Verizon Wireless to reactivate 4INFO short code

Verizon Wireless said it will reinstate mobile messaging solutions provider 4INFO's flagship common short code after resolving concerns over mobile marketing practices related to the service. Verizon Wireless halted the 4INFO service--which offers free, ad-supported text alerts boasting sports scores, horoscopes, celebrity gossip and related content--late last week after subscribers reported issues with several short codes, among them 44636 (which spells "4INFO"). Verizon Wireless spokesperson Jeffrey Nelson told Mobile Marketer the move was "a last resort" and added "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."

According to a letter from Verizon Wireless messaging services director David Burmeister to 4INFO CEO Zaw Thet (a copy of which was sent to FierceWireless), the operator will reactivate the short code today after 4INFO agreed to resolve advertising issues cited by subscribers. "We are pleased you have removed all premium cross-promotion advertising from your service, or ‘text2shortcode' advertising... and that that you committed to ensuring all such advertising remains eliminated going forward," Burmeister writes. "As you know, this is the type of advertising that was causing consumer confusion, and which resulted in not supporting the short code. Eliminating this type of advertising is the key to getting the short code enabled by Verizon Wireless."

Burmeister requests that upon reinstating the short code, 4INFO should send a message to opt-in customers reading "Welcome back! Your alerts & access to 44636 (4INFO) have been restored. More at 4INFO.com. Sorry for the interruption. Reply STOP to opt-out."

For more on the Verizon Wireless/4INFO agreement:
-read this Mobile Marketing Watch article

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