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wireless phone bill or deducted from their prepaid balance account
 Give help instructions and toll free customer care number where
available
2.6.3 Premium Rate Double Opt In via IVR
Guideline MMA ID
2.6.3-1 Some consumers prefer to initiate new SMS services from an IVR (Interactive
Voice Response) platform. The IVR phone number is used in the providers
call to action. The caller dials into the IVR system initiating the first opt-in.
The IVR prompts must clearly explain the service, pricing and/or billing and
offer details to the consumer. After the details of the program have been
relayed to the subscriber via the IVR system, the subscriber is prompted to
press a key to enter into the IVR program. This key press is recorded by the
system and constitutes the caller’s second opt-in to the program. Regardless
of the opt-in process, the goal is that the entire terms of the offer must be
clear to the subscriber through the process. An example of Opt-in via IVR can
be found at CCS-EG-04.
CCS-135
2.6.3-2 Some mobile related services are initiated from an IVR (Interactive Voice
Response) platform. An IVR phone number (800 number, local number,
premium rate number, pound (#) code or other) is used in the providers’ call
to action.
CCS-136
2.6.3-3 When the consumer dials into the IVR system (initial opt-in), the IVR should
outline the service and offer details
CCS-137
2.6.3-4 The IVR system should then subsequently ask the consumer to confirm their
purchase with a key press (secondary opt-in).
CCS-138
2.6.3-5 The user’s input must be captured to record his consent (double opt-in). CCS-139
2.6.3-6 The IVR should then send a confirmation MT message to the user’s handset. CCS-140
2.6.3-7 In cases where the number the user is calling from differs from the number
the service will be billed to (for example in the case of land-line callers); a
PIN verification message has to be sent out by the IVR to the mobile number
the service will be billed on.
CCS-141
2.6.3-8 The consumer must input the PIN into the IVR system prior to the provider
initiating and billing the service
CCS-142
2.6.3-9 The above confirmation step should be recorded and stored by the IVR
system.
CCS-143
2.6.3-10 In the case where content is purchased, users should be informed of the next
steps to download and install their new content on their phone.
CCS-144
2.6.3-11 Consumers should be re-informed of how to call back and get help in case of
problems downloading or installing their content.
CCS-145
2.6.4 Premium Rate Double Opt In via Participation TV (PTV)
Participation TV allows home viewers to interact with the TV program via
their mobile device. There are three types of PTV programs. Participation TV
programs can be FTEU, Standard Rate, or Premium Rated.
CCS-147
Guideline MMA ID
2.6.4-1 When there is a premium SMS rate associated with the PTV program there is
a possible exception to the double opt-in rule. To qualify for the exception,
the following pricing elements should exist and the call to action should
contain the following conditions:
CCS-148
2.6.4-2  The interaction is transaction-based messaging, not subscription. CCS-149
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2.6.4-3  A thank you message, including advice of charge, should be sent
following the MO. This is also where textual content can be added as well
as the opportunity to ask if the participant would like to receive more
information from the show. This message can be truncated not to exceed
320 characters (2 SMS messages).
CCS-150
2.6.4-4  If there is a limit to the number of votes a subscriber may submit to the
program, this limit needs to be communicated once the subscriber has
passed the limit.
CCS-151
2.6.4-5 The on-air call to action and advice of charge needs to be clear and
conspicuous, and needs to contain the following elements:
CCS-152
2.6.4-6  Premium charges must be included in the first line of the CTA. CCS-153
2.6.4-7  The first call to action must include both verbal and visual instruction on
program pricing. Subsequent calls to action may be visual only given that
if the program extends beyond 60 minutes, one verbal call to action must
be included every half hour.
CCS-154
2.6.4-8  If there is a time frame to enter it should be included in verbal and visual
instructions.
CCS-155
2.6.4-9  The call to action (CTA) should communicate the location of legal terms
and conditions and FAQs (Frequently Asked Questions).
CCS-156
2.6.4-10  Visual call to actions should use a minimum of 22 or 23 scan lines or font
size of 12 in order to ensure the details are legible in the CTA, when used
in conjunction with a verbal call to action and be onscreen for 3 seconds
for the first line of text and 1 second for each additional line. A minimum
of 23 scan lines should be used when the call to action does not include a
verbal call to action.
CCS-157
2.6.4-11 The call to action shall clearly identify verbally and textually any charges the
consumer will incur on their mobile invoice by interacting with participation
TV program. Examples of verbal scripts or textual language that should be
included in the CTA by tariff type can be found.
CCS-158
2.6.5 Premium Rate Double Opt In via Mobile Web/ WAP
*Please refer to specific carrier guidelines on Mobile Web and Premium WAP details
requirements and the difference between them.
Guideline MMA ID
2.6.5-1 Best practice includes ensuring that the consumer is
advised of any failures in the WAP payment flow. A
payment failure page should be presented in the
event that the billing request is unsuccessful.
CCS-169
2.6.5-2 The page should contain the text set out in the items below.:
 Clicking “Continue” from this failure page should take the user back to
the content provider site.”
CCS-170
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2.6.5-3  There is an optional field to provide more detail on the reasons for failure
(out of funds, unsuccessful connection, etc.) where the billing platform
provides this information in real-time.
CCS-171
2.6.5-4  Carrier ability to waive double opt-in—In certain instances, carriers may
waive the double opt-in on a program-by-program basis.
CCS-172
2.6.5-5 Because opt-in and opt-out messages are administrative in nature, they
should not result in any premium charges for the subscriber.
CCS-173
2.7 Program Termination and Opt Out
Guideline MMA ID
2.7-1 Directions on how to unsubscribe from the program should be included in
program messaging on a regular basis.
CCS-08
2.7-2 Content providers must offer subscribers the opportunity to cancel the service at
anytime. Charges for services that are billed daily may only be applied for
services received up to the date of cancellation.
CCS-35
2.7-3 It is fundamental to the concept of control that a subscriber maintains the ability
to stop participating and receiving messages from a short code program when
desired. To facilitate this capability, the following general rules govern program
opt-out:
CCS-38
2.7-4 A subscriber can stop participating and receiving messages from any program by
sending STOP to the short code used for that program.
 END, CANCEL, UNSUBSCRIBE or QUIT should also be opt-out key words for
all programs; however, content providers should feature the word STOP in
their advertising and messaging.
 The opt out keyword STOP sent by the subscriber cannot be case sensitive
 The STOP keyword must work in the native language of the program. In a
non-English program, the English keyword must not return an error
message.
CCS-40
2.7-5 Programs can support other opt-out words, but at a minimum, they must
support these five words outlined above.
CCS-42
2.7-6 If the subscriber is participating in multiple programs on the short code, there
are two options for the content provider when a subscriber sends an opt-out
request:
 The content provider sends a menu of the programs the subscriber is
subscribed to and the subscriber has the responsibility to reply with the
specific keyword to the specific program they would like to be opted out of.
To ensure subscribers also have a way to opt-out of all programs within this
menu, STOP ALL must be added to the menu choices. The stop menu
message does NOT need to contain
i) “Msg&Data Rates May Apply”
ii) Pricing
iii) Sponsor contact information.
 Or if the subscriber sent STOP ALL to the short code, they are opted-out of
all programs they were enrolled in on that short code.
CCS-41
2.7-7 This STOP command applies to all programs, including one-time use programs
where the subscriber will not receive additional messages. This is to avoid
subscriber confusion around the use of the STOP command.
CCS-43
2.7-8 The STOP command should never result in an error being sent back to the
subscriber.
CCS-44
2.7-9 Short codes running MMS programs should handle the STOP keyword correctly,
regardless whether the subscriber sends the keyword via MMS or SMS.
CCS-45
2.7-10 Short code programs should support mixed case opt-out commands and ignore
subsequent non-keyword text.
CCS-46
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2.7-11 When sent, these words cancel the subscriber’s previous opt-in for messaging. CCS-47
2.7-12 An MT message confirming the opt-out should be sent to the subscriber. This
should not be a premium message. This message should reference the specific
program the subscriber has opted-out from. No further messages should be sent
to the subscriber from this program, including marketing messages for any
related or unrelated programs.
CCS-48
2.7-13 Any IVR system that offers the possibility to opt-in to a mobile service must also
offer the possibility to opt-out. This should be available through the IVR,
customer service, a web site, or SMS.
CCS-49
2.7-14 When STOP, or any of the opt-out keywords above, is sent to a program, the
program should respond with an MT message, whether or not the subscriber is
subscribed to the program or not.
CCS-50
2.7-15 Content providers should periodically scan their MO logs for subscribers that are
clearly trying to unsubscribe to a service, but are not following the programmed
rules. And then take the action to end their subscription based on those MO logs.
CCS-51
2.7-16 The content provider (or the aggregator) should record and store all opt-out
transactions.
CCS-52
2.7-17 If a subscriber is inactive in any program for six months, the opt-in should
expire. At that time, it is permissible to send the subscriber one final MT
message notifying them that his/her username and other subscription
information will be deleted from the program. No messages to the subscriber
after the expiration are permitted. This provision does not apply to programs
where the subscriber may have stored value (i.e., remaining credits) with the
content provider.
CCS-106
2.7-18 No additional premium charges should be applied to the subscribers account
after the opt-out command is received from the subscriber.
CCS-174
2.7-19 Subscribers should be able to terminate their participation in a subscription
program as specified in the opt-out section. Below are additional requirements
for terminations of subscription programs:
2.7-20  When a subscriber opts-out of a program, no further premium charges
should be submitted by that program for that subscriber.
CCS-198
2.7-21  There should be no minimum subscription periods for any program. For
clarity, this does not mean that pro-ration is required.
CCS-199
2.7-22  For subscription services that do not originate from an MO text message, but
originate for example from a direct URL entry or search link to a WAP site,
the payment advice page must clearly and conspicuously present the
following program details:
CCS-200
2.7-23  Identification of the program as a subscription and the billing interval. CCS-201
2.7-24  Contact details for the program sponsor—Either a toll-free number or a Web
site address for opt-out details.
CCS-202
2.7-25 This should include use of the STOP command or its variants, as set out above,
and a mobile or PC website where the user can list live subscriptions and cancel
any or all of these.
CCS-203
2.7-26 For chat programs, the subscriber should be opted-out after 90 days of
inactivity. An informational message informing the subscriber of the opt-out may
be sent.
CCS-213
2.7-27 Regardless of the subscriber’s status, he/she should be able to opt-out of the
program at any time.
CCS-225
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2.8 Customer Care and HELP Guidelines
Guideline MMA ID
2.8-1 It is important for subscribers to understand and be in control of their
participation in short code programs; therefore, program information should be
transparent. Regardless of manner of entry for a subscriber, help messaging
commands, phone numbers, URL’s, and email address’ should result in the
subscriber receiving help with their issue. Dead ends that do not the result in the
ability for subscribers to resolve their issues are not acceptable.
CCS-53
2.8-2 Subscribers must be able to reach customer service through the IVR for
assistance with the IVR mobile program.
CCS-67
2.8-3 A subscriber can receive help information by sending the word HELP to any
program. HELP or HLP key words should work for all subscriber requests. HLP is
optional for HELP, but not required.
 The HELP keyword sent by the consumer cannot be case sensitive
 The HELP keyword must work in the native language of the program. In a
non-English program, the English keyword must not return an error
message.
CCS-68
2.8-4 For short codes running MMS programs, a help response should be returned
whether the subscriber sends in HELP to the short code via MMS or SMS.
CCS-54
2.8-5 HELP messages should not result in premium charges to the subscriber’s bill. CCS-56
2.8-6 Responses to HELP requests should be available to anyone who requests help
information from the short code via SMS.
CCS-57
2.8-7 To help subscribers understand their participation, each program should respond
with the program details listed below when the subscriber sends the keyword
HELP to the program short code if they are only subscribed to one service.
CCS-57.5
2.8-8  Identity of program sponsor—This is defined as the program name, company
name, or brand associated with the campaign.
CCS-58
2.8-9  Customer support info — Either a toll-free number or Web address. CCS-59
2.8-10  Service description of program — For example, Fun Stuff Premium Chat. CCS-60
2.8-11  Service price—For example, $0.99 per mobile originated message; $3.99 per
month.
CCS-61
2.8-12  Opt-out information CCS-62
2.8-13  Privacy statement, if applicable. CCS-63
2.8-14 Help messages do not need to contain renewal date information. CCS-64
2.8-15 If the short code has multiple programs (keywords) on the same short code, the
application should respond in one of two ways:
If the subscriber has opted in to only one program, the application should supply
the information for the program the subscriber is opted-in to.
If the subscriber is opted-in to multiple programs, the application should present
a multiple-choice question asking the subscriber what program they would like
help on. The help menu does NOT need to include:
“Msg&Data Rates May Apply”, STOP, Pricing, Or Sponsor Contact Information
The menu should contain a question of what the subscriber seeks help with and
a list of options for the user to get help on.
CCS-55
2.8-16 Should there be multiple programs running on the short code, the subscriber can
be directed to a Web site, WAP site, SMS quiz session, or toll-free number that
provides a better customer care experience, as long as basic information about
the program is in the help reply message. A help menu is preferred over sending
the consumer to these places for help. The help menu content descriptions are
outlined above.
CCS-65
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2.8-17 Where there is no short code initiating access to the service, help must be
provided as a link from WAP payment presentation pages. This page containing
help should, at a minimum, identify services that are currently opted into, optout
(cancellation) information, pricing and payment terms. It is recommended
that a PC-accessible web site be provided into which a user entering their cell
phone number can retrieve detailed information on all live services provided by
that program sponsor.
CCS-66
2.8-18 For premium rated programs, HELP should be advertised in the confirmation and
second MT message.
CCS-176
2.9 Customer Record Maintenance
Guideline MMA ID
2.9-1 To the extent that carriers supply deactivation and recycled number information,
content providers and aggregators are required to have appropriate and
effective systems and processes for managing deactivation and recycled number
information. These systems and processes should be designed to ensure that
mobile content programs subscribed to by previous holders of a specific phone
number do not continue to be delivered or billed to a subsequent holder of that
number when it is reassigned. Content providers and aggregators should process
deactivation information within three business days of receipt.
CCS-69
2.9-2 Independent of method of entry (SMS, MMS, Web, WAP, IVR) opt-in and opt-out
records – including single, double and triple opt-in records – should be retained
from the time the subscriber opts-in until a minimum of six months after the
subscriber has opted-out of the program (minimum opt-in archiving period is
one calendar year). These records should be made available to the aggregator or
carrier upon request.
CCS-107
2.9-3 The content provider/aggregator is responsible for tracking program opt-in
information by subscriber.
CCS-123
2.10 Promotional Content
Guideline MMA ID
2.10-1 This section describes the use of promotional content. Regardless of the
descriptions of pricing below, all marketing and promotion of content must
comply with the Best Practices articulated in the Advertising section of this
document, specifically the use of the word FREE.
CCS-78
2.10-2 Marketers sometimes want to use mobile content as a marketing technique to
entice consumers to participate in mobile programs. Mobile Marketing content
falls into two different categories: Promotional Content, Premium Content
CCS-79
2.10-3 Promotional Content – This content is usually proprietary (e.g., a corporate
mascot logo as a wallpaper, or a promotional wallpaper from a content
provider) and not for sale elsewhere in the mobile channel. Since it is not
possible to purchase this content, and offering it to consumers promotes the
use of data services, programs that include this type of content are generally
approved by the carriers.
CCS-80
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2.10-4 Premium Content – This is content that consumer pays associated fees to
obtain, and is generally available for sale elsewhere in the mobile channel.
There are two possible uses of free of charge premium content in a mobile
marketing context:
Premium Content Given Away – To Increase Content Sales – An
example of how Premium Content may be used to increase content
sales is a program where a content provider gives away Premium
Content to entice the consumer to purchase additional content, or to
enter a content subscription. These programs are usually run by the
content provider themselves, or by other service providers whose main
goal is to increase premium content sales. Programs that provide
content without charge to entice consumer to participate in the program
will be approved by the carriers on a case-by-case basis.
Premium Content Used In Advertising – An example of how
Premium Content may be used in advertising is a program where the
advertiser is not a content provider and gives away content that is also
for sale elsewhere in the mobile channel. An example is a consumer
packaged goods (CPG) company that gives away a ringtone from a
recording artist they have a relationship with. These programs will be
approved by the carriers on a case-by-case basis.
CCS-81
2.11 Sweepstakes & Contests
Sweepstakes and contests, including those conducted on the mobile platform,
are among the most regulated of marketing tactics.
CCS-94
Mobile Sweepstakes and Contests definitions: CCS-95
Sweepstakes – A sweepstakes is a legal game that includes a prize, and a
game of chance. No consideration is allowed.
Contest – A contest is a promotional mechanism that includes a prize, and a
game of skill. Consideration is allowed, but there cannot be any element of
chance.
Lottery – A lottery is a game that includes a prize, a game of chance, and
consideration. Federal legislation and State laws govern (and disallow) all
lotteries for promotional purposes.
Consideration – Although the definition of consideration varies from state to
state, generally, consideration means that a willing participant is required to
purchase something or pay for access to be eligible to enter a game.
Guideline MMA ID
2.11-1 Consideration may be monetary or non-monetary (an example of nonmonetary
consideration is a sweepstakes where the participant is required to
provide detailed consumer information to be eligible).
CCS-96
2.11-2 All sweepstakes must offer a free Alternative Method Of Entry (AMOE). Allowing
participants to enter via mail, internet, fax or Interactive Voice Recognition
(IVR) via a toll free number are all forms of AMOE, but are not the only forms
of free AMOE.
CCS-97
2.11-3 Anyone running a sweepstakes should seek legal guidance when drawing up
rules. This is especially important if premium SMS is being considered as part
of the sweepstakes.
CCS-98
2.11-4 Poorly written and/or incomplete sweepstakes rules can, and will, result in
delays in carrier program approval and/or carrier rejection, even for nonpremium
sweepstakes.
CCS-99
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2.12 Use of ‘Free’ and ‘Bonus’ Terminology
Guideline MMA ID
The FTC defines the use of ‘free’ in its ‘FTC Guide Concerning Use of the
Word “Free” and Similar Representations’. The FTC defines ‘Free’ as:
(Excerpt) The public understands that, except in the case of introductory
offers in connection with the sale of a product or service (See paragraph
(f) of this section), an offer of “Free’’ merchandise or service is based
upon a regular price for the merchandise or service which must be
purchased by consumers in order to avail themselves of that which is
represented to be “Free’’. In other words, when the purchaser is told
that an article is “Free’’ to him if another article is purchased, the word
“Free’’ indicates that he is paying nothing for that article and no more
than the regular price for the other. Thus, a purchaser has a right to
believe that the merchant will not directly and immediately recover, in
whole or in part, the cost of the free merchandise or service by marking
up the price of the article which must be purchased, by the substitution of
inferior merchandise or service, or otherwise.
CCS-283
2.12 – 1 The program is not promoted as “free” when premium fees are associated
with the program that the subscriber will pay with a reasonable level of
participation in the program.
If there are obligations associated with the term ‘free’, the full commercial
offer should be disclosed in the same manner at point of offer as the ‘free’
promotion. The entire offer must be presented in same place (i.e. banner ad,
top of ad, etc.). It is important that if the word FREE is used in promoting the
service that it be accompanied by WITH SUBSCRIPTION for premium
subscription content, or FREE with transport charges. Free should never be
promoted alone and should always have an indication or means of transport.
‘Bonus’ or ‘Complimentary’ are acceptable alternative terms to the word ‘free’
provided there is terminology that indicates the consumer is signing up for a
program in order to receive the bonus or complimentary content.
CCS-119
2.13 Terms & Conditions
Guideline MMA ID
2.13-1 Terms and Conditions must contain the following:
 Carrier pricing and messaging frequency
CCS-111
2.13-2  If the service is a subscription CCS-112
2.13-3  Information disclosing that the premium charge will be added to the
subscriber’s wireless phone bill or deducted from their prepaid account
CCS-113
2.13-4  Contact info (#800, email address, or website) CCS-114
2.13-5  The above terms apply to WAP sites IF the subscriber is charged for
accessing the WAP site home (or landing) page. Otherwise, all advice of
charges must be clearly and conspicuously presented within the site, as
shown in the example CCS-EG-06.
CCS-115
2.13-6  That the payment will be made to the subscriber’s wireless phone bill. CCS-165
2.13-7  That the user will be advised of all charges before being billed. CCS-166
2.13-8  The description that will appear on the subscriber’s phone bill or deducted
from their pre-paid balance.
CCS-167
2.13-9  There should be a link providing customer care contact information and
advice that other ancillary charge, such as carrier data charges, that may
be incurred.
CCS-168
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2.14 Bill Face Descriptors
Guideline MMA ID
2.14-1 Where applicable, the content provider or vendor may remind the subscriber of
the bill-face descriptor that will appear on their wireless phone bill. This
reminder could take the form of a text message, web based copy, an audio
prompt or text within a print ad.
The ability of vendors to provide this information accurately depends upon the
disclosure and accuracy of the carrier bill-face formats provided by the carriers.
CCS-236
2.14-2 Bill Face Descriptor: Carriers may choose to include bill face descriptors for FTEU
messages, consistent with those described in the section “Customer Care” in this
document. In this case, the descriptors should be clearly denoted as free of
charge.
CCS-251
2.15 Premium Billing Dispute Resolution
Customer satisfaction is essential to the ongoing health of the mobile ecosystem,
and is a key to the continued growth of mobile marketing. As such, we
understand the importance of establishing a mechanism that empowers
consumers to address questions or concerns regarding a mobile transaction.
Guideline MMA ID
2.15-1 Potential Scenarios requiring Dispute Resolution:
 Subscriber cannot cancel text-messaging service.
 Subscriber ordered content (e.g., Ringtone, Games and Movies), but content
either did not stream, download or does not load properly.
 Subscriber disputes a PSMS charge on his phone bill (one-time).
 Subscriber disputes a SMS subscription service.
 Subscriber feels he has been deceived by a mobile marketing message
and/or program.
Dispute Resolution Principle:
 Dispute resolution is in the sole discretion and management of each wireless
carrier for their respective customers.
CCS-237
2.16 Affiliate Marketing
Affiliate Marketing is a process whereby a content provider provides financial
consideration to one or more persons or entities in exchange for their agreement
to offer content providers’ products and/or services to consumers.
CCS-116.5
Guideline MMA ID
2.16-1 To ensure that advertising of mobile products and services offered via Affiliate
Marketing is clear and accurate, content providers engaging in Affiliate Marketing
agree that:
 Marketing via the email channel shall comply with the CAN-SPAM Act of 2003
(Controlling the Assault of Non-Solicited Pornography & Marketing Act) and
any and all implementing regulations promulgated by the Federal Trade
Commission and the Federal Communications Commission, and;
CCS-116
2.16-2  Mobile Identification Number (MIN) entry, and Personal Identification (PIN)
entry pages (including but not limited to pages that provide a mechanism for
users to make a purchase of content providers’ products and services) must
be controlled and monitored by the applicable 3.7-content provider for
compliance to applicable law and MMA Guidelines.
CCS-117
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2.16.1 Affiliate Marketing Web-based Carrier Select Page
Guideline MMA ID
2.16.1-1 Content providers should terminate their relationship with any party engaged
in Affiliate Marketing on their behalf that is found to be non-compliant. Web
pages used for affiliate marketing are commonly known as Jump Pages.
Jump pages, which are third party hosted pages that redirect a consumer to
one or more content provider’s websites, are known as Carrier-Select Jump
Pages. The following describes what is required and not allowed on Carrier-
Select Jump Pages:
Required
 If any alternative wireless content is being advertised it must be
disclosed in a font no smaller than 1/2 the font size of the primary
offer description and no further than 20 pixels from the primary offer
description with a minimum of 25 point font size
 Carrier logos distributed from or approved by carriers.
Not allowed
 Purchase flow;
 Request/take MIN or PIN information;
 Inappropriate or unapproved content per individual carrier guidelines
 Inappropriate use of the word ‘free’ (CCS-30)
 Use of carrier logo or name if advertising any service when that
service is not supported by that carrier.
CCS-118
2.17 Premium WAP Sites
Guideline MMA ID
2.17-1 Access to content presented in the form of browse-able WAP sites may be
initiated by SMS short code, by WAP push from a PC website, by direct entry of
a URL, by clicking a search link, etc. While opt-in may not originate through an
SMS short code, subscribers are still billed “on-net” through PSMS or direct
carrier billing connections, placing such sites under the governance of these
Consumer Best Practice Guidelines.
CCS-159
2.17-2 The same opt-in rules apply for WAP sites as for SMS program double opt-in IF
there is any charge associated with accessing the first page of a WAP site
presented when the subscriber selects a service message (embedded link or
WAP push message), or browses to that page by any other means.
CCS-160
2.17-3 There is no requirement for opt-in text messages IF the first page of a WAP site
presented to the user does not incur a charge, and any subsequent charges are
clearly setout, requiring an explicit user action as described below.
CCS-161
2.17-4 Before any billing events can be generated, the advice of charge must be
presented clearly to the customer, in substantially the same format as the
payment flow shown below.
CCS-162
2.17-5 There must be an explicit “Buy” button visible to the user on the first screen of
the payment details page. Only when the user clicks this button should a billing
event be generated. “Buy” may be replaced with “Subscribe” or “Purchase”
terminology.
CCS-163
2.17-6 There must be an explicit “Cancel” button available to the user on the first
screen of the payment details page immediately below the Buy button and
visible without requiring the user to scroll down the screen.
CCS-164
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2.17-7 There must be an explicit “Terms and conditions” link available to the user,
listed directly after the “Cancel” button. The Terms and conditions page shown
to the user should contain at a minimum the following information:
CCS-
166.5
2.17-8  That the payment will be made to the subscriber’s wireless phone bill. CCS-165
2.17-9  That the user will be advised of all charges before being billed. CCS-166
2.17-10  The description that will appear on the subscriber’s phone bill or deducted
from their pre-paid balance.
CCS-167
2.17-11  There should be a link providing customer care contact information and
advice that other ancillary charges, such as carrier data charges, that may
be incurred.
CCS-168
2.18 Subscription Programs
A subscription program is any program the subscriber opts-in to where the
result is that the subscriber passively incurs premium charges over time for
content delivery. There are two kinds of subscription programs:
1) A program for a set period of time, such as one month.
2) A program for a set number of uses, after which the subscriber may be
charged for another “bucket” of uses.
Guideline MMA ID
2.19-1 In addition to the information required in the double opt-in mechanisms in
section 3.1 Premium Rate Double Opt In via SMS, the opt-in flow for a
subscription program must also include the following:
 Identification of the program as a subscription and the billing interval.
CCS-178
2.19-2  The word “subscription” or equivalent must be used in the advertising and
T&Cs.
CCS-267
2.19-3  Contact details for the program sponsor—Either a toll free number or a
Web site address for opt-out details.
CCS-179
2.19-4 Subscription periods should not be longer than one month. CCS-180
2.19-5 Regardless of the subscription period (daily, weekly, monthly, for example),
the subscriber should be notified of the subscription pricing in conjunction with
the subscription period
CCS-181
2.19-6 Before the program is renewed, or at a minimum of once per month, a renewal
message must be sent to the participating subscriber’s handset containing
these details:
CCS-193.5
2.19-7  The name of program CCS-192
2.19-8  The fact that the program is a subscription and is being renewed CCS-193
2.19-9  Billing period and advice of charge for the program CCS-194
2.19-10  Opt-out details CCS-195
2.19-11 This information may be supplied in other program-related messaging to the
handset but should coincide with the subscription anniversary.
CCS-196
2.19-12 Each subscription service must be renewed independently of when the
subscription was originally ordered.
CCS-197
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2.18.1 Subscription Double Opt In via Mobile Web/ WAP
*Please refer to specific carrier guidelines on Mobile Web and Premium WAP details requirements
and the difference between them.
Guideline MMA ID
2.18.1-1 For subscriptions opted-in to through the WAP flow, the advice of charge
page shown below must be presented to the subscriber by the content
provider. This page describes the purchase terms of the subscription
including the billing frequency and the purchase link name is changed from
“Buy” to “Subscribe”.
CCS-182
2.18.1-2 The payment advice page should include the following content:
 “Click to confirm your purchase of
for per .”
CCS-183
2.18.1-3  A link or button that activates the subscription. The name of this link
should clearly convey to the subscriber that clicking on the link will
activate the subscription. e.g. “Subscribe”, “Buy Now”, “Charge my
phone bill”
CCS-184
2.18.1-4  A link or button directly below the activation link that says “Cancel”. CCS-185
2.18.1-5  A link saying “Terms & Conditions”. This link must lead to a page listing
detailed terms and conditions of the service, including at a minimum the
name and contact details of the content provider.
CCS-186
2.18.1-6  A link saying “Msg&Data Rates May Apply”. This link must lead to a page
describing the standard rate data and messaging charges that may
apply, depending on a subscriber’s plan
CCS-187
2.18.1-7 When the subscriber clicks the “Subscribe” or subscription activation link, the
page to which they are re-directed containing the content for download
should display the following confirmation text:
 Thank you for your payment of . Your subscription has been
activated
CCS-188
2.18.1-8 This confirmation page must also state how to use the HELP and STOP text
commands to the relevant short code.
CCS-189
2.18.1-9 Once a subscriber has successfully opted into the program via a Mobile Web
browser, an MT message should be sent notifying the subscriber of the
purchase, serving as the notice of charge for the transaction. This message
should be sent to the subscriber within twelve hours of opting in and should
include the following information: program name, price of subscription, billing
period, HELP to receive help, and STOP to opt-out.
CCS-190
2.18.1-10 Example of WAP Subscription
First Opt-in Second Opt-In Confirmation Page
CCS-191
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2.19 Spending Cap Limits – Non Chat Programs
Guideline MMA ID
2.19-1 Spending Cap Limits for non-chat programs (Chat programs use spending cap
limits as defined in the Chat section) is defined as follows. The policy on
spending cap limits is set by individual carriers. These guidelines are intended to
support policy synchronization to enable a consistent customer experience and
enable more efficient compliance and monitoring. The guidance is as follows:
CCS-230
2.19-2  Spending cap limits are set on a per short code basis. CCS-231
2.19-3  Spending cap limits are based on an operational month based on date of
initial sign up (example: user signs up on April 4th, all months will end on
the 4th of each month).
CCS-232
2.19-4  There should be an additional opt-in required from the subscriber once they
have reached $50 of premium charges on a short code, with additional optins
required from the subscriber every $25 of premium charges incurred
thereafter. These additional opt-ins are referred to as triple opt-ins.
CCS-233
2.19-5  Each carrier may have their own policy regarding hard spending caps (i.e.
spending limits that cannot be exceeded, regardless of additional triple optins),
check with your aggregator for details.
CCS-234
2.19-6  Triple opt-in messages should express cumulative premium charge dollar
amounts reached (for example $50, $75), not the number of messages
billed.
CCS-235
2.20 Chat Programs
There are two types of chat: one-to-one and group (or community) chat. CCS-204
These chat programs come in two types: Peer to Peer or Operator
Assisted.
Peer-to-Peer chat programs include interactions between two individuals, neither
of whom are paid “chat professional”.
CCS-205
Group chat programs are typically designed so that multiple chat participants
may interact with each other during a chat session. As a result, many premium
messages are distributed to an end user after the end user has initiated
interaction with a member of the group
CCS-207
Guideline MMA ID
2.20-1 Group chat programs must be monitored 24×7 by chat providers for compliance
with the specific carrier agreements, policy, and all applicable laws and
regulations.
CCS-208
2.20-2 The number of participants in a group chat session should be limited to provide a
good subscriber experience.
CCS-209
2.20-3 Bots should not be used in chat. This does not apply to registration or
administrative chats or to match interactions.
CCS-210
2.20-4 Chat participants should have the ability to report and block members whose
activities are perceived as abusive, threatening, or inappropriate, or that
promote illegal activity.
CCS-211
2.20-5 Administrative messages associated with opting into a Chat program and setting
up profiles should not incur premium charges.
CCS-212
2.20.1 Chat Programs- Messaging Frequency
Guideline MMA ID
2.20.1-1 At a maximum, two premium chat messages—or five standard rate chat
messages—may be sent in a 24-hour period.
CCS-215
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2.20.1-2 While the subscriber is in PAUSED status, no premium charges should be
applied to their account.
CCS-226
2.20.1-3 The content providers should not be allowed to queue messages to send to
the PAUSED subscriber for re-transmission later.
CCS-227
2.20.1-4 Operator Assisted chat programs are all chat programs that are not peer-topeer.
For Operator Assisted chat, the interaction should be a one-to-one
message ratio.
CCS-206
2.20.2 Advertising for Chat Programs
Guideline MMA ID
2.20.2-1 Advertising for chat programs should not imply unapproved content. CCS-228
2.20.2-2 For operator-assisted chat, appropriate disclosure should be made in the
advertising and terms and conditions of the program.
Example disclosure wording: This program employs operators who are paid to
participate in chat.
CCS-229
2.20.3 Spending Cap Limits –Chat Programs
Guideline MMA ID
2.20.3-1 Subscription, bundle, or per-message billing are billing options given when
the subscriber is notified and opts in for $25 in premium charges. The policy
on spending cap limits is set by individual carriers. These guidelines are
intended to support policy synchronization to enable a consistent customer
experience and enable more efficient compliance and monitoring.
The guidance is as follows:
CCS-216
2.20.3-2  Spending cap limits are set on a per short code basis. CCS-217
2.20.3-3  Spending cap limits are based on an operational month based on date of
initial sign-up (example: user signs up on April 4th, all months will end
on the 4th of each month).
CCS-218
2.20.3-4 There should be an additional opt-in required from the subscriber once they
have reached $25 of premium charges on a short code, with additional optins
required from the subscriber every $25 of premium charges incurred
thereafter. These additional opt-ins are referred to as triple opt-ins.
CCS-219
2.20.3-5 Triple opt-in messages should express cumulative premium charge dollar
amounts reached (for example $25, $50), not the number of messages billed.
CCS-220
2.20.3-6 No MTs should be sent to the subscriber other than a continuation message
until the subscriber has replied affirmatively. If the subscriber tries to chat
without opting in, additional continuation messages or solicitations may be
sent. If the subscriber does not attempt to chat, no additional messages
should be sent. This chat participant should be considered in a PAUSED
status.
CCS-221
2.20.3-7 HELP and OPT OUT keywords should be included in the continuation message. CCS-222
2.20.3-8 If the subscriber does not reply affirmatively to the continuation message,
the system should pause until the subscriber’s anniversary date.
CCS-223
2.20.3-9 Suggested keywords are the same as the opt-in keywords defined earlier in
this paper. In addition, MORE, ADD or CONTINUE should be supported as reopt-
in words.
CCS-224
2.21 Charitable Giving
2.20-1 The approval of charitable giving programs is at each carrier’s discretion. CCS-238
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Premium Rate Examples
EXAMPLE: HELP Messages (CCS-EG-01)
Help (Single Service)
Step 1: User sends HELP Mobile
Originating (MO) Msg
Step 2: Help MT response:
Program sponsor 
Service Description & Frequency
Customer Support Info 
Additional Carrier Costs 
Opt Out Info 
Sprint family requires: Renewal
date/credits remaining 
AcmeMobileRingtonesClub:
Subscribed for 5 Ringtones for
$5.99/mo.
800-000-0000.
www.HELPURL.com.
Msg&Data Rates May Apply
Reply STOP to cancel,
Renews:10/10
Help (Multiple Services)
Step 1: User sends HELP Mobile
Originating (MO) Msg
Step 2: Help menu MT response to
a HELP MO from a user
Program sponsor 
Option A 
Option B 
AAcmeMobileRingtonesClub:
Send HELP TONE1 for Poly club
or
HELP TONE2 for Truetone club
STOP to cancel
Step 3: User responds HELP TONE1. Step 4: User responds HELP TONE2.
Program sponsor 
Service Desc & Freq
Customer Support Info 
Additional Carrier Costs 
Opt Out Info 
Sprint family requires:
Renewal date/credits
remaining 
AcmeMobileRingtonesClub:
Subscribed for 5 Polytones for
$5.99/mo.
800-000-0000.
www.HELPURL.com.
Msg&Data Rates May Apply
Reply STOP to cancel,
Renews:10/10
Program sponsor 
Service Desc & Freq
Customer Support Info 
Additional Carrier Costs 
Opt Out Info 
Sprint family requires:
Renewal date/credits
remaining 
AcmeMobileRingtonesClub:
Subscribed for 5 Truetones for
$5.99/mo.
800-000-0000.
www.HELPURL.com.
Msg&Data Rates May Apply
Reply STOP to cancel,
Renews:10/10
Cross Carrier Examples:
Legend
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EXAMPLE: STOP Messages (CCS-EG-02)
Stop (Single Service)
User receives the following
Mobile Terminating (MT)
Message:
Program sponsor 
Discontinuation of Service 
Discontinuation of Charges 
Additional Carrier Costs
Customer Support Info 
AcmeMobileRingtonesClub:
Your Ringtone subscription is
cancelled.
You will get no more messages or
charges.
Msg&Data Rates May Apply.
www.HELPURL.com
Stop (Multiple Services)
Step 1: User sends STOP Mobile
Originating (MO) Msg
Step 2: Help menu MT response to a
STOP MO from a user
Program sponsor 
Option A 
Option B 
AAcmeMobileRingtonesClub:
Send STOP TONE1 for Polytone club
or
STOP TONE2 for Truetone club
Step 3: User responds STOP TONE1. Step 4: User responds STOP TONE2.
Program sponsor 
Discontinuation of Service 
Discontinuation of Charges 
Additional Carrier Costs
Customer Support Info 
AcmeMobileRingtonesClub:
Your Polytone subscription is
cancelled.
You will get no more messages
or charges.
Msg&Data Rates May Apply.
www.HELPURL.com
Program sponsor 
Discontinuation of Service 
Discontinuation of Charges 
Additional Carrier Costs
Customer Support Info 
AcmeMobileRingtonesClub:
Your Truetone subscription is
cancelled.
You will get no more
messages or charges.
Msg&Data Rates May Apply.
www.HELPURL.com
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EXAMPLE: PREMIUM Rate IVR (Initial Opt In IVR) (CCS-EG-04 )
Call to Action The following is advertised on web, television, in-store
promotional poster, etc.:
Program sponsor 
Service Description 
Price and Frequency 
Customer Support Info 
Opt Out Info 
Additional Carrier Costs 
WOD: Weather on Demand.
Call 888-222-2222 to get current weather for your area sent to your
phone. Dial 0 for help.
$5.99/mo for daily info (7 per week)
Text HELP for help.
To stop text STOP.
Msg&Data Rates May Apply.
Step 1: User responds to
Call to Action
User calls 888-222-2222 [Mobile subscriber calls and is
prompted to select SMS to phone] Step 2: Mobile Content MT User receives the following MT
Message:
Mobile Content 
WOD: Partly sunny with chance of
showers in late afternoon. Highs in the
70 during the day, and 62 at night.
Reply Help for Help.
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EXAMPLE: Premium Rated Double Opt In– Alert Subscription (CCS-EG-05)
Call to Action
The following is advertised on web, television, in-store
promotional poster, etc.:
Program sponsor 
Service Description 
Service Cost 
Frequency of Messaging 
Customer Support Info 
Opt Out Info 
Additional Carrier Costs 
Farm league baseball!
Txt us your farm town zip code. Txt to 12345.
We send game day reminder for $3.99/month, charged to your
wireless bill.
Get 4 msg/month.
Txt HELP for help.
To stop txt STOP.
Msg&Data Rates May Apply.
Step 1: User responds to
Call to Action
Text ‘44521’ to 12345.
Step 2: User receives the following MT
Message:
Program sponsor 
Service price 
Frequency of messaging 
How to get help 
Additional carrier costs 
Farm League Baseball Alerts!
To confirm $3.99 monthly alerts, reply
YES.
Get 4 msgs/month.
Reply HELP for help
Msg&Data Rates May Apply.
Step 3: Double Opt In User sends MO message “YES”
Step 4: Initial MT
Service description 
Service price 
Frequency of messaging 
How to get help 
How to stop 
Additional carrier costs 
Thanks for subscribing to Farm League
Baseball alerts for $3.99/month!
Get 4 msgs/month.
Reply HELP for help.
Reply STOP to cancel.
Msg&Data Rates May Apply.
Step 4: MT Alert User receives the following MT
Message:
Alert 
Farm League Baseball Alert! Crosstown
Rebels battle the Lakeview Titans on
11/11/08 @ 6pm in Dolores Park.
Support your local team. Reply Help for
Help.
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EXAMPLE: Premium Rated Opt In for WAP (CCS-EG-06)
*Please refer to specific carrier guidelines on Mobile Web and Premium WAP details
requirements and the difference between them.
Call to Action
The following is advertised on web, television, in-store
promotional poster, etc.:
Program sponsor 
Service Description 
Customer Support Info 
Opt Out Info 
Additional Carrier Costs 
CheckMyRide Tones!
Visit wap.checkmyride.com on your phone microbrowser. Visit HELP
for help.
Txt HELP for help.
To stop txt STOP.
Msg&Data Rates May Apply.
Step 1: User responds to
Call to Action
User visits wap.checkmyride.com
Step 2: WAP Opt In 1 User sees the following WAP/ xHTML page with product offer:
Program sponsor 
Service Description 
Service price 
Link to terms
Additional Carrier Costs 
Checkmyride.com!
The hottest ringtones sent to your phone every month.
Get 5 ringtones for $9.99/month.
Terms and Conditions
Msg&Data Rates May Apply.
Step 3: WAP Opt In 2 Mobile subscriber sees the following WAP/xHTML page after
selecting subscription.
Program sponsor 
Service Description 
Service price 
Link to terms
Additional Carrier Costs 
Checkmyride.com!
Click “Subscribe” to confirm your purchase of “Check my Ride” tones
for $9.99 per month.
Subscribe Cancel
Terms and Conditions
Msg&Data Rates May Apply.
Step 4: WAP Confirmation Mobile subscriber sees the following WAP/xHTML page after
being billed.
Service Description & cost 
Frequency of messaging 
How to get help
How to Stop 
Thank you for your payment of $9.99 per month. Your subscription
has been activated.
Get 5 ringtones per month.
Reply HELP for help to NNNNN.
Reply STOP to cancel to NNNNN
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Step 5: Confirmation MT User receives the following MT
Message:
Service Description & cost 
How to get help
How to Stop 
Thank you for your payment of $9.99
per month for Check my Ride tones.
Reply HELP for help.
Reply STOP to cancel
EXAMPLE: Premium Rated Chat Opt In (CCS-EG-07)
Call to Action
The following is advertised on web, television, in-store
promotional poster, etc.:
Program sponsor 
Service Description 
Customer Support Info 
Opt Out Info 
Service Cost 
Additional Carrier Costs 
Sports Talk:
Chat with top sports executives . Txt ‘talk’ to 54321.
Txt HELP for help.
To stop txt STOP.
One-to-one txt chat for $0.50/msg, charged to your wireless bill +
Msg&Data Rates May Apply.
Step 1: User responds to
Call to Action
Text ‘Talk’ to 54321.
Step 2: Opt In User receives the following MT
Message:
Program sponsor 
Service price 
How to get help 
Additional carrier costs 
Welcome to Sports Talk chat.
To confirm $0.50 per msg received,
reply YES to start.
Reply HELP for help.
Msg&Data Rates May Apply.
Step 3: Double Opt In User sends MO message with
“YES”
Step 4: Confirmation MT
Service description 
How to get help 
How to stop 
Thanks for joining Sports Talk chat.
Ask us a question for $0.50 per
answer!
Reply HELP for help.
Reply STOP to cancel.
Step 5: Mobile subscriber
chat
User sends MO message with
“What is John Madden’s next
career move?”
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Step 6: Mobile Content
($.50)
User receives the following MT
Message:
Chat 
Madden is working on a new version of
his popular PS3 game with EA.
Step 7: Reminder MT User receives the following MT
Message:
Program sponsor 
Indication of spend limit 
Cost of service 
How to get help 
How to stop 
Additional carrier costs 
Sports Talk chat!
You have spent $25.00 this month.
The service cost is $0.50 per message
received. To continue txt MORE.
Reply HELP for help.
Reply STOP to cancel.
Msg&Data Rates May Apply.
Step 8: Triple Opt In User sends MO message with
“MORE.” May also use ADD,
CONTINUE as keywords.
EXAMPLE: Billing Renewal Message (CCS-EG-10)
Sample Billing Renewal Message
Type Sample Text Charge
MT Your XYZ Alerts Subscription Renewed, 5 msg/month
for $5.99/mo.800-000-0000 Msg&Data Rates May
Apply.www.HELPURL.com.Reply HELP for help, STOP
to cancel
Std
EXAMPLE: Bill Face Descriptor by Carrier (CCS – EG-11)
Bill-Face Descriptor Format by Carrier
Carrier Format
AT&T Mobility 62 Characters
Sprint/Nextel 22 Characters T-Mobile 2 Fields: 15 and 25 Characters respectively
Field 1
Field 2
Verizon
Wireless
30 Characters
Note: No content provider toll free # allowed
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Premium Rate Cross Carrier Standards Matrix
This matrix is designed to give a high level overview of the premium rate programs allowed, by
Carrier. These programs must comply with the CBP Guidelines and are still subject to review and
approval by the Carrier.
Premium Services
Service Frequency Verizon AT&T T-Mobile Sprint
Alerts Subscription Y Y Y Y
Mobile Content (text) Subscription Y
Day, Month
Y
Month
Y
Month
Y
Day,Month
Chat Subscription CBC Y Y Y
Mobile Content (URL) One Time Y, MMS
Only Y Y Y
Mobile Content (URL) Subscription Y, MMS
Only Y Y Y
Full Music Downloads One Time N Y N N
PIN N/A Y CBC Not Needed Y
PTV One Time CBC Y Y CBC
Sweepstakes One Time CBC Y CBC N
Contests One Time CBC Y CBC CBC
Gifting One Time CBC CBC N CBC
Reverse Auction One Time CBC CBC CBC N
Charity One Time CBC CBC CBC CBC
M-Commerce N/A N CBC CBC CBC
Micropayment One Time N CBC CBC N
Mobile Content (MMS) One Time Y Y N N
Mobile Content (MMS) Subscription Y Y N N
WAP (Double Opt In) One Time Y Y Y Y
WAP (Double Opt In) Subscription CBC Y Y Y
Games One Time N Y Y Y
MIM One Time CBC Y N CBC
Streaming Video One Time N N N N
Double Opt In One Time Y Y Y CBC
800 Number provided Ongoing Y Y Y Y
Subscription Ongoing Y Y Y Y
Sweepstakes Ongoing CBC CBC CBC N
Chat Ongoing CBC Y Y Y
Y = Allowed N/A = Not Available
N = Not Allowed CBC = Case by Case Basis
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Section 3: Free To End User (FTEU)
Free to End User Cross Carrier Guidelines
3.0 General Guidelines
Guideline MMA ID
3.0–1 At a minimum, programs should be run in a manner that is congruous with the
letter and spirit of the MMA Global Code of Conduct for Mobile Marketing. The
Code of Conduct is located at:http://www.mmaglobal.com/codeofconduct.pdf
CCS-01
3.0-2 At all times, programs must be in accordance with applicable federal and state
laws, rules and regulations.
CCS-02
3.0-3 Wireless subscribers have a right to privacy. CCS-07
3.0-4 Not all carriers support FTEU messaging. CCS-244
3.0-5 An individual program may be set up as FTEU on carriers which support the
functionality and standard rate (SR) on carriers who do not support FTEU,
provided that the application does not inherently have to be delivered as FTEU
(for example, for legal reasons), and further provided that Content Providers
ensure that all advertising, marketing and other consumer materials regarding
the program clearly indicate on which carriers the program is offered as a
standard rate program. The guidelines for FTEU programs and SR programs
should apply on each carrier as appropriate.
CCS-245
3.0-6 Charging Disclosure: FTEU Mobile Terminate (MT) messages sent to subscribers
by the program should be disclosed as such. The prefix “Free msg:” should be
added to the message text. These characters consume part of the total character
limit for the message.
CCS-248
3.0-7 FTEU programs are approved based on the following information submitted by
the content provider through the carrier:
CCS-241
CCS-260
3.0-8  The information submitted to the carrier for program approval should include
the estimated frequency with which end users will receive FTEU messages.
CCS-242
CCS-261
3.0-9  A formal restriction should not be placed on the number of messages, which
may be sent as part of an individual FTEU program. However, carrier
approval may be given on a case-by-case basis for programs where the
estimated number and frequency of FTEU messages is determined by the
carrier to be appropriate for the application and approved by carrier.
Note that many potential FTEU applications will involve event-triggered alert
messages, the frequency of which cannot precisely be predetermined.
CCS-243
CCS-262
3.1 Guidelines for Advertising Messaging Programs
Guideline MMA ID
3.1-1 When promoting programs, content providers should ensure that their
advertising in all forms is clear and conspicuous regarding all terms and
conditions associated with offers and adheres to all state and federal regulations.
CCS-12
3.2 Free To End User Opt In
Guideline MMA ID
3.2-1 Content providers must obtain opt-in approval from subscribers before sending
them any SMS or MMS messages or other content from a short code.
CCS-08
3.2-2 FTEU programs require single opt-in CCS-37
Mobile Marketing Association
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3.2-3 As with standard rate programs, FTEU programs should be subject to single optin
mechanisms. The mechanism should be sufficient to establish the subscriber’s
willingness to participate in the program and possession of the handset. The optin
applies to the specific program and should not be used as a blanket approval
to promote other programs, products or services.
CCS-246
3.3 Free to End User Opt Out
Guideline MMA ID
3.3-1 Subscribers should be able to stop participation in a FTEU program when
desired, except for messages related to their underlying mobile service.
CCS-250
CCS-38
3.3-2 Content providers must offer subscribers the opportunity to cancel the service at
anytime. The following rules govern program opt-out:
CCS-38
3.3-3 A subscriber must be able to stop participating and receiving messages from any
program by sending STOP to the short code used for that program.
 END, CANCEL, UNSUBSCRIBE or QUIT should also be opt-out key words for
all programs; however, content providers should feature the word STOP in
their advertising and messaging.
 The opt out keyword STOP sent by the subscriber cannot be case sensitive
 The STOP keyword must work in the native language of the program. In a
non-English program, the English keyword must not return an error
message.
 Short code programs must ignore subsequent non-keyword text included in
STOP MOs.
 Short codes running MMS programs should handle the STOP keyword
correctly, regardless whether the subscriber sends the keyword via MMS or
SMS.
 When sent, these words cancel the subscriber’s previous opt-in for
messaging.
CCS-40
3.3-4 If the subscriber is participating in multiple programs on the short code, there
are two options for the content provider when a subscriber sends an opt-out
request:
1) The content provider sends a menu of the programs the subscriber is
subscribed to and the subscriber has the responsibility to reply with the
specific keyword to the specific program they would like to be opted out of.
To ensure subscribers also have a way to opt-out of all programs within this
menu, STOP ALL must be added to the menu choices. The stop menu
message does NOT need to contain
i) “Msg&Data Rates May Apply”
ii) Sponsor contact information.
2) Or if the subscriber sent STOP ALL to the short code, they are opted-out of all
programs they were enrolled in on that short code.
CCS-41
3.3-5 When STOP, or any of the opt-out keywords above, is sent to a program, the
program must respond with an MT message, whether or not the subscriber is
subscribed to the program or not.
CCS-50
3.3-6 When the user is a subscribed to a recurring program, an MT message
confirming the opt-out should be sent to the subscriber. This should not be a
premium message. This message should reference the specific program the
subscriber has opted-out from. No further messages should be sent to the
subscriber from this program, including marketing messages for any related or
unrelated programs.
CCS-48
Mobile Marketing Association
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3.3-7 When the user is not currently subscribed to a recurring program, or the
program is one-time program where the subscriber will not receive additional
messages, then an MT message may be sent that only confirms that the user is
not subscribed to any programs on this short code and indicates that no further
messages will be sent.
CCS-284
3.3-8 This STOP command functionality requirement applies to all programs, including
one-time use programs where the subscriber will not receive additional
messages. This is to avoid subscriber confusion around the use of the STOP
command.
CCS-43
3.3-9 The STOP command should never result in an error being sent back to the
subscriber.
CCS-44
3.3-10 The content provider must record and store all opt-out transactions. CCS-52
3.4 Terms & Conditions
Guideline MMA ID
3.4-1 Terms and Conditions at a minimum must contain the following:
3.4-2  STOP instructions in BOLD lettering CCS-82
3.4-3  HELP instructions in BOLD lettering CCS-83
3.4-4  Program sponsor information, defined as the program name, company
name, or brand associated with the campaign
CCS-84
3.4-5  For free to end user programs: Disclose that standard carrier messaging
charges do not apply to messages received as part of the service (where
relevant, listing on a carrier-by-carrier basis whether this applies).
CCS-239
3.4-6  Customer Service Contact Information: either a toll-free number, a web
submission form or an email address.
CCS-285
3.4-7  Guidance on the frequency with which the subscriber may expect to receive
messages for the duration of the program. Note that for many applications,
this cannot be precisely predetermined by the content provider. In this
case, the guidance should relate to the expected message frequency under
normal circumstances.
CCS-240
3.4-8 All material terms and conditions of the program should be clearly
communicated.
CCS-88
3.4-9 Carrier compatibility – clearly and conspicuously disclose that content is not
available on all carriers, as applicable. Include list of supported carrier names
whilst excluding all other carrier names.
CCS-90
3.4-19 If the content provider offers multiple services, separate T&C’s per service
should be provided instead of generic T&C’s that cover all offered services.
CCS-91
3.4-11 If a checkbox is used to indicate a consumers’ acceptance of the terms and
conditions, it is not permissible for the checkbox to be pre-checked.
CCS-89
3.5 Free to End User HELP Guidelines
Guideline MMA ID
3.5-1 Help messaging commands, phone numbers, URL’s, and email addresses should
result in the subscriber receiving help with his issue. Dead ends that do not
provide a manner in which the subscriber may resolve his issue is not
acceptable.
CCS-53
3.5-2 A subscriber can receive help information by sending the word HELP to any
program. The HELP keyword should work on all short code programs. HLP is
optional for HELP, but not required.
 The HELP keyword sent by the consumer cannot be case sensitive
 For short codes running MMS programs, a help response should be returned
CCS-68
Mobile Marketing Association
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whether the subscriber sends in HELP to the short code via MMS or SMS
 The HELP keyword must work in the native language of the program. In a
non-English program, the English keyword must not return an error
message.
3.5-2 To help subscribers understand their participation, each program should respond
with the program details listed below when the subscriber sends the keyword
HELP to the program short code.
CCS-57.5
3.5-3  Identity of program sponsor—This is defined as the program name, company
name, or brand associated with the campaign.
CCS-58
3.5-4  Customer support info — Either a toll-free number or Web address, or e-mail
address
CCS-59
3.5-5  Service description of program — For example, Fun Stuff Chat. CCS-60
3.5-6  Opt-out information CCS-62
3.5-7 If the short code has multiple programs (keywords) on the same short code, the
application should respond in one of two ways:
1) If the subscriber has opted in to only one program, the application should
supply the information for the program the subscriber is opted-in to.
2) If the subscriber has opted-in to multiple programs, the application should
present a multiple-choice question asking the subscriber what program they
would like help on. The first help menu does NOT need to include:
“Msg&Data Rates May Apply”, STOP, Or Sponsor Contact Information
The menu should contain a question asking what the subscriber seeks help
with and a list of options for the user to get help on. Once the user has
identified the program they want help with, the appropriate help information
must be in the subsequent MT.
CCS-55
3.5-8 When HELP is sent to a program, the program must respond with an MT
message, whether or not the subscriber is subscribed to the program, and
whether the program is a subscription program or not. HELP must always result
in a response.
CCS-286
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FTEU Examples
EXAMPLE: FTEU Single Opt In
Call to Action
The following is advertised on web, television, in-store
promotional poster, etc.:
Program sponsor 
Service Description/Cost 
Customer Support Info 
Opt Out Info 
Frequency of messaging 
Lenders Bank daily bank balance alerts.
Txt ‘balance’ to 43210 to get daily bank balance.
Txt HELP for help.
To stop txt STOP.
Get 1 msg/day.
Step 1:
User responds to call of action and sends MO “balance”.
Step 2: Confirmation MT User receives the following MT
Message:
Free message declaration 
Service description 
Frequency of messaging 
How to get help 
How to stop 
Free msg:
Thanks for joining Lenders Bank daily
bank balance alerts.
Get 1 msg/day.
Reply HELP for help.
Reply STOP to cancel.
Step 3: MT Alert User receives the following MT
Message:
Free message declaration 
Alert 
Free msg:
Lenders Bank – The balance for account
#009221 is $12,998.23.
Cross Carrier Examples: