SMS Message Regulations

1. Double-Opt In
2. Single Opt-Out
3. Help
4. Mandatory Message and Data Rates Update

Regulations and best practices for SMS messages are governed by the Mobile Marketing Association, which publishes a code of conduct and a best practices guide for use by those involved in mobile messaging activities. Ultimately, all SMS messages sent using the ExactTarget application must include the following elements.

Double-Opt In

Your SMS messages must include a double opt-in process, where the subscriber confirms twice that they wish to receive SMS messages from you. For example, an MO JOIN message would prompt the following MT reply:

Reply YES to receive Example.com Sales. 1 or more msgs/day 4 desired alerts. Reply STOP 2 end. HELP 4 info. Msg&Data Rates May Apply.

From there, a MO YES message would prompt the following MT reply:

Your 1st alert will arrive soon. Reply STOP to end, Help 4 info. Msg&Data Rates May Apply.

Single Opt-Out

Your SMS messages must include a single opt-out process that immediately discontinues sales and marketing SMS messages to a subscriber. For example, a MO STOP message would prompt the following MT reply:

You have opted out of future Example.com alert msgs. For more information reply HELP or visit http://www.exacttarget.com/mobilealerts

Help

Your SMS messages must include a HELP message with the following information:

A clear declaration of company name or applicable program
a web link with mobile program details and terms and conditions
a toll-free customer service phone number

For example, an MO HELP request would prompt the following MT message:

For more info: http://www.example.com/mobilealerts, email: help@example.com or call 1.866.555.1111. Reply STOP to stop. Msg&data rates may apply.

Mandatory Message and Data Rates Update

Beginning October 1, 2009, the phrase "Standard Message charges apply" is no longer acceptable. For all digital advertising formats and message flows, one of the following phrases must be used in its place:

Message and Data Rates May Apply
Msg&Data Rates May Apply
Msg&data rates may apply
Msg&data rates may aply

If you have any questions or concerns about your SMS messages and how and when you can send them, please contact your ExactTarget representative for additional information.