The Mobile Marketing Association today released the latest version of its U.S. Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services. Updated regularly, the guidelines are the industry standard for cross-carrier mobile content services such as text messaging (SMS), multimedia messaging (MMS), shortcode programs, Interactive Voice Response (IVR) and mobile Web.

The new, version 4.0 guidelines are the first to consolidate 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. Announced in March 2009, this industry-first agreement is a milestone toward the continued growth of mobile marketing and will achieve operational efficiencies for the industry upwards of $200 million annually.

Produced by the MMA’s CBP Committee, the guidelines provide measures of acceptable and unacceptable practices for all players in the U.S. ecosystem. At 100 pages, the new CBP document is significantly more comprehensive than the previous edition, yet it provides the industry with the first concise, inclusive set of guidelines by eliminating the need to refer to four separate carrier playbooks.

In addition to incorporating carrier standards, the new guidelines include revisions and additions to key areas such as:

Standardizing the language “Msg & Data Rates May Apply”

Allowing for more flexibility with PIN location in message-terminated (MT) messages

Modifying the STOP requirement in Opt-in MT messages

The guidelines also feature a new reference ID system designed to make it fast and easy to navigate the document and find information. The guidelines help standardize practices across the industry which provides a better experience for customers by ensuring the consistency of mobile marketing campaigns across the four major U.S. carriers.

The guidelines are available for download at www.mmaglobal.com/bestpractices.pdf.