practices (CBP) committee's primary focus in developing the document was to focus on the best to way to protect the privacy of the consumer. The idea is for members of the CBP committee to work together to come up with the most effective ideas to implement policies and regulations to help encourage more growth within the mobile marketing industry. The hope is that the guidelines set forth by the CBP will help ensure consumer privacy and protection. The guidelines within the CBP document include measures of acceptable and unacceptable practices in all aspects of mobile media including text marketing. Text marketing is a new and innovative way to reach more customers than ever before and can be a smart way to expand any small business. However, there are some rules involved. The regulations surrounding text marketing are also discussed throughout the 142 pages of the CBP guidelines including: Free to end-user programs (FTEU) - single and double opting in and out. Strict rules are included regarding a customer's right to opt in or out of a program, so they don't end up being required to pay for a service they did not want, or continue to receive unwanted messages. Terms and conditions. In any text marketing campaign, customers must have rights to read and review the terms and conditions of their agreement with the business sending the text notifications. Billing notifications. With billing information, whether it is per message or for a subscription, it must be disclosed to the individual receiving the messages. Per carrier information. Each of the major carriers like T-Mobile and AT&T have also included individual and unique rules per that carrier are included within the CBP guidelines document.

The actual advertising and message sent during text marketing (Direct Market Messaging) also has its own set of guidelines to follow, which include: Specific opt-in consent from the person receiving the text message must be obtained before the marketing effort can continue. The opt-in message must be for the specific direct marketing campaign and must be done with consent to send the marketing material via text message. The message must state that it is a free message. Any direct marketing messages must be free to the end-user (FTEU), or customer. Message must also contain opt-out instructions. Each year the CBP committee hosts a conference welcoming feedback and suggestions on the CBP guidelines to help ensure the mobile media industry continues to be sustainable in its growth and beneficial to the customer.

As a customer service representative of a group text messaging company, Sam Hardman addresses questions related to the best text marketing practices from businesses and consumers every day.

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Complying With Mobile Marketing Associations (MMA) Consumer Best Practices.txt  

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