The Mobile Marketing Association (MMA) has updated its best practice guidelines for cross-carrier mobile content in the United States. The guidelines affect mobile content running across the networks of AT&T, Verizon Wireless, Sprint and T-Mobile USA.
Version 5.0 affects SMS, MMS, Interactive Voice Response (IVR) and the mobile Internet.
The MMA added new guidelines for affiliate marketing for premium rate programs; the inclusion of STOP and HELP keywords work in each program’s native language; and updates to clarify best practices for mobile marketers.
Updates to T-Mobile’s and AT&T’s mobile marketing guidelines were also included in MMA’s best practice guidelines.