MMA Releases New US Consumer Best Practices, V4.0

The Mobile Marketing Association has released the latest version of its “U.S Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services. More simply, its the latest iteration of guidelines in terms of cross-carrier mobile content services such as SMS, MMS, shortcode services, Interactive Voice Response (IVR) and the mobile Web.

Dubbed version 4.0, the new guidelines represent the first time the individual mobile marketing guidelines and codes of conduct, known as “carrier playbooks,” of the four largest U.S. wireless service providers: Verizon Wireless, AT&T, Sprint and T-Mobile USA have been consolidated into one integrated “rule book” so to speak.