The Mobile Marketing Association's ("MMA") U.S.
Consumer Best Practices for Messaging (the "Guidelines")
are the telemarketing industry's standard guidelines for Short
Message Service ("SMS") marketing campaigns.
The Cellular Telecommunications Industry Association (the
"CTIA") enforces the Guidelines by auditing the
telemarketing practices of SMS program sponsors. Although the
Guidelines are not law (like the Telephone Consumer Protection Act
("TCPA") and Telemarketing Sales Rule ("TSR")),
the CTIA reports non-compliant SMS programs and providers to the
major wireless carriers, which can choose to shut down or suspend
the questioned marketing endeavors.
This Practice Guide offers a non-exhaustive, concise source of
information to assist SMS marketers in navigating the Guidelines.
Please note that each SMS program is unique, and auditing standards
often differ from carrier to carrier. Telemarketers seeking
guidance tailored to their specific needs should speak to
