Seven years ago, we heard musings of a new organization that was determined to protect the future of mobile marketing. The MAC (Mobile Advocacy Coalition) formed sometime in 2009, and was comprised of several different SMS aggregators, mobile marketing firms, and mobile communication industry leaders.
At the time, we hadn’t quite broken into the industry, or else we would’ve expressed interest in being a part of this progressive organization. Shortly after, the organization seemed to fade into the abyss, and as far as we know, no longer exists. To sum it all up, here’s what the Mobile Advocacy Coalition did, and what strides they made in the world of mobile marketing.
- The Mobile Advocacy Coalition was formed in response to the ruling of the Simon v. Schuster, Inc. case.
- On June 19, 2009, the court ruled that any computer that sends text messages would be treated and labeled as auto dialers, in the interest of the Telephone Consumer Act.
- The Mobile AC felt this ruling put SMS marketing aggregators in danger of unfair FCC regulations.
We’ve existed in the SMS marketing space for a while, and this lawsuit definitely raised a few red flags for us as well. We believe in the future of mobile marketing, and didn’t want off the cuff lawsuits based on a loose interpretation of the Telephone Consumer Act to become a regular thing.
Although the Mobile Advocacy Coalition is no longer, we would like to see the foundational thinking behind its formation continue.
With that said, as an text message marketing user, you should always be sure to follow these three best practices.
1. Never send text messages to people who haven’t explicitly opted in to your list.
2. Make sure all campaigns deliver a high level of exclusive value.
3. Never exceed your initial frequency promise. For example, don’t set a frequency of 4Msgs/Month and then fire out 8.
Remember, SlickText never offers legal advice. We just offer a qualified opinion backed up by industry standards and best practices.