Is it important for you to follow the guidelines in the CTIA Short Code Compliance Handbook? Yes, as the CTIA does regular audits of text messaging campaign, based on the most recent guidelines found in the CTIA Short Code Compliance Handbook, which can be downloaded here: http://www.tatango.com/ctia-short-code-monitoring-handbook/. If a text messaging campaign is found to be in violation of any of the guidelines in the handbook, the text messaging campaign can be deactivated by the wireless carriers. That's why we created this free SMS marketing webinar, in which we cover how you can ensure that your SMS campaign is fully CTIA compliant. Watch a recorded version of the webinar here: http://get.tatango.com/webinar-ctia-short-code-best-practices If you're interested in reading more about CTIA short code compliance, http://get.tatango.com/guide-understanding-ctia-compliance be sure to download our free guide on this topic here: http://get.tatango.com/guide-sms-messaging Also, check out our free template to CTIA sms marketing compliance here: http://get.tatango.com/blueprint-tcpa-ctia-template

1. © 2014 Tatango, Inc. All rights reserved.
Understanding CTIA Requirements

2. © 2014 Tatango, Inc. All rights reserved.
Presenters
Derek Johnson - Tatango - @thederekjohnson
Derek Johnson is the founder and CEO of Tatango. He’s been
helping businesses with their SMS marketing strategies for the
last seven years.

3. © 2014 Tatango, Inc. All rights reserved.
Table of Contents
● CTIA, FCC & MMA
● Recurring V.S. One-Off Program
● Recurring Program Requirements

4. © 2014 Tatango, Inc. All rights reserved.
CTIA, FCC & MMA
CTIA
● Created by the wireless carriers.
● In charge of enforcing SMS marketing practices.
● Mobile Commerce Compliance Handbook
● CTIA performs audits on SMS programs.
● Very specific in regards to text message marketing. (Msg&Data Rates, help &
stop commands, messaging frequency, links to terms & conditions, privacy
policies, etc.)

5. © 2014 Tatango, Inc. All rights reserved.
FCC
● Federal Communications Commission.
● TCPA (Telephone Consumer Protection Act).
● The TCPA is law... federal law.
● The TCPA is all about businesses receiving permission from the consumer to
text message them, and the specifics around how this permission can be
gathered, and what is allowed after the permission from the consumer is
received.

6. © 2014 Tatango, Inc. All rights reserved.
MMA
● Mobile Marketing Association
● Releases own best practices document.
● Similar to the Mobile Commerce Compliance Handbook that the CTIA puts out.
● The MMA best practices aren’t law, and aren't enforced by anyone.
● Creates industry confusion.

7. © 2014 Tatango, Inc. All rights reserved.
Recurring V.S. One-Off Programs
● If you're sending more than one message to mobile subscribers, your program
would be designated as a "recurring" program.
● If you're only planning on sending one message to each subscriber, your program
would be designated as a "one-off" program.

8. © 2014 Tatango, Inc. All rights reserved.
Recurring SMS Programs
Opt-In Messaging Requirements
● Mobile Opt-In
● Web Opt-In

9. © 2014 Tatango, Inc. All rights reserved.
Mobile Opt-In Messaging Requirements
● Recurring Program Description (You’ve subscribed
to receive recurring SMS offers)
● Opt-Out Instructions (Text STOP to cancel)
● Help Instructions (Text HELP for help)
● Cost Disclosure (Msg&data rates may apply)

10. © 2014 Tatango, Inc. All rights reserved.
Web Opt-In Messaging Requirements
● Business Name (Bob's Burgers)
● Response Command (Reply YES to receive
recurring SMS offers)
● Help Instructions (Reply HELP for help)
● Recurring Program Description (You’ve subscribed
to receive recurring SMS offers)
● Opt-Out Instructions (Text STOP to opt-out)
● Cost Disclosure (Msg&data rates may apply)

11. © 2014 Tatango, Inc. All rights reserved.
Messaging Requirements
● Business name (Bob's Burgers)
● Stop instructions (Text STOP to end)
● Don't forget the actual content in your message.

12. © 2014 Tatango, Inc. All rights reserved.
HELP Requirements
● Business Name (Bob's Burgers)
● Recurring Program Description (You’re subscribed
to receive recurring SMS offers)
● Support Toll-Free Number or Website
(For more help, call 1-800-123-5678)

13. © 2014 Tatango, Inc. All rights reserved.
STOP Requirements
● STOP, END, CANCEL, UNSUBSCRIBE, or QUIT
● Business name (Bob's Burgers)
● Confirmation (You've opted-out, and will receive
no further messages.)

14. © 2014 Tatango, Inc. All rights reserved.
Abbreviated Terms & Conditions Requirements
● Recurring Program Description (& subscribe to receive recurring SMS offers)
● Stop Instructions (Text STOP to opt-out)
● Cost Disclosure (Msg&data rates may apply)
● T&C/Privacy Policy Link (T&C/Privacy Policy www.bobsburger.com/sms-terms)

15. © 2014 Tatango, Inc. All rights reserved.
Abbreviated Terms & Conditions Requirements

16. © 2014 Tatango, Inc. All rights reserved.
Comprehensive Terms & Conditions
● Business Name (Bob’s Burgers)
● Recurring Program Description (You’re subscribed to receive recurring SMS offers)
● Cost Disclosure (Message and Data Rates May Apply)
● STOP Instructions (Text STOP to opt-out)
● HELP Instructions (Text HELP for help)
● Privacy Policy (We take privacy very seriously and agree not to share any of your
information with others)

17. © 2014 Tatango, Inc. All rights reserved.
Comprehensive Terms & Conditions

18. Questions?
Derek Johnson
CEO
Tatango
@thederekjohnson
derek@tatango.com
© 2014 Tatango, Inc. All rights reserved.