Verizon Wireless blocks 4INFO messages over ad concerns

Outstanding issues over mobile marketing guidelines are being blamed for Verizon Wireless' decision to block mobile messaging services provider 4INFO's flagship common short code. Verizon reportedly made the move to halt the 4INFO service--which offers free, ad-supported text alerts boasting sports scores, horoscopes, celebrity gossip and related content--after subscribers reported issues with several short codes, among them 44636 (which spells "4INFO"). "This is something we don't take lightly," Verizon Wireless spokesperson Jeffrey Nelson tells Mobile Marketer, calling the move "a last resort" and adding "This is not an arbitrary decision. This all is based on [Mobile Marketing Association] guidelines. There are a number of things that they didn't do, issues of advertising and double opt-ins."

4INFO defended its practices and said it complied with previous Verizon Wireless requests regarding SMS advertising. "We are strong advocates for consumer choice, so it's disappointing that Verizon customers were suddenly not allowed on Friday to access our free ad-supported search and alert services on 44636," said 4INFO co-founder and CEO Zaw Thet.

Verizon Wireless and 4INFO are currently in talks to resolve the situation. "We're communicating with them," Nelson said. "In the next week or two we hope they get their practices right. They acknowledge that they've been having problems for some time now. We're hopeful that they get their practices in a place where they're not having our customers complain." In the meantime, 4INFO said it will continue offering content to Verizon Wireless subscribers via alternative short codes.

For more on the Verizon/4INFO dustup:
- read this Mobile Marketer article [1]

Related articles:
4INFO [2] teams with AppLytics to expand iPhone app distribution
4INFO [3] assists MySpace on NCAA basketball bracket challenge
4INFO [4] closes $20 million financing round