MMA Updates US Best Practice Guidelines

The Mobile Marketing Association (MMA) has released the latest version of its U.S. Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services. Updated regularly, the guidelines are the industry standard for cross-carrier mobile content services such as text messaging (SMS), multimedia messaging (MMS), shortcode programs, Interactive Voice Response (IVR) and mobile web.
The new, version 4.0 guidelines are the first to consolidate the individual mobile marketing guidelines and codes of conduct known as carrier playbooks of the four largest US wireless service providers: Verizon Wireless, AT&T, Sprint and T-Mobile USA. Announced in March 2009, the MMA says this agreement is a milestone toward the continued growth of mobile marketing and will achieve operational efficiencies for the industry upwards of $200 million (121 million) annually.
Produced by the MMAs CBP Committee, the guidelines provide measures of acceptable and unacceptable practices for all players in the US ecosystem. At 100 pages, the new CBP document is significantly more comprehensive than the previous edition, but the MMA says it provides the industry with the first concise, inclusive set of guidelines, by eliminating the need to refer to four separate carrier playbooks.
In addition to incorporating carrier standards, the new guidelines include revisions and additions to key areas such as standardizing the language; allowing for more flexibility with PIN location in message-terminated (MT) messages; and modifying the STOP requirement in Opt-in MT messages.
The guidelines also feature a new reference ID system designed to make it quick and easy to navigate the document and find information. The guidelines help standardize practices across the industry which provides a better experience for customers by ensuring the consistency of mobile marketing campaigns across the four major US  carriers. 
The latest MMA Consumer Best Practices Guidelines are an industry milestone toward meeting the ecosystems need for a concise yet comprehensive set of rules at a time when rapid growth increases the challenge of following multiple playbooks, says MMA CEO and President, Mike Wehrs. By providing a single, industry-standard reference, the new guidelines free carriers, technology companies, brands, media companies and consumer advocates to focus on protecting consumers, providing the optimal user experience and continuing the mobile channels growth. 
The guidelines are available for download here.