CTIA SMS Marketing Short Code Compliance
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Transcript of CTIA SMS Marketing Short Code Compliance
© 2014 Tatango, Inc. All rights reserved.
Understanding CTIA Requirements
© 2014 Tatango, Inc. All rights reserved.
Presenters
Derek Johnson - Tatango - @thederekjohnson
Derek Johnson is the founder and CEO of Tatango. He’s been
helping businesses with their SMS marketing strategies for the
last seven years.
© 2014 Tatango, Inc. All rights reserved.
Table of Contents
● CTIA, FCC & MMA
● Recurring V.S. One-Off Program
● Recurring Program Requirements
© 2014 Tatango, Inc. All rights reserved.
CTIA, FCC & MMA
CTIA
● Created by the wireless carriers.
● In charge of enforcing SMS marketing practices.
● Mobile Commerce Compliance Handbook
● CTIA performs audits on SMS programs.
● Very specific in regards to text message marketing. (Msg&Data Rates, help &
stop commands, messaging frequency, links to terms & conditions, privacy
policies, etc.)
● CTIA guidelines aren't law, you can't be sued based on violating CTIA rules.
© 2014 Tatango, Inc. All rights reserved.
FCC
● Federal Communications Commission.
● TCPA (Telephone Consumer Protection Act).
● The TCPA is law... federal law.
● The TCPA is all about businesses receiving permission from the consumer to
text message them, and the specifics around how this permission can be
gathered, and what is allowed after the permission from the consumer is
received.
© 2014 Tatango, Inc. All rights reserved.
MMA
● Mobile Marketing Association
● Releases own best practices document.
● Similar to the Mobile Commerce Compliance Handbook that the CTIA puts out.
● The MMA best practices aren’t law, and aren't enforced by anyone.
● Creates industry confusion.
© 2014 Tatango, Inc. All rights reserved.
Recurring V.S. One-Off Programs
● If you're sending more than one message to mobile subscribers, your program
would be designated as a "recurring" program.
● If you're only planning on sending one message to each subscriber, your program
would be designated as a "one-off" program.
© 2014 Tatango, Inc. All rights reserved.
Recurring SMS Programs
Opt-In Messaging Requirements
● Mobile Opt-In
● Web Opt-In
© 2014 Tatango, Inc. All rights reserved.
Mobile Opt-In Messaging Requirements
● Recurring Program Description (You’ve subscribed
to receive recurring SMS offers)
● Opt-Out Instructions (Text STOP to cancel)
● Help Instructions (Text HELP for help)
● Cost Disclosure (Msg&data rates may apply)
© 2014 Tatango, Inc. All rights reserved.
Web Opt-In Messaging Requirements
● Business Name (Bob's Burgers)
● Response Command (Reply YES to receive
recurring SMS offers)
● Help Instructions (Reply HELP for help)
● Recurring Program Description (You’ve subscribed
to receive recurring SMS offers)
● Opt-Out Instructions (Text STOP to opt-out)
● Cost Disclosure (Msg&data rates may apply)
© 2014 Tatango, Inc. All rights reserved.
Messaging Requirements
● Business name (Bob's Burgers)
● Stop instructions (Text STOP to end)
● Don't forget the actual content in your message.
© 2014 Tatango, Inc. All rights reserved.
HELP Requirements
● Business Name (Bob's Burgers)
● Recurring Program Description (You’re subscribed
to receive recurring SMS offers)
● Support Toll-Free Number or Website
(For more help, call 1-800-123-5678)
© 2014 Tatango, Inc. All rights reserved.
STOP Requirements
● STOP, END, CANCEL, UNSUBSCRIBE, or QUIT
● Business name (Bob's Burgers)
● Confirmation (You've opted-out, and will receive
no further messages.)
© 2014 Tatango, Inc. All rights reserved.
Abbreviated Terms & Conditions Requirements
● Recurring Program Description (& subscribe to receive recurring SMS offers)
● Stop Instructions (Text STOP to opt-out)
● Cost Disclosure (Msg&data rates may apply)
● T&C/Privacy Policy Link (T&C/Privacy Policy www.bobsburger.com/sms-terms)
© 2014 Tatango, Inc. All rights reserved.
Abbreviated Terms & Conditions Requirements
© 2014 Tatango, Inc. All rights reserved.
Comprehensive Terms & Conditions
● Business Name (Bob’s Burgers)
● Recurring Program Description (You’re subscribed to receive recurring SMS offers)
● Cost Disclosure (Message and Data Rates May Apply)
● STOP Instructions (Text STOP to opt-out)
● HELP Instructions (Text HELP for help)
● Privacy Policy (We take privacy very seriously and agree not to share any of your
information with others)
© 2014 Tatango, Inc. All rights reserved.
Comprehensive Terms & Conditions
Questions?
Derek JohnsonCEO
Tatango@thederekjohnson
© 2014 Tatango, Inc. All rights reserved.