Is sending SMS messages from Long Codes legal?

imsolutionsgroup · 11th Nov 2013, 10:24 AM

I get this question all the time. So, I thought I'd share the answer on the forums.

The answer is, YES. It's legal to send permission-based SMS messages from a long code number (phone number).

Here is the direct line from the Mobile Marketing Association - Mobile Advertising Guidelines:

Delivery

Delivery of SMS Ad messages should be consistent with the MMA Global Code of Conduct. In the U.S., SMS Ad messages should also follow the MMA Consumer Best Practice Guidelines: http://www.mmaglobal.com/bestpractices.pdf

If a user requests additional information be delivered to them via SMS, advertisers should respond to that request within 12 hours or the request (opt-in) for that particular message will be deemed expired.

Responses to user requests may be delivered by an alternate common short code or phone number, but the relationship to the original request should be clearly identifiable by the user. (For more information about short codes, see the MMA Common Short Code Primer, available at http://www.mmaglobal.com/shortcodeprimer.pdf )

You can read the entire PDF here - http://mmaglobal.com/mobileadvertising.pdf

11th Nov 2013, 10:24 AM	#1
imsolutionsgroup Advanced Warrior War Room Member Join Date: 2012 Location: Philadelphia, PA Posts: 629 Thanks: 39 Thanked 197 Times in 103 Posts	Is sending SMS messages from Long Codes legal? Share on: I get this question all the time. So, I thought I'd share the answer on the forums. The answer is, YES. It's legal to send permission-based SMS messages from a long code number (phone number). Here is the direct line from the Mobile Marketing Association - Mobile Advertising Guidelines: Delivery Delivery of SMS Ad messages should be consistent with the MMA Global Code of Conduct. In the U.S., SMS Ad messages should also follow the MMA Consumer Best Practice Guidelines: http://www.mmaglobal.com/bestpractices.pdf If a user requests additional information be delivered to them via SMS, advertisers should respond to that request within 12 hours or the request (opt-in) for that particular message will be deemed expired. Responses to user requests may be delivered by an alternate common short code or phone number, but the relationship to the original request should be clearly identifiable by the user. (For more information about short codes, see the MMA Common Short Code Primer, available at http://www.mmaglobal.com/shortcodeprimer.pdf ) You can read the entire PDF here - http://mmaglobal.com/mobileadvertising.pdf
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