White Label SMS FAIL!
Posted 12-12-2011 at 03:12 PM by tjkirgin
Today it was brought to my attention that many of our so called competitors that claim to provide a White Label SMS Solution or White Label SMS Platform REALLY DON'T.
White Label is defined in Wikipedia as:
A white label product or service is a product or service produced by one company (the producer) that other companies (the marketers) rebrand to make it appear as if they made it.
In the world of SMS, a White Label involves the re branding of a cloud based mobile marketing program with the marketers logo.
That is the EASY PART. Upload your logo, DONE.
Not so fast.
Typically these white label mobile marketing applications are running SMS campaigns on a SHARED SHORT CODE leased from the CSCA by the White Label Provider or their upstream vendor.
When a White Label SMS Reseller signs up and starts representing the Shared Short Code as their own, THAT IS WHEN THE PROBLEMS BEGIN.
I am shocked that some of the larger White Label SMS providers don't mask the HELP and STOP keyword auto responders to be campaign specific.
Let me explain:
If you sign up and become an SMS Reseller and you sell ten user accounts to 10 advertisers. They create 10 keywords and start having customers OPT IN by texting their KEYWORD to the SHARED SHORT CODE.
To be CTIA and MMA compliant, every outbound message MUST SAY "to unsubscribe reply STOP for help reply HELP"
Every campaign has churn.
When the resellers customer, advertiser or subscriber reply HELP OR STOP, they get back a messages that DISCLOSES THE TOP LEVEL PROVIDER OF THE SHORT CODE INCLUDING WEB LINK AND 800#
How can it be White Label when all someone has to do is text HELP or STOP TO THE SHARED SHORT CODE TO FIND YOUR PROVIDER?
Look at the attached images for an actual SMS White Label FAIL like what I am talking about:
Notice that after getting the autoresponder, when you reply HELP or STOP the White Label Provider is shown
Both attachments are SMS STOP and HELP responses from different White Label SMS Resellers that are being sold up the river by the provider.
Our platform masks the STOP and HELP commands with the ADVERTISER INFO not the RESELLER PROVIDER.
White Label is defined in Wikipedia as:
A white label product or service is a product or service produced by one company (the producer) that other companies (the marketers) rebrand to make it appear as if they made it.
In the world of SMS, a White Label involves the re branding of a cloud based mobile marketing program with the marketers logo.
That is the EASY PART. Upload your logo, DONE.
Not so fast.
Typically these white label mobile marketing applications are running SMS campaigns on a SHARED SHORT CODE leased from the CSCA by the White Label Provider or their upstream vendor.
When a White Label SMS Reseller signs up and starts representing the Shared Short Code as their own, THAT IS WHEN THE PROBLEMS BEGIN.
I am shocked that some of the larger White Label SMS providers don't mask the HELP and STOP keyword auto responders to be campaign specific.
Let me explain:
If you sign up and become an SMS Reseller and you sell ten user accounts to 10 advertisers. They create 10 keywords and start having customers OPT IN by texting their KEYWORD to the SHARED SHORT CODE.
To be CTIA and MMA compliant, every outbound message MUST SAY "to unsubscribe reply STOP for help reply HELP"
Every campaign has churn.
When the resellers customer, advertiser or subscriber reply HELP OR STOP, they get back a messages that DISCLOSES THE TOP LEVEL PROVIDER OF THE SHORT CODE INCLUDING WEB LINK AND 800#
How can it be White Label when all someone has to do is text HELP or STOP TO THE SHARED SHORT CODE TO FIND YOUR PROVIDER?
Look at the attached images for an actual SMS White Label FAIL like what I am talking about:
Notice that after getting the autoresponder, when you reply HELP or STOP the White Label Provider is shown
Both attachments are SMS STOP and HELP responses from different White Label SMS Resellers that are being sold up the river by the provider.
Our platform masks the STOP and HELP commands with the ADVERTISER INFO not the RESELLER PROVIDER.
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