by anton | Aug 8, 2014 |
WASPA, the Wireless Application Service Providers Association of South Africa, looks after mobile users by keeping Mobile Aggregators in check. Starting from 26 August 2014, we can expect a few changes to their Code of Conduct. Because mobile marketing is still a relatively new form of marketing, there aren’t such clear-cut guidelines on which practices are acceptable and which aren’t – unlike traditional channels that have been under scrutiny for decades. In a nutshell, what does it mean for Mobile Aggregators? Opting out Keywords that consumers are allowed to use when saying “no thank you” to your services, are: End Cancel Unsubscribe Quit Stop Competition entry fees Although it is still good practice to inform entrants how much they will pay to enter a mobile competition, it is not required to do so. But only if the entry is free or the rate is that of a standard text message. Marketing times It is bad practise to send SMS marketing material at inappropriate hours. But just in case you aren’t sure which hours are inappropriate, DON’T send messages on: Sundays and public holidays as contemplated in the Public Holidays Act, 1994 Saturdays before 09:00 and after 13:00; All other days between the hours of 20:00 and 08:00 the following day. Confirming cell phone numbers If you use a web form to capture a consumer’s cell phone number, you have to prove that the number does indeed belong to the person in question. Luckily it is easy to do the confirmation: simply send a pin/ password to the mobile user (via SMS or USSD) that they have to use in...
