MMA releases new Best Practices Guidelines

Today, the Mobile Marketing Association (MMA) released Version 2.0 of their Best Practices Guidelines. They can be downloaded here.

The Best Practices Guidelines have been established to provide a better wireless consumer experience by giving the consumer control over the communication to his/her cell phone and by ensuring that the consumer has been properly informed of all premium charges.

The new guidelines now include specific recommendations re. chat programs, very similar to the T-Mobile playbook requirements. It is expected that these recommendations will be enforced by all carriers. Furthermore, we expect that Verizon will soon start accepting chat programs again, provided they conform with the new MMA guidelines.