Mobile Marketing Association Brokers Best Practices Deal

The Mobile Marketing Association (MMA) announced that the four largest U.S. wireless service providers - Verizon Wireless, AT&T, Sprint, and T-Mobile USA - have agreed to incorporate their mobile marketing guidelines within the MMA's best practices. The MMA will work with each carrier, as well as other industry partners, to craft the unified best practices, which will have five key benefits:

1) Promote a consistent consumer experience including standardizing key consumer disclosures,

2) Enhance efficiencies in running short code programs,

3) Accelerate the time to market for mobile campaigns,

4) Ensure monitoring programs and audit results are more consistent, and

5) Reduce operational costs across the mobile marketing ecosystem.