MMA releases best practices guidelines for mobile content

Staff writer
25 Mar 2011

The Mobile Marketing Association (MMA) released the latest version of its US Consumer Best Practices (CBP) Guidelines for cross-carrier mobile content services.

Updated twice annually, the guidelines are the cross-carrier industry standard for mobile content services such as text messaging (SMS), multimedia messaging (MMS), common short code programs and Interactive Voice Response (IVR).

Produced by the MMA’s CBP Committee, the 165-page version 6.0 guidelines provide measures of acceptable and unacceptable practices for all players in the US mobile marketplace.

The guidelines also serve as the benchmarks for the four largest US wireless service providers – Verizon Wireless, AT&T, Sprint and T-Mobile USA. This makes it possible for brands, agencies and marketers to implement one campaign across all carriers.

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