MMA updates mobile content best practices for U.S.

Non-profit industry trade group the Mobile Marketing Association released version 4.0 of its U.S. Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services, which outline standards for services like text messaging, MMS, shortcode programs and the mobile web. According to the MMA, version 4.0 is the first to consolidate the carrier playbooks of the four largest U.S. wireless service providers--Verizon Wireless, AT&T, Sprint and T-Mobile USA--as announced in late March. The MMA notes that the agreement will achieve operational efficiencies upwards of $200 million annually.

Other CBP revisions and additions include:

• Standardizing the language "Msg & Data Rates May Apply"
• Allowing for more flexibility with PIN location in message-terminated (MT) messages
• Modifying the STOP requirement in Opt-in MT messages

The guidelines are available for download here. www.mmaglobal.com/bestpractices.pdf

For more on the revised CBP:
- read this release

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