Can I use my Mobile Phone Numbers for Marketing?
Recently we have had quite a few new clients and prospective clients working towards leveraging their existing client database of mobile phone numbers for a Mobile Marketing campaigns. The first question we always have to ask our client is:
1. How did you get their mobile phone number?
2. Did you explicitly request permission to send text messages to their mobile number?
3. Do you have a personally signed or web site form and associated records to show permission was granted?
In a lot of cases the issue that the mobile carriers and the MMA Guidelines seeks to ensure is that a mobile subscriber willingly requested (ie gave permission) to your company to send text messages to their phone number. Generally, this is not the case, the mobile number was given to use for phone calls to the mobile number. If you are using "Standard messaging" (no premium charge for the sms message) then some carriers are willing to allow you to send an opt-in message to the phone (up to 2-3 times only) to see if the mobile user will reply and officially give you permission to send messages. In, the case of T-Mobile they generally will not allow such a message to be sent if you do not have explicit permission to send text (sms) messages. So, be aware that you may be able to use some and not others depending if they use T-mobile or not.
Finally, what can you do today to start using your mobile phone numbers in your client database? Here are a few things you should consider:
- Change language of your signup forms to include explicit permission to send text message alerts and campaigns.
- Have your signup language reviewed to ensure you are compliant for permission based text message marketing.
- Send opt-in messages to your customers and begin sending at least monthly messages to keep your list from going stale.
BEGIN Collecting Mobile Phone Numbers Today for Mobile Marketing!!!