Consumer best practices for messaging
The MMA, or Mobile Marketing Association is what you’d call a global focus action-oriented organization of regional actions and local relevance. The association’s main focus is establishing mobile as the essential part of marketing, so it’s aim is the promotion, education, measuring, guidance and protection of the mobile marketing industry around the world (or in other words, leading the growth of mobile marketing and its associated technologies.
Although it’s headquartered in the US it has branches around the world (from its Asia Pacific branch to Europe, Middle East or Africa).
But the title of today’s article is “Consumer best practices for messaging”. Up to now there have been seven different editions of Consumer best practices for messaging. They’re really just guidelines which provide direction and best practices on building text message marketing programs that are trusted by today’s consumers.
These guidelines were first introduced back in 2005 with the aim of reducing industry friction and confusion.
This latest Consumer Best Practices for Messaging (which is version 7.0 and can be downloaded if you click on the link) has brought some changes aligning MMA Consumer Best Practices Guidelines and the Cross Carrier Matrix both for standard rate and premium programs. In fact there have been two new significant rules: Number one is that consumer-facing advertising today should come with product description, program name, messaging product quantity frequently, links to terms and conditions… Number two is that right now the MMA requires (no longer suggests) the sending of opt-out confirmation messages to those who opt-out of programming.
There have also been a few minor changes to provide the message recipients with a better customer experience, like the fact that opt-in confirmations require the program sponsor name to be included, or that when letting subscribers know how often they’ll receive brand messages, the program terms and conditions can use the words “recurring” or “periodic”.