Businesses, brands and organizations using short codes and business SMS services must be careful to follow all relevant anti-spam and best practice guidelines.
In addition to avoiding regulatory penalties, using best practice procedures generally improves the overall success of the campaign.
Following are some key points to consider when establishing a campaign, compiling lists and sending SMS messages using short codes:
Respecting a mobile subscribers right to privacy is critical when using CSCs for marketing and promotional purposes. It is imperative that subscribers give you permission to engage with them using SMS and CSCs. This can be done using standard opt-in procedures.
As well as abiding by anti-spam guidelines and regulations, seeking permission to engage with subscribers also adds to the cost-effectiveness of your campaign by ensuring that message recipients actively want to receive your messages.
Delivery of unsolicited messages to mobile subscribers can undermine brand image and carries the risk of subscribers filing complaints against the organization, business or enterprise which sent the message.
While many companies now sell lists of mobile phone numbers, the use of these should be avoided. Rather, messages and content should only be delivered to subscribers who have specifically opted-in to receive them.
If the service is a subscription, remember to clearly state all pricing and billing information, terms and conditions on all advertising and promotional material. Specifically, subscription terms and billing intervals must be clearly detailed and disclosed.
Some services may involve various levels of subscriber participation. Services that require premium fees to access a reasonable level of participation should not be promoted as 'free'.
Promotional material, advertising and service help messages must provide subscribers with a clear indication of how they can opt-out of receiving messages or participating in subscription services.
Reputable Business SMS and CSC providers will be able to ensure your campaign follows the specific and relevant anti-spam guidelines and regulations in your market.
Like to know more about how to be a spam compliant business?
Read the CAN-SPAM Act: A Compliance Guide for Business (PDF, 344KB)
They are not all the same! Do some research before deciding on an SMS provider to manage your campaign.