In this article, we will explain who the CTIA and the guidelines they set forth, which must be followed.
About
The CTIA - The Wireless Association, was originally know as the Cellular Telephone Industries Association. The CTIA is an international trade group made up of wireless carriers and other significant industry figures that operate in the mobile space. They enforce mobile marketing practices that are in the best interests of consumers.
The CTIA have specific guidelines that relate to short code based text marketing programs, which are enforceable through audits. A full version of these guidelines can be found here. If your text marketing program is found to be in violation of the CTIA guidelines, the CTIA reserve the power the shutdown or suspend your program until the issues have been resolved.
Guidelines
Call To Action/Advertisements
The CTIA set forth requirements that must be included in your advertisement and call to action that promotes opt-in. Information on these requirements can be found here.
Terms and Conditions
Click here to see the requirements for your terms and conditions.
Text Message Requirements
1 - Confirmation Text Message
When a contact successfully opts in to receive text messages, the CTIA specify that they receive a text message confirming their opt-in. MOBIT calls this message the confirmation text message. The CTIA also set forth requirements for this confirmation message.
2 - Help Requests
Contacts must also be able to request HELP at any time by replying HELP to a text message they receive. The CTIA requires this message includes:
- Program (brand) name OR product description
- Additional customer care contact information
MOBIT automatically generates this message for you. It reads:
You're opted in to receive periodic text messages from [Company Name]. Reply Stop To Cancel. Msg&Data rates may apply. For further assistance visit mobit.com/help
3 - Acknowledge Opt-Out Requests
Contacts must be able to opt-out of receiving text messages at any time by texting the keywords STOP, END, CANCEL, UNSUBSCRIBE, and QUIT. Other responses will also result in a contact being opted out. Once an opt-out request has being received, it must be acknowledged and acted on. Contacts must be opted out and a message confirming they have been opted out.
Whenever MOBIT receives one of these opt-out requests, the contact will automatically have their opt-in status set to unsubscribed and will receive the following message:
You have been unsubscribed and will no longer receive text messages from [Company Name]. For further assistance visit mobit.com/help